Two of us. One trade. No account managers.
Scale Theory is Sam and Alan, brothers based in Sydney, Australia, working US business hours. We do one thing: book qualified homeowners onto HVAC contractors' calendars as replacement estimates, and report what each booked estimate cost.
Because a system replacement is not a dentist appointment.
Most agencies run the same playbook for dentists, gyms and roofers. HVAC does not work like that. A replacement is a big-ticket job, the homeowner often decides in days when a system fails and in weeks when it is just old, demand swings with the weather, and the job goes to whoever gets back to the homeowner first.
So we built one system for one trade: Google and Meta ads with a real replacement offer, a landing page for your service area, six qualifying questions, a reply inside 60 seconds and a booking on your calendar. Then estimate follow-up on days 1, 3 and 7, review requests after the install, and a Friday report in booked estimates, not clicks.
We started Scale Theory's HVAC work in 2026 in Australia and opened to US contractors the same year. We have no US clients, case studies or reviews yet, and we will not pretend otherwise. We have no US office or US staff either. What we have is the system, the math and a price we are happy to publish. Our first US case studies will go on this site dated, per metro, with the client's CRM as the source.
You will talk to one of us. Every time.
Sam
Sam runs every strategy call and buys every ad. Before going HVAC-only, he ran a performance marketing agency: SEO, Meta and Google ads, CRM automation.
Alan
Alan runs onboarding and the day-to-day of every account: the CRM, the booking flow, the follow-up and the Friday report.
Things we will and will not do.
✓ We will
- Publish our price and our terms
- Take one HVAC contractor per service line per metro
- Run ads in your Google and Meta accounts, not ours
- Report cost per booked estimate every Friday
- Tell you on the call if you are not a fit
✕ We will not
- Guarantee revenue or a close rate
- Sell the same lead to two contractors
- Invent testimonials, logos, reviews or results
- Pretend to have a local office
- Lock you in past the first 90 days
15 minutes. Your ads, your competitors' ads, your numbers.
Before the call we pull your current Google and Meta activity and the HVAC contractors advertising in your metro. On the call we show you what we found and what a booked replacement estimate should cost you. If it is not a fit, we say so in the first five minutes.
Book a Free Strategy Call