Sam
Sam co-founded Scale Theory with his brother Alan to do one thing for HVAC contractors: put qualified homeowners on your calendar as booked replacement estimates, and report what each one cost.
Before the HVAC relaunch, Sam ran Scale Theory as a performance marketing agency: SEO and link building, Meta and Google ads, landing pages, and CRM and follow-up automation. He still runs Meta-to-booked-appointment funnels for service businesses, the same ad, qualifier, 60-second reply and calendar booking structure the HVAC Profit Machine uses.
He is based in Sydney, Australia, and works US business hours for US clients. He runs every strategy call, writes the offers and buys the ads, and writes most of the guides on this site. If a number appears in one of them, it is sourced, published pricing, or labeled as a planning assumption with the math shown.
Contact: hello@scaletheory.com.au.
14 guides
The R-454B refrigerant transition: what the EPA rule means for AC replacements, and how to market them honestly
The R-454B refrigerant transition, from the EPA rule itself: the 700 GWP limit, the R-410A install deadline removed in July 2026, and 5 honest ad lines.
Texas HVAC marketing: a season-by-season playbook for contractors
HVAC marketing in Texas, season by season: NOAA heat data for 4 metros, when to shift budget from Meta to Google, and the utility rebates worth naming.
How to get more AC replacement jobs (without buying shared leads)
5 steps to more AC replacement jobs without shared leads: who to target, what to offer, a 60-second reply, and the math on $4,000 a month of ads.
How to choose an HVAC marketing agency: 12 questions to ask
12 questions to ask any HVAC marketing agency before you sign, what a good answer sounds like, the red flags, and how to compare offers on 1 number.
How much does HVAC marketing cost in the US? (2026)
HVAC marketing cost in 2026, broken into 3 parts: ad spend, management and your time. The 6 pricing models compared, plus the math to set your budget.
HVAC tax credit 2026: what you can still say in your ads
The HVAC tax credit ended for 2026 installs. What the IRS says, where Home Energy Rebates and utility rebates stand, and 2 lists: what to say and what to cut.
HVAC marketing in the slow season: 5 offers that keep install crews busy
HVAC marketing for the slow season: 5 shoulder and winter offers, from heat pump heating to unsold summer estimates, plus NOAA data on when each metro slows.
HVAC financing marketing: how to advertise payments and 0% APR without breaking the rules
HVAC financing marketing that stays legal: the 4 Regulation Z trigger terms, what to add when an ad shows a payment, and the deferred interest trap to avoid.
HVAC cost per lead: why it misleads, and the 3 numbers to track instead
HVAC cost per lead benchmarks from named sources, plus the math from cost per lead to cost per booked estimate to cost per job, and why cheap leads cost more.
HVAC SEO vs PPC: which one gets a replacement contractor more booked estimates?
HVAC SEO vs PPC for replacement jobs: how long each takes, what each costs, who controls what, and 4 signs you should start with one. From a PPC-only agency.
Google Local Services Ads for HVAC: how they work, what they cost and when to use them
Google Local Services Ads for HVAC, from Google's own help pages: pay per lead, 3 background checks, how credits work and how LSAs differ from Search.
Google Ads for HVAC contractors: how to structure campaigns for replacement jobs
Google Ads for HVAC contractors, built for replacement jobs: 3 campaigns, match types, 30+ negative keywords, location settings and booked-estimate tracking.
Angi, HomeAdvisor and Thumbtack vs building your own HVAC lead flow
How Angi, HomeAdvisor and Thumbtack send and charge for HVAC leads, per their own pro pages, and the 1 number to compare before you build your own flow.
21 HVAC marketing ideas, ranked by how fast they book replacement estimates
21 HVAC marketing ideas ranked from this week to next year, by how fast each one puts replacement estimates on your calendar. Start with the 7 fastest.
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.
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