Sturdy & Sons HVAC: Ads & Email Campaign

01 Meta Ads Facebook & Instagram

S&S

Sturdy & Sons HVAC

Ad 1: "The $20 part" (emergency, cold traffic)

Primary text: AC quit in the heat? Before anyone quotes you a new system, let us check the $20 part first. A failed capacitor is one of the most common reasons an AC stops cooling, and it's a same-day fix. You'll see what broke and what it costs before we touch a thing.
Headline: Check the $20 Part First (24 chars)
Description: Same-day AC repair (18 chars)
CTA button: Book Now
Audience: Homeowners 30 to 65 within 25 miles. Runs May through August, heavier on days over 90°.
Creative direction: Close-up of a tech's open hand holding a bulged, burnt-out capacitor, the condenser blurred behind it. On-image text: "This was the whole problem." No stock smiles, no thermometers.

The thinking

The most-repeated HVAC horror story online is the $10,000 replacement quote that turned out to be a capacitor. Homeowners have read it, or lived it, so they scroll with their guard up. This ad agrees with them before it asks for anything. It also sets up the visit: when the tech shows up, the homeowner already expects to hear what actually broke, not a pitch.

S&S

Sturdy & Sons HVAC

Ad 2: "Fair question" (retargeting, recurring revenue)

Primary text: Fair question: are maintenance plans just a way to get a salesman in your house? Some are. Ours is two real tune-ups a year (about an hour each, not 15 minutes), 15% off repairs, and no after-hours fees. It's $19 a month. Cancel with one phone call and the billing stops that day.
Headline: The Plan With No Sales Pitch (28 chars)
Description: $19 a month. Cancel by phone. (29 chars)
CTA button: Learn More
Audience: Past customers and site visitors from the last 180 days. Runs March to April and September to October, before each busy season.
Creative direction: A real tune-up checklist on a clipboard, every line ticked, "62 min" written at the bottom in pen. Small orange club badge with the $19 price. Reads as paperwork, not an ad.

The thinking

The chains lead with a $39 tune-up, and homeowners have figured out what that buys: a 15-minute visit and a list of things to replace. So this ad says the suspicion out loud, then answers the three complaints that come up most about plans: rushed visits, upsells, and getting billed after cancelling. $19 a month is $228 a year, right in the normal range for a service plan, so the price holds up if anyone checks.

02 Google Ads Search: people ready to call

Google · "ac repair near me"

Ad · sturdyandsons.com/AC-Repair/Same-Day

Same-Day AC Repair | We Check the Cheap Parts First | Sturdy & Sons HVAC

Most dead ACs are not dead. We check the cheap parts first and show you what failed. You see the price before we touch anything. Want a second opinion? Take the quote home.

24/7 Emergency Line Comfort Club $19/mo Why We Repair First Book a Tune-Up

Call extension: (555) 012-3456

Responsive Search Ad: AC repair

Headlines (13 of 15): Sturdy & Sons HVAC18/30
Same-Day AC Repair18/30
We Check the Cheap Parts First30/30
Repair Before Replace21/30
The Price Before We Touch It28/30
Take the Quote Home. No Rush.29/30
A Sturdy Answers the Phone26/30
Family-Owned Since 197823/30
No Investors. Just the Sturdys30/30
Furnace & Heat Pump Repair26/30
Hour-Long Tune-Ups, Not 15 Min30/30
Free Second Opinion on Quotes29/30
24/7 Emergency HVAC Service27/30
Descriptions (4 of 4): Most dead ACs are not dead. We check the cheap parts first and show you what failed.84/90
You see the price before we touch anything. Want a second opinion? Take the quote home.87/90
Same-day repair, a 24/7 line, and a Sturdy picks up. Family-owned in town since 1978.85/90
Comfort Club: 2 hour-long tune-ups a year, 15% off repairs, no after-hours fees. $19/mo.88/90
Display path: sturdyandsons.com/AC-Repair/Same-Day
Keywords: [ac repair near me], "ac repair", [emergency hvac repair], "furnace repair", "ac not cooling", "ac capacitor replacement", "second opinion ac replacement"
Negative keywords: jobs, salary, training, school, diy, "how to", parts, walmart, home depot, car, auto
Sitelinks: 24/7 Emergency Line · Comfort Club $19/mo · Why We Repair First · Book a Tune-Up
Callouts: Repair Before Replace · Quotes Good for 30 Days · Same-Day Service · Family-Owned Since 1978
Other assets: Call asset (shows 24/7), location asset from the Google Business Profile, ad schedule weighted to evenings and weekends.

The thinking

Search for "ac repair near me" and every ad says the same four things: upfront pricing, same day, satisfaction guaranteed, licensed techs. Nobody can tell them apart. These headlines lean on what people actually post about after a bad visit, which is being sold a system they didn't need. "Repair Before Replace" and "Take the Quote Home" answer that head-on. The "second opinion" keyword catches people holding a replacement quote they don't trust, and that searcher is ready to book today.

03 Email After the first visit

Sturdy & Sons HVAC

Header image · images/email-1.jpg

Thanks for having us over, Sam.

Here's what we did yesterday, in writing: Tom replaced the capacitor on your outdoor unit. Everything else checked out, and we're not recommending anything else right now.

If it acts up again this year, the fix is on us. And if anyone ever tells you the system needs replacing, call us first. We'll come take a look for free.

Last thing, then I'll leave you alone. We run a $19/month Comfort Club: two tune-ups a year and no after-hours fees. No pressure. It's there if you want it.

What the club includes

Jess Sturdy, third generation

Email 1: New customer welcome

Subject: What we fixed, in writing (25 chars)
A/B subject: Thanks for having us over, {{first_name}}
Preview text: Plus who to call if anyone says it needs replacing.
Sends: The morning after a first completed service visit.
Exits when: They join the Comfort Club or book a second visit. No open in 3 days: resend once with the A/B subject.
Goal: Prove the visit was honest, give them a reason to call Sturdy before any other shop, and mention the club once.

The thinking

The day after a repair, people wonder if they got the real fix or the first step of an upsell. So this email opens with a written record of what was done and says plainly that nothing else is needed. That sentence builds more trust than any coupon. The free second look turns a competitor's future replacement quote into a reason to call Sturdy. The club gets two sentences and an honest "no pressure," because the whole email is arguing that this shop doesn't push. The job line is a merge field filled from the work order.

Sturdy & Sons HVAC

Header image · images/email-2.jpg

Your AC's been off since September, Sam.

In about three weeks, everyone in town turns theirs on for the first time. The ones with a weak part find out that same afternoon, and that's when the wait for a tech starts.

A tune-up is $89 and takes about an hour. We clean the coils, test the capacitor, check the refrigerant, and tell you what we found. If something's wearing out, you get a photo and a price, and you decide later. Nobody decides anything on the spot.

Pick a time

Jess Sturdy, third generation

Email 2: Seasonal tune-up reminder

Subject: Your AC's been off since September (34 chars)
A/B subject: Before the first 90° weekend
Preview text: An hour, $89, and a photo of anything wearing out.
Sends: Early April to customers with no visit in 10+ months (AC version shown). A furnace version with its own subject goes out in early September.
Exits when: They book. Comfort Club members get a separate version that says their tune-up is already included.
Goal: Fill the schedule before the rush and bring back past customers.

The thinking

This email has to get past two objections homeowners raise over and over: "tune-ups are an excuse to sell me something," and "cheap tune-ups are 15 minutes of nothing." So it lists what the tech actually does and promises a photo and a price with no decision on the spot. The $89 is right in the email, because hiding it would look like the $39 bait everyone else runs. The timing does the rest. It lands a few weeks before the first hot weekend, while there are still open slots.