Work Halden Heat Pumps
Halden Heat Pumps: stop selling the discount, answer the winter question.
A heat pump installer gets plenty of clicks from a discount ad, but few people book the free home assessment where jobs are actually won.
01The brief
Client
Halden Heat Pumps: a heat pump installer with 14 technicians, working on older houses in a cold-winter region.
Goal
More booked home assessments from the same monthly ad budget.
What was happening
The current ads lead with “$1,000 off installation.” They get plenty of clicks, but most callers want a price over the phone, and only a few book the free home assessment, which is where Halden actually wins jobs.
Constraint
Same budget. No new discounts.
02The creative
Strategy, copy and design by Forward.
The ad set: one buyer question per ad
Cold-climate heat pumps keep heating well below freezing. We size one to your house, so every room stays warm through January. Start with a free 60-second home check.
Tell us how you heat your home now and we’ll show you what a heat pump would cost to run, month by month, before anyone visits.
Most of our installs are done in a day, with the heat back on before dinner. We tell you the date and the crew before we start.
Will a heat pump keep your house warm all winter?
Answer three questions about your house. We’ll tell you which system fits and what it would cost to run, then book a free home check if you’d like one.
Question 1 of 3
What heats your home now?
OilPropaneElectric baseboardGas
Next questionMost installs: $14,000 to $22,000 before rebates
Licensed installersHome checks this week10-year parts and labor
- Same question as the ad. The headline repeats what the ad asked, so the click feels answered instead of redirected.
- A checker instead of a quote form. Three taps about the house, then a booked home check. Nobody has to ask for a price over the phone.
- The price range up front. It filters out bargain hunters before they call, which is the problem the discount ad created.
Sponsored
Will a Heat Pump Heat My House? | Free 60-Second Home Check
Cold-climate systems sized to your house. See running costs against oil, and book a free home check this week.
03The decision
Lead with the question homeowners ask, not the discount.
A discount pulls in people comparing prices, and they’re the callers least likely to book an assessment.
Homeowners who are seriously weighing a heat pump all ask the same thing first: will it keep the house warm in January? So every ad opens on that question, and the click lands on a page that answers it for their house in three taps, then offers the assessment.
04The outcome
What we test
The question-led ads and page against the current discount ad and homepage. Budget split 50/50, same audience and placements, for four weeks.
How we measure it
Cost per booked home assessment, counted from Halden’s booking calendar, with a separate tracked phone number for each version so calls count too. Clicks are reported but don’t pick the winner.
Baseline
The discount ad’s cost per booked assessment over the previous eight weeks.
What counts as a win
A lower cost per booked assessment at the same spend, with at least 30 bookings on each side so the difference isn’t noise.
What happens next
If the question-led version wins, it becomes the new control and we test the next question. If it loses, the report says why we think it did and what we’d try instead.
What would you like your marketing to do better?
Tell us in a few sentences. James, our strategy lead, replies by email within two business days.