Dayparting

Set at the ad set level on a lifetime budget. You choose the hours, Meta stops delivering outside them, and the budget concentrates into the windows you chose.

Why it matters for HVAC

This is worth more here than in almost any other vertical, because the value of a lead collapses if nobody picks up. A form fill at 11pm on Saturday is worth a fraction of the same fill at 10am Tuesday, and a call ad running when the office is closed is buying the moment of highest intent and then dropping it.

The counter-case is real and worth stating: emergency demand does not keep office hours, and a contractor with genuine after-hours cover should be buying exactly the hours their competitors have switched off.

How it is measured

Break performance down by hour and by day and look at booking rate rather than cost per lead. Leads are often cheapest in the hours they are worth least, which is why the cost figure alone points the wrong way.

A worked example

A contractor runs 24/7 and finds that 31% of leads arrive between 8pm and 8am, at a cost per lead 18% below the daytime average, booking at less than a third of the daytime rate. Restricting delivery to staffed hours raises cost per lead and lowers cost per booked job, which is the trade worth making.

These figures are invented to show the arithmetic. They describe no real business.

Where this is demonstrated

The Advantage+ against manual pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.