Reels placement

Full-screen, vertical, sound-on by default, and scrolled at speed. Attention is cheaper here than in the main feeds because supply has grown faster than advertiser demand.

Why it matters for HVAC

The format suits the trade unusually well. A phone held sideways in a plant room, a technician explaining what failed, a thirty-second walk around a finished install: this is content contractors can produce genuinely, and it outperforms produced advertising because the viewer is screening for whether you are real.

The mistake is running feed creative here. A horizontal video letterboxed into a vertical slot signals an advertisement before the first second is over, and the surface is unforgiving about that.

How it is measured

Read hook rate and hold rate separately from feed placements, because the benchmarks are different. Cost per thousand impressions is usually lower; whether that translates depends entirely on whether the creative was made for the format.

A worked example

A contractor runs the same video in feed and Reels. Feed: hook rate 28%, cost per thousand $16. Reels with the letterboxed cut: hook rate 9%, cost per thousand $9, and a worse cost per lead despite the cheaper impressions. Reshot vertical with the failed part in frame at the first second: hook rate 34% and the cheapest leads in the account.

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

Where this is demonstrated

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