96 Meta leads, $19 CPL on heat pumps, rebate-led creative that converts.
LEDCOM is a Melbourne HVAC installer running on the Victorian Energy Efficiency (VEET) and Energy Saver Scheme (ESS) rebate programs — ducted AC, split systems, heat pumps, hot water. The rebates change the economics: homeowners can get $0 upfront installs. The challenge was translating that offer into creative that cut through Facebook feeds saturated with tradie ads.
Two parallel campaigns — heat pumps and air conditioning — each with their own budget, creative rotation and audience targeting.
LEDCOM (est. 2017) installs ducted AC, split systems, heat pumps and hot water systems across Melbourne — all tied into the VEET and ESS rebate schemes, which lower the upfront cost for homeowners significantly.
HVAC is a commodity category on Meta — dozens of installers run similar ads with similar CTAs. LEDCOM needed creative that made the rebate offer the hero, not just another promo. And they needed consistent leads, not just a spike.
Meta Ads targeting homeowners, builders and property managers — with rebate-led creative ("$0 plus install fee", "Save 70% on hot water") and visible LEDCOM branding. Google Ads capturing high-intent "split system installation" and "heat pump Melbourne" queries. A dedicated landing page with rebate eligibility form.
We split Meta into a dedicated Heat Pump campaign ($25/day) and an Air Conditioning campaign ($75/day). Different audiences, different creative rotations, different seasonality. 96 qualified Meta leads in total — 40 on heat pumps at $19.18 CPL.
Seven Facebook feed creatives tested across the two campaigns. Core hooks: "The Smart Way to Get a Hot Water System", "One Upgrade. Double the Savings.", "Hot Water The Smart Way", "One Form Away From Huge Energy Savings". Each one made the $0-plus-install-fee rebate the visual hero. The green-and-orange LEDCOM brand stayed consistent across every creative — builds recall in the feed.
A single, rebate-focused landing page with a short eligibility form. Clear price anchor, clear eligibility bullet points (government rebates, reverse-cycle heating/cooling, installation under 1-2 days). Form captures name, phone, email, city, postcode — ready for LEDCOM to call and book in.
The Heat Pump campaign carried the efficiency — $19.18 per lead, 14,632 impressions, 5,550 reached on a $25/day budget. The AC campaign spent more ($75/day) to reach 13,597 people and generated 56 leads at $43.76 CPL — the broader category, but still delivering at scale.
Google Ads ran in parallel to capture the homeowners already Googling "ducted aircon quote", "heat pump rebate Melbourne", "split system installer near me". The search side of the funnel that doesn't need the feed-stopping creative — just ad copy that matches intent.
Three ad groups: Ducted, Split System, Heat Pump — each pointing at its relevant service section of the LEDCOM site. Ad copy led with the rebate line ("VEET rebate eligible", "Install from $1,999"), same creative angle as Meta so the messaging stayed consistent end-to-end.
LEDCOM's rebate offer is strong — we made sure the creative and funnel actually communicated it. Both campaigns are still running today on the same structure.
"In a commodity category, the creative is the offer. Make the rebate the hero, or get lost in the feed."
Every HVAC installer in Victoria runs the same VEET rebate. What separates the ones that convert from the ones that don't is how visibly the offer lives inside the creative. LEDCOM's $0-plus-install-fee got its own green-and-orange design system — every ad, every landing page, same visual language. That's why the Heat Pump campaign hits $19 CPL instead of the $60–$100 typical for this category.
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