Affordable Service SolutionsYour marketing playbook.

You have a top rating and a strong offer stack; the gaps are review volume against the biggest local rivals and an online presence that has not been updated in places since 2020. Everything here comes from public listings and your website.

The business at a glance

What jobs cost locally

Published price guides for Richmond put furnace repair at about $150–600 and furnace installation at about $3,000–7,500, with after-hours calls often adding $75–150 (Modernize). Competitor Next Level Heating & Air advertises an $89 trip charge; your diagnostic is $120 regularly and $99 on special. One 2026 benchmark put HVAC customer lifetime value around $15,340, which is why a maintenance customer is worth far more than one repair (Webtonic).

Strengths to put in every ad

Gaps to fix

Your market

The takeaway: your customers are homeowners in the county and surrounding towns, not students in town. Ads should target homeowners and households, not just a ZIP code.

Competitors

Google counts were read from Google Maps on the date at the top of this guide. Rivals have pulled further ahead than older directory data suggested.

In Morehead the field is thin: Eagle Air (32 reviews), Air Integrity, Top Notch, Kentucky Climate, Service of Morehead and The Air Doc (10 reviews). A company with 90+ five-star reviews would stand out there. Drive time is the real constraint, not competition.

Your online foundation is stronger than most local competitors': a deep, search-friendly website, a 5.0 Google rating and an established marketing vendor. The gaps are in turning visitors into calls and in proof: no online booking, generic copy, static reviews, manufacturer stock photos, and no way to tie calls to the ad that produced them.

Method: I reviewed your website pages, public listings and review sites, and compared them with 2026 roundups of the best HVAC websites. I could not view the site in a browser, run a speed test, or see your Google, Meta or TV ad accounts, so those items are marked "not checked."

Scorecard: your whole online presence

Website critique against the best HVAC sites

The best HVAC sites in 2026 share a pattern: a real photo of their own technician or truck in the first screen, a tap-to-call button, the star rating, license and years in business near the top, a seasonal offer bar, visible financing, a maintenance club in the menu, and online booking (UENI's 30 best HVAC websites).

Overall: 28 out of 50 on the five scored areas (my assessment).

The biggest gap in one sentence: the site calls Affordable "world-class" but never shows the 5.0 rating, the real crew, or the second-opinion stories customers rave about.

Why it matters, from vendor-published 2026 benchmarks: the average HVAC site turns 2–3% of visitors into leads, well-optimized sites 5–8%, and dedicated single-offer landing pages 12–22% (Webtonic). 63% of homeowners prefer to request service online, yet only 28% of HVAC businesses offer online scheduling (Webtonic, citing ServiceTitan). In one case, cutting mobile load time from 4.2 to 1.4 seconds lifted phone leads 45% (Webtonic).

Listings and social media, checked one by one

Google is strong, but every other listing tells a slightly different story: three different phone numbers, a wrong category on Apple Maps, "Lexington" in descriptions, and two different logos. I checked each one in a browser on the date at the top of this guide.

What the listings reveal

• The team is bigger than the website shows. Reviews name Matt, Ethan, Jace, Gaven, Marco, Dakota and Brian, and the Google profile shows a group photo of the crew. The website's team page lists three people. Put the crew photo and names on the site.
• The dog is already the brand. The Facebook post of the dog in the company cap and bandana is the page's best performer, and the Facebook profile logo now features a dog in a cap. That makes the new video ad a natural fit across channels.
• Recent reviews tell a strong story. Google reviews from the past year mention a technician fixing a unit after two other companies couldn't come out, Brian talking a new homeowner through a deep freeze by phone, and replacement financed at "a reasonable price."
• Phone numbers: 859-779-0122 (website, Facebook, BBB), 859-972-7953 (Google, Bing), 859-785-4885 (Apple Maps, Yellow Pages and copies), 859-779-9122 (Lennox). Decide which are tracking lines and which are dead, then make every listing match.

Listing checklist

• Choose the main number and confirm whether 859-972-7953 is a RYNO tracking line
• Google: primary category "HVAC contractor"; add heating, furnace and AC categories; add every service town; post weekly
• Apple Business Connect: claim the listing, fix the category and phone
• Bing Places: change "Lexington" to Richmond
• Yelp: remove "accepts cryptocurrency" if untrue; add 24/7 emergency note
• Facebook: pick one logo; switch to a branded email; turn on and ask for recommendations
• Lennox locator: correct the phone number
• Nextdoor: claim a free business page
• Use one listing-sync service (several exist) to push the correct name, address and phone to the long tail of directories

What customers actually say

Your own reviews describe a company that is honest, fast and personal, which is a sharper story than "affordable." From the testimonials on your site:

The themes: honest second opinions, fast emergency response, the owner's personal involvement, and options instead of pressure.

Suggested positioning line: The Richmond heating and air company that tells you the truth before it sells you a system: family-owned since 2012, 5.0 on Google, and known for fixing what other companies said had to be replaced. Use it in the homepage headline, the TV and streaming ads, and Facebook retargeting.

Priority fixes, ranked

Items 1–7 overlap with the foundation checklist below; together they are the work to finish before buying more reach.

These steps cost little or nothing and should be done in the first two weeks, because streaming ads send people to Google and your website, and those need to close the sale. Your website vendor, RYNO Strategic Solutions, may already handle some of this; check with them first.

Week 1: listings and phone numbers

• Pick one main phone number (the website uses 859-779-0122) and confirm which of the other three are still live.
• Correct the number on the Lennox dealer locator, which shows 859-779-9122.
• Update Yellow Pages, Yelp, Bing, Apple Maps, Facebook and the Chamber listing to the same name, address and phone.
• In Google Business Profile, confirm hours, add "24/7 emergency service," list every service and every town served, and post a photo or offer weekly.

Week 1: website

• Replace expired or expiring coupons with new dates (the $99 diagnostic, $185 maintenance agreement and free estimate).
• Put the maintenance agreement price on its page with a "sign up" button.
• Replace the static testimonials with a live feed of recent Google reviews.
• Change page descriptions that say "Lexington" to "Richmond" where the page is about Richmond.
• Build one simple landing page for ads (offer, reviews, financing, phone, short form), plus a Morehead page if you will serve it.

Week 2: Google ads that catch emergencies

• Set up or check Google Local Services Ads (the "Google Guaranteed" listings at the top of search). You pay per lead, not per click. One 2026 study of 409 HVAC accounts found about $51 per lead and a 44% booking rate.
• Keep a small branded search campaign on "Affordable Service Solutions" so competitors cannot buy your name. Branded leads ran about $34 in the same study.
• Answer calls fast. Missed calls are the most expensive leak in any HVAC marketing plan.

Week 2: reviews

• Text every finished customer a direct Google review link the same day.
• Goal: pass Madison HVAC/R (197) and Joseph's (204) first. At roughly 5 new reviews a week, that takes about five months; passing Watson (275) takes about eight (my estimate).
• Reply to every review, good or bad, within a day.

Week 2: tracking

• Get at least two call-tracking numbers (one for Google, one for streaming) that forward to your main line. Services such as CallRail cost tens of dollars a month (price varies; check current plans).
• Add "How did you hear about us?" to every booking call and log the answer.

Ask Lennox

• Ask your Lennox territory rep whether co-op advertising funds can pay part of TV, streaming or digital ads, and what the ad must show. Many manufacturers offer this; I could not confirm Lennox's current terms.

YouTube, Spotify and Pandora are the best value for a local HVAC company; Hulu and Roku are worth one test for the TV-screen effect; Netflix and Amazon are out of reach at this budget. Prices are 2025–2026 estimates from industry guides and change with season and targeting, so confirm inside each ad account.

Why streaming now

• More US homes now watch without cable than with it, a first in 2026 (Video Advertising Bureau).
• 69% of US households use at least one ad-supported streaming service (Parks Associates, 2026).
• Nearly half of US TV time is now streaming (Nielsen, July 2026).
• Local streaming lets you pay only for homes in your towns, unlike cable, which sells whole zones.

Platform comparison

"CPM" means cost per thousand times your ad is shown.

What the minimum buys

To reach about 25,000 homeowner households 4 times each, you need about 100,000 showings: roughly $2,500–3,500 on TV-screen streaming, $1,100–1,600 on YouTube or $1,500–2,500 on music (my arithmetic). That is why a single $500 test can tell you the ad runs but not whether it pays.

What a lead costs on other channels

Use these as the yardstick streaming has to beat. All come from companies selling marketing services, and some mix HVAC with plumbing.

Showing ads only to people who already visited your website is the cheapest, lowest-risk way to use Facebook, at roughly $5–15 a day, but it needs a working Meta pixel, enough website traffic, and care with Meta's housing ad rules.

How it works

1. Meta pixel: a small piece of code from Meta goes on every page of your site and records who visits. Meta's Conversions API, run alongside it, recovers visitors that browsers and iPhones block (pixel-only tracking misses an estimated 15–30% on iOS).
2. Website audience: in Meta Ads Manager you build a "website visitors" Custom Audience, for example everyone from the last 30, 90 or up to 180 days.
3. Ads to that audience only: your ad then shows on Facebook, Instagram and Messenger to people who have been on your site, reminding them to call.

What it costs

Those lead costs are for ads shown to new audiences. Retargeting people who already know you usually produces the lowest cost per result on Meta, though no HVAC-specific retargeting figure is published.

Requirements and limits

• Check for a pixel first. Your site runs Google Tag Manager, but I could not confirm from outside whether a Meta pixel is installed. Ask RYNO Strategic Solutions; if there is none, it takes minutes to add through Tag Manager.
• Audience size. Meta's floor is 100 people, and sources recommend 1,000 or more for steady delivery. Check monthly visitors in Google Analytics; if traffic is low, use a 90–180 day window rather than 30.
• Housing rules. Meta's definition of housing ads includes "housing repairs," so HVAC repair ads can fall under its Housing special ad category, and financing offers fall under Financial products and services. In those categories you cannot target by age, gender or ZIP code, the location radius is at least 15 miles, and lookalike audiences and exclusions are off. Declare the category honestly when Ads Manager asks; skipping it can get ads rejected or the account restricted. Confirm in Ads Manager that your website audience is still allowed for the category you select.
• Keep it to visitors only. Meta's automatic "Advantage+ audience" setting can treat your audience as a suggestion and show ads to strangers. Use the original audience options so the ads stay with your website visitors.
• Watch repetition. A small audience sees the same ad often. If the frequency in Ads Manager climbs past about 5–6, lower the budget or swap in a new ad. Refresh ads every few weeks.

What to show visitors

Split audiences only if each stays above about 1,000 people; otherwise run one audience with one strong ad.

• Reuse your video ads: vertical 9:16 for Reels and Stories, square 1:1 for the feed, 15–30 seconds, captions on (most people watch muted).
• Use a "Call now" button rather than a form. One 2026 analysis found Meta lead forms cut cost per lead but roughly halved how many leads became booked jobs.
• Don't run emergency "no heat" ads on Facebook; those customers search Google. Use Facebook for replacements, financing and maintenance plans.

Why it pairs with streaming and TV

Nobody can click a TV or Spotify ad. Some viewers will look you up later; retargeting catches those website visitors and keeps your name in front of them until they are ready to call.

Channel 27 in Lexington is WKYT, the CBS station (with The CW on 27.2), owned by Gray Media. It reaches the entire Lexington TV market, about 517,660 TV households, so much of what you pay for airs outside your service area. Broadcast TV still builds trust, but the current buy deserves an audit and a tracking number before you add or cut anything.

The Lexington TV market

Madison County is under 10% of that market's households (my estimate from the figures above), which is the core trade-off of broadcast TV.

What local broadcast TV costs

These are national 2026 estimates; WKYT's actual prices come only from its sales rep.

Prices rise with ratings: local news, prime time and Kentucky basketball cost the most. In election years, fall political ads also push rates up and crowd out local advertisers until the election passes.

Broadcast TV versus streaming TV

More US homes now watch without cable than with it, so a broadcast-only plan misses a growing share of homeowners.

Audit the current buy: questions for the WKYT rep

• What do you pay per month, and how long is the contract?
• Which channel does it air on: CBS 27.1, CW 27.2, or a subchannel such as MeTV? Subchannels cost much less and reach far fewer people.
• Which programs and times, and how many spots per week?
• How many impressions or ratings points does the package deliver, and what is the cost per point?
• Can you get a monthly report proving each spot aired, and what happens when a spot is missed?
• Does the package include WKYT's website, app or streaming ads, and can those be limited to your service-area ZIPs? WKYT's parent company also sells streaming TV, paid social and YouTube through Gray Digital Media, so compare its prices with the self-serve platforms in this guide.
• Who owns the commercial, and can you use it on streaming and Facebook?
• Is there a sponsorship option, such as a weather segment, that fits a heating and air company?

What to do with it

1. Put a dedicated tracking number in the TV ad and ask every caller how they heard of you. Measure for 30–60 days before deciding.
2. Compare cost per call from TV against Google and streaming.
3. If TV calls are weak, consider moving part of the budget to streaming targeted to your towns. Example: $2,000 a month at a $30 cost per thousand buys about 66,700 showings, all inside your service area (illustration, not his actual spend).
4. If TV calls are strong, keep it and let streaming and Facebook retargeting reinforce it.

Local radio is cheap per spot and good for repetition with drivers and rural listeners, but like broadcast TV it covers more than your service area and can only be measured with tracking numbers. The Lexington radio market ranks 106th nationally, with about 531,800 listeners aged 12 and up (Nielsen Audio via Radio Online).

Stations covering your area

Station list from Wikipedia's Kentucky radio list and Radio Advertising Rates.

What radio costs

Small Richmond AM stations will cost far less than Lexington FM stations, and reach fewer people.

Broadcast radio versus streaming audio

One HVAC marketing firm suggests mid-size-market HVAC companies split audio roughly 60–70% streaming and 30–40% broadcast; treat that as one vendor's opinion.

How to buy radio well

• Ask each station for a rate card and its audience among adults 35–64, then compare cost per listener, not cost per spot.
• Buy more spots on fewer stations, focused on morning and afternoon drive.
• Ask about weather sponsorships or packages that can run heavier during cold snaps and heat waves.
• Use a dedicated tracking number in every radio ad.
• A 30-second radio script fits about 75–85 words, so the Spotify script in this guide works with a few words added.

These are not video or audio streaming, but they come up in local media pitches, so here are the numbers to compare.

All of these are awareness buys like TV and radio: measure them with their own tracking number or skip them.

Each channel does a different job: Google catches people who need you now, Facebook retargeting reminds people who already looked, and TV, radio and streaming make your name the one they remember. Figures are the estimates from the sections above.

How they fit together

1. Catch demand: Google Local Services Ads and search ads answer people who are searching right now.
2. Remind: Facebook and Instagram retargeting follow up with people who visited your website.
3. Build your name: YouTube, streaming TV and audio, WKYT and radio make homeowners recognize you before they need you.

The usual mistake is funding step 3 without step 1, or never measuring step 3. Your current TV spend is step 3; the plan below adds steps 1 and 2 and tests cheaper, better-targeted step 3 options against it.

Move the sliders to set a monthly budget for each channel and see what it should return: calls, booked jobs and revenue from Google and Facebook, and showings and homes reached from streaming, TV and radio. Every number is a range built from the 2026 benchmarks in this playbook, so treat it as a planning tool, not a promise. Swap in your own job value, booking rate and margin at the bottom, and replace the estimates with your real numbers after 30 days of tracking.

Run a 90-day streaming test at about $1,250–1,350 a month, aimed at homeowners in Madison County first, while Google Local Services Ads catch the emergency calls. Expand to more counties only after a channel shows results.

Budget options

Streaming spend in B–D is on top of Google spend in A.

Add Facebook retargeting at about $150–300 a month to any option once the Meta pixel is in place. Your current Channel 27 spend sits alongside these options; once the audit shows its cost and results, it can stay, shrink to fund the streaming test, or grow if calls prove it out.

Rollout in phases

Who sees the ads

• Where: Madison County first (Richmond, Berea, Waco and nearby ZIPs), then surrounding counties.
• Who: homeowners, adults about 30–70, middle income and up where the platform allows.
• Leave out: the Eastern Kentucky University campus area and apartment-heavy zones where possible.
• Morehead: treat as its own small campaign later, with its own landing page, once you are sure you can staff calls there.

Break-even math

The formula: jobs needed per month = monthly ad spend ÷ gross profit per job.

These profit figures are examples, not your numbers. Plug in your real average profit per job. For reference, one 2026 dataset put the average HVAC ticket from Local Services Ads at about $2,110, and about $3,102 from paid search. If streaming adds even one or two replacement jobs a month that would not have come otherwise, it likely pays for itself.

Your one real advantage

The usual barrier to TV advertising is production: agencies charge $500–3,000 per video ad. Your videos are already being made, including a winter version, so nearly all the budget goes to airtime.

One clear offer, your 5.0 rating, your name and one phone number: that is the whole ad. Viewers cannot click a TV ad, so they must remember the name or the number.

Offers to feature (confirm dates first)

Financing and rebate ads must carry the lender's and Lennox's required wording (for example, "on approved credit" and the offer dates). Check the terms before an ad goes live.

Recent Lennox promotion terms, for reference when writing ads: up to $1,500 in rebates on a complete qualifying system (furnace or blower coil, AC or heat pump, and thermostat), up to $300 more on purifiers, zoning and smart thermostats, and no payments or interest for 12 months on approved credit. After the promotional period the rate was 11.95% APR, with a $3,000 minimum financed. Terms change with each promotion, so check the current one on the specials page.

30-second TV script (Hulu, Roku, YouTube)

Script

0–5s: Cold morning, furnace won't kick on.

Voice: "No heat? Affordable Service Solutions has you covered, 24/7."

5–20s: Technician at the door, family warm again. On screen: 5.0 stars on Google · Drug-tested, background-checked techs · Family-owned since 2012.

Voice: "Thinking about a new system? Get up to $1,500 in Lennox rebates and 12 months no interest, on approved credit, for a limited time."

20–30s: Logo, phone number, "Serving Richmond, Berea and Central Kentucky."

Voice: "Affordable Service Solutions. Call 859-779-0122."

15-second version

Script

"No heat? Affordable Service Solutions, Richmond's 5-star, family-owned heating and air team, is on call 24/7. Up to $1,500 in Lennox rebates for a limited time. Call 859-779-0122."

30-second Spotify or Pandora script (about 65 words)

Script

"Furnace acting up? Don't wait for the coldest night of the year. Affordable Service Solutions has served Richmond and Central Kentucky since 2012, with a 5-star Google rating and drug-tested, background-checked technicians. Right now, get up to $1,500 in Lennox rebates and 12 months no interest on approved credit, for a limited time. Affordable Service Solutions. 859-779-0122."

Use the streaming tracking number in place of the main number once it is set up.

Your video ad: the dog

The 42-second winter ad stars your own dog: shivering under a blanket by a space heater, calling for help, a technician arriving in a branded van, and the dog warm on the floor vent at the end, followed by the logo, 859-779-0122 and "24/7 Emergency Service." It tells the story without sound, which suits streaming and Facebook, and a real local pet makes it memorable.

Versions to make from it:

Fixes before it airs:

• Replace the smeared lettering on the technician's and dog's caps with the real logo, or blur it; it shows on a big TV.
• The technician works on an outdoor unit in the no-heat story; fine if it is a heat pump, otherwise show a furnace.
• Add "5.0 on Google" and "Family-owned since 2012" to the end card, and one current offer in at least one version.
• Use the right tracking number for each channel on the end card.
• Use one logo: the ad uses the older "Heating & Air Conditioning" swoosh while the Facebook page uses the newer dog-and-snowflake logo.
• Turn the dog into a recurring character: the van, yard signs, Facebook posts and the website hero.

Technical specs

• TV streaming (Hulu, Roku): usually exactly 15 or 30 seconds, high-definition video (1920×1080). Confirm each platform's spec sheet before exporting.
• YouTube: any length works; keep the name and offer in the first 5 seconds because viewers can skip.
• Spotify: audio up to 30 seconds; Spotify recommends no more than about 65 words, and it offers free voiceover help.
• Big-screen rule: large text, high contrast, the number on screen for at least 5 seconds.

Seasonal calendar

Streaming works best just before and during peak seasons, when homeowners are most likely to need you soon.

Judge streaming by total phone calls and searches for your name, never by "views" or "impressions," because nobody clicks a TV ad and the platforms' own reports tend to overstate their credit.

Three ways to measure, simplest first

1. Tracking numbers. Streaming ads show their own number; Google ads show another. Calls are counted automatically.
2. Ask every caller. "How did you hear about us?" Log it in a notebook or your scheduling software.
3. Compare counties. Advertise in Madison County but not, say, Clark County. If Madison calls rise and Clark's do not, the ads are working.

Weekly scorecard

Decision rule at day 90

• Keep a channel if total calls or branded searches rose measurably compared with the county you did not advertise in.
• Cut it if nothing moved. A thin budget may be the reason, and that money is better spent on Google Local Services Ads.
• Expand by adding surrounding counties, or the reseller TV option, only after a channel earns its keep.

These answers change the plan, so it is worth a short conversation before anything launches.

Costs and benchmarks are estimates from 2025–2026 industry guides, many written by companies that sell advertising. Business details are from public listings and your website as of the date at the top of this guide.

Your business and competitors

• Affordable Service Solutions website, specials, team, service area, maintenance agreement
• BBB profile; Lennox dealer page; Birdeye reviews; Yellow Pages
• Richmond HVAC ratings; Morehead HVAC ratings; BBB HVAC listings, Central Kentucky

Market

• Madison County data (DataUSA); Richmond, KY; ZIP 40475
• Streaming statistics 2026; VAB streaming report

Platform costs

• Spotify Ad Studio minimums; Spotify and Pandora costs; AudioGO pricing
• Hulu Ad Manager FAQ; Hulu ads guide; Roku costs
• YouTube ad costs; streaming CPM by platform; local TV costs

HVAC lead costs and measurement

• Local Services Ads statistics; HVAC benchmarks; HVAC benchmark caveats; cost per lead by industry
• Measuring streaming TV

Facebook, TV and radio

• Meta audience sizes; Meta custom audiences and Advantage+; HVAC Facebook ad statistics; home improvement Meta cost per lead; Meta housing category and HVAC; Special ad categories guide; local advertising costs
• WKYT-TV; Lexington market profile (TVB); WDKY profile, TV households; local TV costs (MNTN); local TV costs (Vibe); local TV costs 2026 (Adwave)
• Lexington radio ratings; Lexington radio rates; WLXX; Kentucky radio stations; HVAC radio advertising

Digital audit

• Affordable Service Solutions testimonials; contact page; Berea page

• 30 best HVAC websites (UENI); HVAC landing page statistics; HVAC website and booking statistics; HVAC landing page speed data

• Listings checked directly in a browser: Google Maps, Facebook page, Yelp, Bing Maps, Apple Maps, Meta Ad Library, Google search for "heating repair richmond ky"