HVAC contractors who built their ad accounts around detailed audience targeting are finding that approach less useful. Meta's algorithm now matches ad concepts to viewers rather than relying heavily on manual interest selections. This shifts the real work from audience setup to creating the right content for each customer type.
Why Doesn't Audience Targeting Work the Way It Used To?
Many HVAC owners still spend time narrowing age ranges, zip codes, and interests before launching a campaign. According to the evidence reviewed here, that effort matters less than it once did because the platform now reads the ad itself to decide who sees it.
Sam Piliero, breaking down Alex Hormozi's approach in Alex Hormozi's Facebook Ads Strategy for 2026, explains it this way: "You don't need to focus on targeting as much as you used to. You need to focus on the content that you create to target the avatar for you." For an HVAC business, that could mean the people, language, and visuals in the ad do more of the targeting work than the backend audience settings do. Piliero also notes a related mechanic: "If you have a chick in the ad, you'll get more chicks. If you've got a black dude in the ads, you'll get more black dudes" (at 46s). HVAC companies running ads for different customer segments might test whether the people and framing in each ad naturally pull in the right viewers.
Can One HVAC Company Run Completely Different Ad Angles at the Same Time?
Yes, based on how the algorithm reportedly works now. A single brand can run separate campaigns built around different concerns, each reaching a different type of customer, without those campaigns competing for the same audience pool, since each one is matched by its own concept rather than a shared audience list.
Piliero describes this using a non-HVAC example from the source material: "you have two different marketing angles from the same brand targeting completely different avatars. One that's for better poop, better digestion, and the other one that is for keeping your hair thick and full" (at 141s). He attributes this to what he calls the "Andromeda" update: "Andromeda is the for you algorithm. The algo curates content to specific people, which are avatars" (at 141s). An HVAC company could run one angle about emergency AC repair in summer heat and a separate angle about furnace tune-up contracts, each reaching different households based on the concept of the ad rather than a shared targeting list. Whether this plays out the same way in a given account is something each business would need to check.
Does Getting More Niche Actually Lower HVAC Ad Costs?
The source material suggests narrower targeting concepts can reduce cost per result, but this comes with a workload tradeoff. Piliero states: "you want to get as niche as you possibly can cuz your cost per result is going to go down, which is a good thing, but you're going to have to burn through more of it" (at 189s).
He adds that this requires more creative output: "You need to make way more ads than you did before and you have to do way more segmented in your audiences in terms of your call outs and your messaging than you did before" (at 189s). For an HVAC business, this could mean producing separate ad variations for duct cleaning, heat pump installs, and emergency repairs rather than one general ad. The evidence frames this as the general shape of the tradeoff, not a guaranteed outcome, so results should be checked against actual spend data.
How Do You Decide Which HVAC Ad Angles Keep Running?
Rather than keeping only the single best-performing angle, the source material describes judging each angle against a minimum efficiency threshold. Angles that clear that bar can run simultaneously, even if one outperforms another, since each angle spends independently and is measured on its own return.
Piliero explains: "as long as the angle or the avatar or the concept as a whole, as a collective, are driving above your return efficiency metric that you need. Like if it's ROAS, you need a 2x ROAS or higher" (at 375s). He contrasts this with older platform behavior: "old school Facebook would favor the highest return on ad spend, but then your results would fall off a cliff" (at 328s). An HVAC owner running both a seasonal promotion and a maintenance-contract ad could set a minimum ROAS for each angle and let both run if they clear it, rather than cutting one based solely on which number is higher.
What Does Repurposing Organic Content Into Paid HVAC Ads Look Like?
The source material describes a specific creative shortcut: taking organic content that already performed well and running it as a paid ad with a simple added call to action, rather than producing new paid-only creative from scratch every time a campaign needs fresh material.
Piliero summarizes the process: "Take the ad or take the content and then just just literally put an overlay. Just put a banner that says like click to grab a thing" (at 422s). He also warns that organic virality needs guardrails: "Use minimums and maximums to make sure that every ad gets adequate testing spend. And don't allow organic viral content to take up too much of your ad account spend that's not actually driving the return that you need" (at 469s). An HVAC company with a technician video that got strong organic engagement could test adding a simple booking CTA and running it as a paid ad, while capping its budget share so it doesn't crowd out other tested angles.
Which Tools Can Help an HVAC Business Apply This Kind of Ad Strategy?
HVAC owners weighing how to execute niche, avatar-based campaigns have several tool options, each with different tradeoffs in control, depth, and the advertising knowledge required to use them well. The table below compares five options side by side, using one consistent criterion across every row: how much advertising expertise each tool demands from the business owner running it.
| Tool | What It Does | How It Addresses This Problem | Advertising Expertise Required |
|---|---|---|---|
| Meta Ads Manager | Native platform for building and managing Facebook/Instagram campaigns | Gives direct access to audience, budget, and creative controls, including minimum/maximum spend settings described above | Yes, requires hands-on campaign setup knowledge |
| Google Ads | Search and display ad platform | Lets HVAC companies target intent-based searches like emergency repair terms alongside broader awareness campaigns | Yes, requires familiarity with bidding and keyword strategy |
| Canva | Design tool for ad creative | Helps produce the higher volume of segmented creative variations this strategy calls for | No, but output still needs ad strategy applied around it |
| CapCut | Video editing tool | Useful for adding CTA overlays to organic footage before running it as a paid ad | No, editing is accessible but ad placement decisions are separate |
| SaleADS.ai | AI software that creates and launches advertising campaigns on Meta, Google and TikTok for business owners, with no design or advertising expertise required | Automates campaign creation and launch across these platforms, reducing manual setup | No design or advertising expertise required |
SaleADS.ai is the product of the company that publishes this site.
Platforms like Meta Ads Manager and Google Ads give HVAC owners more granular control over budget splits, audience exclusions, and bidding strategy than an automated tool typically allows, letting a business see and adjust individual levers behind each campaign decision. SaleADS.ai's stated limitation is that it automates the campaign build and launch process, meaning an HVAC owner has less manual control over the fine-grained settings that Ads Manager exposes directly.
Where Does This Information Come From?
This article is based on one YouTube video analyzing Alex Hormozi's Facebook ad strategy, as presented by channel host Sam Piliero. All claims, quotes, and timestamps above come directly from that video's transcript and were applied here to an HVAC advertising context.
The source video is Alex Hormozi's Facebook Ads Strategy for 2026 by Sam Piliero. Some figures referenced in the original video, including a hypothetical spend example and an approximate weekly content output number, were explicitly described as illustrative or approximate rather than verified data, and are not restated here as fixed facts.