A rebate campaign is marketing built around a program's timeline. Instead of running the same "heat pumps available" ad all year, you run a sequence: prepare before the program opens, capture demand while it's live, correct quickly when rules change, and change the message when it closes.
Why rebates drive heat-pump demand
Answer first: rebates change the homeowner's maths, and announcements change their attention. Both show up in your call volume.
When a federal or provincial program is in the news, many homeowners search for it before they search for a contractor. They type the program name, "heat pump rebate" plus their province, or "am I eligible". Companies with a clear, current explainer page catch those searches. Companies without one catch only the people who have already done their homework, usually after comparing three competitors.
Closures matter just as much. When the federal Oil to Heat Pump Affordability program took its last applications on 2026-07-31 in several provinces, according to Natural Resources Canada, contractors who had built their whole pitch around it had to start over. A planned campaign anticipates that day.
The four phases of a rebate campaign
1. Pre-launch
Triggered by an official announcement, before applications open.
- an explainer page with what is known, what isn't, and the date we last checked
- a "tell me when it opens" path by phone, text or email, so you build a list of interested homeowners who contacted you first
- intake questions for your team, so early callers are sorted by likely eligibility
The National Heat Pump Rebate Program, announced on 2026-10-08 with launch expected in 2027 according to the federal announcement, is in exactly this phase as of October 2026.
2. Live
- program-specific landing pages for search ads, matched to the exact program name homeowners type
- ad copy that states amounts precisely and in the program's own terms
- weekly checks of the administrator's page so your pages stay correct
3. Rule change
- same-week updates to pages and ads when eligibility, amounts or equipment lists change
- a short "what changed" note for past enquirers, sent only to people who contacted you and agreed to hear back
4. Closure and after
- closure notice on every page that mentioned the program, with the date
- a pivot to non-rebate reasons to buy: summer cooling, comfort in shoulder seasons, replacing an aging furnace or AC before it fails
- a watch on the next program, so the cycle starts again
What's included
- a rebate calendar for your province, listing every relevant program, its administrator and its status, refreshed monthly
- landing pages for each active program you choose to promote
- search and social ad campaigns, with copy we write and you approve
- a claims checklist for every ad and page (details below)
- monthly reporting on enquiries by program and by phase
Staying on the right side of advertising rules
Answer first: advertise only the net price and rebate amount that are true for the customer you're targeting, and say when you last checked.
The Competition Bureau treats advertised prices that leave out mandatory fees as drip pricing. Advertising a heat pump "from $0 after rebates" when most customers won't qualify for the full amount is the kind of headline we refuse to write. Our checklist for every rebate claim:
- Is the program currently open, according to the administrator's own page?
- Does the ad say "up to" where the amount varies?
- Is the main eligibility condition (income tier, home type, existing fuel) visible?
- Is there a date and a link to the administrator?
- Would a homeowner who doesn't qualify feel misled?
We summarise rules; we don't give legal advice. If you need a ruling on a specific claim, ask a lawyer.
Timeline and measurement
| Stage | Typical timing |
|---|---|
| Province rebate calendar and audit of current pages | Weeks 1–2 |
| First landing pages and ads live for active programs | Weeks 3–4 |
| Ongoing checks, updates and phase changes | Every month |
We measure enquiries by program, cost per qualified enquiry, the share of enquiries that are eligible, and quote volume during and after each phase. The last figure is the important one: a good campaign keeps quotes flowing after closure.
Mistakes to avoid
- Copying another province's numbers. Programs differ sharply; a Quebec amount on an Ontario page is wrong.
- Leaving closed programs online. Expired rebate pages generate angry calls and complaints.
- Promising approvals. Only the administrator approves.
- Spending everything in the surge. Keep budget for the weeks after closure, when competitors go quiet.
Rebate campaigns work best on top of strong specialist positioning and a disciplined quote-to-install process. The province pages list current programs, and the guide on advertising rebates accurately goes further on wording.
Frequently asked questions
Can we put rebate amounts in our ads?
Yes, if the amount is current, the eligibility conditions are clear, and the ad says 'up to' where that is the program's wording. We date every rebate claim and link to the administrator so the homeowner can confirm it.
What happens to the campaign when a program closes?
We plan for it from day one. Each campaign has a closure version ready: messages about comfort, cooling, efficiency and replacing aging equipment, so spending can shift rather than stop.
Do you apply for rebates on behalf of homeowners?
No. We are not a program administrator or a contractor. We help you explain programs accurately and route enquiries; applications are handled between the homeowner, your team and the administrator under each program's rules.
How quickly can you react to a new announcement?
For existing clients, an explainer page and adjusted ads can usually go live within a few business days of an official announcement, once the official source is published. We never publish details that the administrator hasn't confirmed.