You can have movement in your ad without actually putting in animation. Picture those advertisements where the drop goes into the milk and all you see are the drops coming up and at you. The still picture is amazing and it speaks volumes. This is what you are looking at for eye-popping ads. You need to attract the attention of your possible clients. Movement can be very distracting, but movement can bring out the dynamics of your design. As in the thought about the drop of milk splashing upwards and all you can is the cookie going in and the drops that have flown out, you have action with the animation. I’m not sure how someone would work this out with HVAC. I would have someone sitting near the furnace and their face would be blue. He would be wrapped in blankets and the curve lines to show he is freezing and shaking. The furnace would have a sad look in its face, but the HVAC technician would be sitting in front of it with a tool that is perfect to get it running. You can even do the reverse for the air conditioning. The thought behind all of this rambling is that you need to create a dynamic design that will attract someone’s attention. Be it through humor, or realism, you will have attention with the right graphics and pictures and the appearance of motion. Throw in the color that keeps your website fresh and readable, and get some good copy. You will have a lot of click through results.