Heat-pump marketing has to start from where the homeowner is: what heats the house now, what incentives exist this month, and how hard the winter is. Those three facts vary more between Canadian provinces than almost anything else in HVAC, so we plan every campaign by region. This hub summarises each one; the linked pages go deeper.
Two national facts sit above all of them. First, as of October 2026, the federal government has announced a National Heat Pump Rebate Program for 2027 that is not yet open. Second, the federal Canada Greener Homes Affordability Program is delivered only through provinces and territories that signed agreements, so it exists in some places and not others. Confirm current status with each administrator before you advertise.
- YTYukon
- NTNorthwest Territories
- NUNunavut
- NLNewfoundland and Labrador
- BCBritish Columbia
- ABAlberta
- SKSaskatchewan
- MBManitoba
- ONOntario
- QCQuebec
- PEPrince Edward Island
- NBNew Brunswick
- NSNova Scotia
West Coast: British Columbia
BC is two markets in one province. The mild, wet southwest coast and the colder Interior and North need different messages, and income-qualified rebate rules changed in July 2026.
In 2023, natural gas was the primary heating energy for 42% of BC households and electricity for 36%, per Statistics Canada. That balance means BC campaigns run both gas-to-heat-pump conversion and electric-baseboard replacement messages, often in the same city. Read the British Columbia page.
Prairies: Alberta, Saskatchewan and Manitoba
The Prairies are gas country with long, hard winters, so heat-pump marketing here leans on cooling, dual fuel and honest cold-weather education.
- Alberta: gas dominates, there's no province-wide home heat-pump rebate, and financing through the municipal CEIP program matters where it's offered.
- Saskatchewan: similar fuel mix, and the main utility rebate supports high-efficiency gas equipment, which shapes the comparison buyers make.
- Manitoba: the most active Prairie heat-pump market for incentives, with an Efficiency Manitoba rebate for cold-climate air-source units.
Central Canada: Ontario and Quebec
Ontario and Quebec hold most of Canada's homes, and they could hardly be more different for heat-pump marketing.
- Ontario: mostly gas-heated, with a large rebate program for cold-climate air-source and ground-source heat pumps and a free-upgrade stream for income-eligible households.
- Quebec: mostly electrically heated, with Hydro-Québec's LogisVert grants and French-language requirements for advertising and websites.
Atlantic Canada: New Brunswick, Nova Scotia, PEI and Newfoundland and Labrador
Atlantic Canada is where heat pumps are already mainstream. In PEI, they were the primary heating system for 36% of households in 2023, and in New Brunswick and Nova Scotia for roughly a quarter.
That makes the Atlantic market as much about replacement, upgrades and service as about first-time conversions. Oil heating is still common, and several oil-conversion programs closed during 2026, while Newfoundland and Labrador's takeCHARGE offer remains open as of October 2026. See New Brunswick, Nova Scotia, Prince Edward Island and Newfoundland and Labrador.
The North: Yukon, Northwest Territories and Nunavut
The territories have the longest heating seasons in the country, small and spread-out markets, and very different incentive pictures from one territory to the next.
Yukon has programs aimed at heat pumps and dual-fuel systems, the Northwest Territories' main rebates favour wood, pellet and renewable options, and no current Nunavut home heating rebate was verified as of October 2026. Nunavut also requires Inuktut in commercial advertising. Read the territories page.
Reading the fuel mix like a marketer
The single most useful number on each region page is the share of homes heated by each fuel, because it tells you what the homeowner will compare your heat pump against. A simple way to use it:
- Mostly gas: lead with cooling, dual fuel and long-term planning; keep incentive claims modest.
- Mostly electric: lead with comfort and efficiency against baseboards or electric furnaces.
- Significant oil: lead with running costs and reliability, and check which oil programs are still open.
- Many existing heat pumps: lead with replacement, upgrades and service.
How we use this in a campaign
For each client, we turn the region profile into three working documents: an incentive map with dates and administrator links, a list of the comparisons local buyers actually make, and a seasonal calendar. You can see how those feed into rebate marketing and comparison pages, or call, text or email to talk through your own province.
Frequently asked questions
Do you work with heat-pump installers outside British Columbia?
Yes. We are based in Vancouver and work with installers in all 10 provinces and 3 territories, by video call or in person as well as phone, text and email. Each region page explains how we'd adapt the playbook there.
Why does the province matter so much for heat-pump marketing?
Because the buyer's starting point changes. A gas-heated Alberta home, an electrically heated Quebec home and an oil-heated Nova Scotia home each compare a heat pump with something different, and each province has different incentives.
Is there one federal heat pump rebate that applies everywhere?
One has been announced. As of October 2026, the National Heat Pump Rebate Program is described as launching in 2027, with no administrator or start date published. Until it opens, provincial and utility programs are what homeowners can actually use.
Do you write French content for Quebec?
Quebec campaigns need French. We plan French-first content and ads for Quebec clients and work with qualified French-language writers; we don't offer legal advice on language law.