You can definitely have movement in your ad without unquestionably putting in animation. Picture those advertisements where the drop goes into the milk plus all you see are the drops coming up plus towards you. The still picture is amazing plus it speaks absolute volumes. This is what you are looking at for eye-popping ads. You need to attract the attention of your potential customers. Movement can be easily distracting, however movement can bring out the dynamics of your design. As in the idea about the drop of milk splashing upwards plus all you can see is the cookie going in plus the drops that have flown out, you have action with the animation. I’m not entirely sure how someone would work this out with Heating plus A/C. I would likely have someone resting near the gas furnace plus their face would be entirely blue. That very person would be wrapped in blankets plus the curve lines to show they are frigid plus shaking. The gas furnace would have a distraught look on its face, however the Heating plus A/C worker would be resting in front of it with a tool that is ideal to get it running. You can even do the reverse for the air conditioning device. The thought behind all of this rambling is that you need to create a dynamic design that will easily attract someone’s attention. Be it through humor, or realism, you will have attention with the proper graphics plus pictures plus the appearance of motion. Throw in the color that keeps your website fresh plus readable, plus get some excellent copy. You will have plenty of click through results.