Escaping Flatland

Most HVAC owners can tell you how many leads they got last month. Almost none can tell you their cost per booked job by channel.

Those are not the same number, and the gap between them is where marketing budgets quietly disappear.

Here is a concrete example. Angi leads look like they cost $15–$85 each. But once you factor in that the lead goes to 3-8 contractors simultaneously and your CSR is competing against all of them at once, the real cost per booked customer is closer to $1,400.

Google Local Services Ads, by comparison, typically run $300–$350 per booked job.

Same marketing budget. Completely different outcome depending on where you put it.

The owners who know this number make better decisions. The ones who are working off lead counts and gut feel are funding the wrong channels and not realizing it.

What does your cost per booked job look like right now?

Most HVAC owners know their lead count cold.

Almost none know their cost per booked job by channel.

Those are not the same number. Lead count tells you how many people called. Cost per booked job tells you whether your marketing is making money.

Here's the math. Take what you spent on Angi last month. Divide it by the jobs you actually booked from Angi. Not the leads. The jobs.

For most DFW operators, that number comes out somewhere between $800 and $1,400 per booked job. Sometimes higher.

What does your cost per booked job actually look like by channel?