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Calculate your true HVAC lead costs. This tool helps local HVAC business owners understand cost per lead and cost per booked job across different marketing
The total budget you allocate to all your HVAC marketing efforts each month (e.g., Google Ads, LSA, SEO, Facebook Ads).
Default: 2500
The total number of qualified leads your marketing efforts bring in each month. These are inquiries, calls, or form submissions.
Default: 50
The percentage of leads that actually convert into booked appointments or confirmed jobs. Be realistic here.
Default: 30
The average revenue you generate from a single, successfully completed HVAC job. This helps assess ROI.
Default: 800
This calculator uses simple, direct formulas. Your Cost Per Lead (CPL) is calculated by dividing your Total Monthly Marketing Spend by the Total Monthly Leads Generated. To find your Cost Per Booked Job, we take your CPL and divide it by your Lead-to-Booked Job Conversion Rate (as a decimal). For example, if your booking rate is 30%, we divide by 0.30. This shows you the real cost to acquire a paying customer.
An HVAC company focuses on Google LSA for repair calls, seeing good booking rates due to high lead quality.
CPL: $75.00, Cost Per Booked Job: $136.36, ROI: 266.67%
Google LSA leads often have higher close rates. With a 55% booking rate, your effective cost per booked job is efficient even with a $75 CPL. This shows strong profitability for repair services.
A business uses Google Ads to target customers needing full HVAC system replacements, which have higher ticket values.
CPL: $125.00, Cost Per Booked Job: $625.00, ROI: 1820.00%
Replacement leads from Google Ads can be more expensive, potentially $100-$180. However, the average job value for a replacement is high, often over $11,000. Even with a 20% booking rate, the ROI is substantial.
An HVAC business combines SEO and paid ads, driving a mix of immediate and compounding leads.
CPL: $40.00, Cost Per Booked Job: $114.29, ROI: 1215.00%
Combining SEO (which can have a long-term CPL of $18-$25) with paid ads brings down your blended average CPL. This strategy delivers immediate leads while building long-term, cost-effective organic traffic. Your overall lead acquisition becomes more efficient over time.
Skip the spreadsheet
Armitage tracks these numbers automatically across SEO and paid ads. One dashboard. Updated daily. No manual exports.
See your real numbersThis calculator uses industry benchmarks and averages from 2026 data. Lead cost ranges for HVAC repairs ($80-$120) and replacements ($100-$180) are based on verified sources. LSA CPL by season, Google Ads blended averages ($104), and channel benchmarks (Google LSA $50-$80, Google Ads $70-$130, SEO
A good CPL for HVAC depends on the service. For service calls, aim for under $50. For installs, target under $100 via paid channels. Google Local Services Ads (LSA) can be competitive at $45-$85 in mid-markets, potentially $80-$110 in peak metros. SEO leads often have a long-term CPL of $10-$30.
Lead costs differ significantly. Google LSA leads are typically $50-$80, with a high close rate around 55%. Google Ads can range from $70-$130, with a 15-25% close rate. Facebook/Instagram leads might be $30-$80, but with lower close rates (10-20%). SEO leads are often the most cost-effective long-term, around $18-$25.
LSA leads are for Google-verified providers. Google screens calls, and you only pay for relevant calls. This pre-qualification means the leads are often higher intent. They tend to have a higher close rate, around 55%, compared to other paid channels, despite the $50-$80 CPL.
HVAC system replacement leads are generally more expensive due to higher competition and intent. Exclusive repair leads might cost $80-$120, while full replacement leads can be $100-$180. Google Ads blended average CPL for non-branded replacement queries is around $149.
Seasonality significantly impacts LSA lead costs. Summer (June-August) sees costs of $60-$120. Winter (December-February) is $45-$90. Shoulder seasons (March-May, September-November) are often lower, $25-$55. Your budget needs to adapt to these fluctuations.
Your booking rate tells you how many leads become actual jobs. A low booking rate means you're wasting money on leads that do not convert, even if the CPL seems low. A $75 CPL lead at 35% booking means a $214 cost per booked job. It gives you the true cost of acquiring a paying customer, not just an inquiry.
Armitage monitors your marketing metrics across every channel, every day. Get a free growth audit to see where you stand.
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