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# The $72 Lead: Why Performance Max Is Beating Search for Contractors
- URL: https://www.fyidallas.com/the-72-lead-why-performance-max-is-beating-search-for-contractors/
- Published: 2026-08-05T23:19:59.000Z
- Updated: 2026-08-05T23:19:59.000Z
- Author: Kentarian t Brown
- Tags: FYI Dallas

Performance Max campaigns are delivering HVAC leads at $72 on average, compared to $149 for non-branded search, less than half the cost. If you haven't tested Performance Max yet, this is the single fastest budget shift you can make this month.

**What's Actually Happening**

Performance Max campaigns deliver HVAC leads at

**$72**

on average.

**Non-branded search campaigns average**

**$149**

per lead, more than double.

Blended cost per lead across all campaign types sits at

**$104**

.

Performance Max uses Google's automated bidding across Search, Display, YouTube, and Maps simultaneously, rather than a single channel.

**Why It Matters**

Most contractors default to search because it's the channel they understand. But automated, cross-channel bidding is out-performing manual search targeting on pure cost efficiency. That doesn't mean abandon search entirely, branded search still matters, but non-branded search spend is likely your least efficient dollar right now.

**The Move**

Test a modest Performance Max budget this month, even 15-20% of your current non-branded search spend, and compare cost per lead after 30 days. Keep branded search running as-is; that's a different, higher-intent audience.

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