The $72 Lead: Why Performance Max Is Beating Search for Contractors
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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