This Week in Home Service Growth: Ad Costs, Lead Mix, and the Speed-to-Lead Gap
Three numbers should shape your marketing decisions this month: HVAC cost per lead averaging $104 on Google Ads, the 40/30/20/10 lead mix top performers are running, and the 46% vs 7.8% conversion gap between phone and web leads. Here's the roundup.
What's Actually Happening
HVAC blended cost per lead averages
$104
, with Performance Max at
$72
and non-branded search at
$149
.
Top contractors run a lead mix close to
40% paid, 30% organic, 20% referral, 10% other
.
Phone leads convert at
46%
vs.
7.8%
for web forms.
The industry is shifting away from shared lead marketplaces toward exclusive, high-intent leads.
Homeowners increasingly research and book without ever calling, until they need something urgent, then they call and expect an immediate answer.
Why It Matters
None of these numbers matter in isolation. Together they tell a clear story: paid ads are getting more expensive, so the businesses winning right now are the ones capturing every high-intent phone call and building referral/repeat channels that don't scale with ad spend.
The Move
Before you set next month's ad budget, run the numbers on your own cost per lead by channel, your actual lead mix, and your missed-call rate. Those three data points will tell you more than any new campaign will.
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