ROI
The jobs that rang your phone and went to someone else.
Answer three quick questions about your shop. We will show you, in your own numbers, the booked work that is leaking out the door this week, and where it is going.
Your numbers
Optional, unlocks the rest
01 · The leak
You are losing $106,600 a year to calls nobody answers.
$2,050
Walking out the door every week
4.1
Calls a week that ring out
3
Of those, never leave a voicemail
Based on 4 missed calls a week, and the industry norm that about 42 percent of answered calls become booked work. Most people who cannot reach you simply call the next company.
02 · Your list
What the customers you already own are worth.
Add your number of past customers above and this fills in. It is usually the largest and cheapest number on this page.
03 · The channels
Where a dollar actually works hardest.
| Channel | Cost per booked | Cost per customer | Average ticket |
|---|---|---|---|
Branded search People typing your name. Cheapest customer you can buy. | $61 | $104 | $2,398 |
Local Services Google's own marketplace, ranked on how fast you answer. | $116 | $233 | $2,110 |
Non-brand search Homeowners who do not know you yet. The expensive end. | $396 | $804 | $2,516 |
Database reactivation Customers you already own. Almost no media cost at all. | near zero | $8 | $1,200 |
Benchmarks from the Searchlight Digital 2026 HVAC dataset, 816 contractors and $14.9M in tracked media. A reactivated customer costs roughly $8 against $804 for a cold non-brand click. That gap is the whole argument for working your own list first.
04 · Your plan
What your plan should actually look like.
Add your annual revenue above to see the budget, channel split and monthly volume that fits a company your size.
The toolkit
Three things you can fix yourself, this week.
No email required. Use them with us or without us. The negative keywords stop wasted spend, the checklist raises your Local Services rank, and the templates wake up the list you already own. Print this page and the whole kit goes with your plan.
Not a customer
job, jobs, career, careers, hiring, salary, apprentice, union, school, training, certification, license, licensing, epa 608, resume, employment
They want to do it themselves
diy, do it yourself, how to, tutorial, youtube, fix my own, repair my own, troubleshoot, manual, wiring diagram, schematic, parts diagram
Shopping for parts, not service
parts, capacitor, contactor, compressor for sale, refrigerant for sale, r22 for sale, filter, filters, thermostat for sale, replacement parts, home depot, lowes, amazon, ebay, costco
Wrong equipment class
window ac, window unit, portable ac, room air conditioner, ptac, evaporative, swamp cooler, rv air conditioner, camper, boat, car ac, automotive
Price shoppers and free hunters
free, cheap, cheapest, discount only, coupon only, used, second hand, craigslist, facebook marketplace, rent, rental
Commercial and new construction (unless you do that work)
commercial, industrial, warehouse, chiller, rooftop unit, rtu, new construction, builder, spec home
Review before blocking, never blanket block
Competitor names. Bidding on them can work, but it is a deliberate strategy, not a default. Decide it on purpose.
Manufacturer brands. Never block a brand you are an authorized dealer for. Blocking your own brand's terms is the single most common own-goal we see in HVAC accounts.
Ductless and mini split. Only block these if ductless is genuinely a low-value job for your shop. Plenty of contractors install ductless at a healthy ticket, and blocking the terms kills real install demand. This is a per-company call, not a rule.
The cost of a slow response
Homeowners book whoever answers first.
When a system quits in July, the homeowner is not shopping. They are calling down the list until someone picks up. Every hour a lead sits unanswered is revenue handed to the competitor who answered while you were on a roof.
That gap, between the inquiry coming in and someone booking it, is exactly what our system closes. The appointments in the calculator above only land on your calendar if the lead never goes cold in the first place.
Let's turn that number into a calendar.
A short discovery call is the fastest way to see how many of those appointments are realistic in your market, and exactly how we would put them on your calendar.
You pay on results. You own your account and data. No obligation.