$2,500
Minimum Monthly
~17 leads/month
$3,000-$7,000/month (seasonal flex)
Recommended Range
Best ROI sweet spot
$425
Cost Per Customer
30% close rate
At $127.74 CPL and 30% close rate, each customer costs $425 to acquire. Average repair job = $350. Breakeven requires upselling maintenance plans or replacement systems. Focus budget on replacement keywords (new AC, new furnace) where average ticket is $6,000-12,000—one sale covers 15-20 acquisition costs.
June, July, August, December, January
Consider 20-50% budget increase
March, April, October, November
Reduce or reallocate spend
Allocate 60% of annual budget to peak seasons (June-Aug for cooling, Dec-Feb for heating). Shoulder seasons (March-May, Sept-Nov) should get 15% for maintenance campaigns only.
Two powerful tools for hvac companies to improve your Google Ads performance