HVAC Marketing ROI Calculator
What Did Your Marketing Actually Return?
Not leads. Not clicks. Booked jobs, times what they were worth, minus what you spent to get them. Five numbers in, the answer on the page, nothing to download and nobody calls you.
Example numbers loaded. Replace with yours.
Fee plus ad spend, all channels.
Calls, forms, and chats from marketing. Not referrals.
Jobs that landed on the board, not estimates.
Blended across repair, maintenance, and replacement.
After labor, parts, and equipment. Before overhead.
Marketing ROI
How to read it.
Cost per booked job
The number that matters. Cost per lead can look fine while cost per booked job is bleeding, because leads that never book still cost money. If this number surprises you, it is the first thing to fix.
Booking rate
Booked jobs divided by leads. If it is under half, the leak is between the phone ringing and the job landing on the board, and more marketing spend makes that leak more expensive, not smaller.
ROI
Gross profit from marketing, minus the spend, divided by the spend. Zero means marketing paid for itself and nothing more. Positive means it funded the rest of the company. Negative means the rest of the company funded it.
What this calculator leaves out.
On purpose, so you know where the number is soft.
- Repeat and lifetime value
- A maintenance customer won this month pays you for years. This calculator counts the first ticket only. The lifetime value calculator handles the rest.
- Channel split
- One blended number hides the fact that one channel is usually carrying the others. Run it per channel if you have the records, or let us do it in the audit.
- Attribution
- If your call log does not tie each job to its source, “booked jobs from marketing” is a guess. The whole point of the weekly number we send clients is that it is not a guess.
- Overhead
- Gross margin, not net. Trucks, office, and insurance are not in here, which is why a barely positive ROI is still a problem.
The number most owners have never seen
I ask every owner on a first call what a booked job costs them. Almost everyone can tell me what they spend. Almost nobody can tell me what it bought. That gap is where budgets disappear, and it is the first thing we fix on every account.
Henry “Hank Hugh” Hernandez, CEO, HVAC Digital Marketing
HVAC Growth Audit. Free.
Want us to run it on your real records?
A calculator works on what you type in. The Growth Audit works on what your call log and job software actually say, by channel, and shows you which of the seven steps between a search and a booked job is leaking.
- Cost per booked job, by channel, from your own numbers
- The step that is leaking, and how many jobs it costs you
- What it takes to move it, in writing if you want it
Start here. Two minutes.
Three questions to start. Your answers stay between us.
Questions owners ask about ROI.
What is a good marketing ROI for an HVAC company?
It depends on your margin, your ticket mix, and whether you count lifetime value. Anyone who gives you a single benchmark number without asking those three questions is guessing. What we can say is that a booked job should return more gross profit than it cost to win, with room left over for overhead, and most owners who run this for the first time find one channel doing that and another quietly failing.
Should I use leads or booked jobs?
Booked jobs. Leads are what you paid for. Jobs are what you got. Every HVAC agency reports the first because it always looks better. We report the second because it is the one you can deposit.
What margin should I enter?
Gross margin on the job after labor, parts, and equipment, before overhead. If you do not know it, your accountant or your job software does. If neither does, that is a bigger problem than marketing and worth a conversation on its own.
Do you save what I type in here?
No. The math runs in your browser and nothing is sent anywhere unless you tap the text button, which opens a message you can edit or delete before sending.
Can I just text instead?
Yes. Text the question and I will answer it. No call, no charge. The call exists for the questions that need your numbers in front of both of us.
Now run it on your real records.
The calculator uses what you typed. The audit uses what your call log and job board actually say, by channel, with the leak marked.
