HVAC Cost Per Lead Benchmarks
What HVAC companies pay per lead, by channel, from published benchmarks with a source and period on every figure. A repair call and a system replacement are very different jobs, so the same lead price can be cheap for one and expensive for the other.
Side-by-side channel costs
Cost per booked job / paying customer uses the source’s paying-customer definition. Samples and conversion definitions differ between sources.
All data points for HVAC
| Subcategory / location | Channel | Metric / statistic | Value | Period & source | Notes |
|---|---|---|---|---|---|
| HVACnational | Google Local Services Ads (LSA) | cost per lead · median | $59 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗ | — |
| HVACnational | Google Local Services Ads (LSA) | cost per lead · p10 | $36 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗ | — |
| HVACnational | Google Local Services Ads (LSA) | cost per lead · p90 | $85 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗ | — |
| HVACnational | Google Local Services Ads (LSA) | Cost per booked job / paying customer · average | $281 | AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗ | metric = cost per paying customer. |
| HVACnational | Google Local Services Ads (LSA) | cost per lead · average | $51 | SearchLight Digital (Home Services LSA Benchmark) · Feb 2026 ↗ | spend-weighted |
| AC installation & repairnational | Google Search Ads | cost per click · average | $9.68 | LocaliQ 2025 Home Services Search Ad Benchmarks · Apr 2024 – Mar 2025 ↗ | — |
| AC installation & repairnational | Google Search Ads | cost per lead · average | $127.74 | LocaliQ 2025 Home Services Search Ad Benchmarks · Apr 2024 – Mar 2025 ↗ | — |
| heating & furnacesnational | Google Search Ads | cost per click · average | $9.30 | LocaliQ 2025 Home Services Search Ad Benchmarks · Apr 2024 – Mar 2025 ↗ | — |
| heating & furnacesnational | Google Search Ads | cost per lead · average | $129.02 | LocaliQ 2025 Home Services Search Ad Benchmarks · Apr 2024 – Mar 2025 ↗ | — |
| Central AC Repair or Maintenancenational | Thumbtack | cost per lead · median | $95.88 | Tack Tools Pro (5,985 priced Thumbtack leads) · Mar 12 2026 – Sep 18 2026 ↗ | lead price paid by pros tracked in vendor tool |
Is my lead price good?
Compare a national benchmark, then estimate what a booked job costs you.
SearchLight Feb 2026 average LSA book rate: 43.9%. SearchLight’s example assumes ~25% margin. The inputs above are editable assumptions.
Benchmark for HVAC: $59; typical range $36–$85 (p10–p90)AdGenius (Sep 29 2026 GLSA national benchmark) · Jun 2026 ↗
Enter a nonnegative lead cost and a book rate above zero and up to 100%.
Frequently asked questions
What is a good cost per lead for HVAC?
See the table above for published HVAC benchmarks by channel. A good cost per lead is one that still leaves profit after you account for how many leads you book. Work out your cost per booked job and compare it to your average margin per job. A cheap lead that never books is not a good lead.
Is Google LSA or Angi better for HVAC?
It depends on what each one books for you. See the table above for what has been measured, and note that Angi does not publish its per-lead prices. Track both channels the same way: cost per lead, book rate, and cost per booked job. Then compare that against the margin on the jobs each one brings in.
What does a booked job cost for HVAC?
Take what you spent on a channel and divide it by the jobs it actually booked. See the table above for lead prices, and use your own book rate to get from cost per lead to cost per booked job. If that number is lower than your margin per job, the channel is paying for itself.
Further reading
- Google LSA vs Angi vs Thumbtack for HVAC
- Google Ads vs Google Local Services Ads
- Google LSA lead quality
- Angi lead quality
- Thumbtack lead quality
New benchmarks in your inbox
Get new benchmarks and platform rule changes in your inbox. Short, sourced, no fluff. Unsubscribe any time.