HVAC CEOs: Stop Wasting Marketing Dollars—How to Get More High-Value Appointments

Many HVAC companies scale the wrong marketing channels, misallocate ad spend, and miss out on high-ticket customers because they fail to connect sales data to marketing spend. 

However, if you implement the right data-driven strategy, you can dominate your local market and even out-compete larger firms. Here’s how to eliminate wasted spend and optimize your marketing budget. 

 

Not All HVAC Leads Are Equal: Prioritize High-Value Customers

The biggest mistake HVAC businesses make? Chasing cheap leads instead of focusing on customers who actually drive revenue.

Instead of tracking calls over a certain number of minutes, focus on those where customers have clearly expressed interest in getting a quote for repairs or replacements. These intent-driven calls are far more likely to turn into booked jobs like maintenance contracts, emergency repairs, or full system installations.

 

What Makes a High-Value HVAC Lead?

• First-time callers who book an appointment
• Homeowners needing emergency repairs (not just price shoppers)
• Customers requesting full system replacements or long-term maintenance plans
• Customers who are looking for a reliable company for all of their needs, not just chasing the lowest-cost provider

My Key Strategy: Customer Relationship Management (CRM) software and more nuanced forms of call tracking – such as dynamic number insertion (DNI) – can work in tandem to empower HVAC companies to precisely attribute leads and connect them to channels and campaigns that drive them. 

For example, a homeowner clicks a Google Ad for ductless mini-splits and calls the number on your site. Behind the scenes, DNI assigns a unique number to that session, letting you trace the call back to the exact ad and keyword. Your CRM connects the dots across the full journey – tying marketing spend to revenue, surfacing top-performing channels, and helping sales prioritize high-value leads.

 

Using CRM & Call Tracking to Cut Wasted Ad Spend

Want to stretch your marketing dollars further? Integrate sales data into your marketing strategy.

 

Not Every Inbound Call Is a Qualified Lead

Many HVAC businesses, paid search specialists, contractors, and even agencies use call duration – like anything over a minute – as an indicator of lead quality. If you’re measuring phone conversions by call duration alone, the reality is that you’re essentially training Google, Meta, and other platforms to send you more unqualified traffic.

You could be optimizing for wrong-number calls, job seekers, or vendors – anyone who stays on the line but has no intention of booking. This muddles your data, makes your results look better than they are, and makes it harder to trace calls back to the campaigns actually driving revenue.

Instead, HVAC marketers should utilize metrics that reflect real intent, like phone calls that result in booked appointments and can be directly tied to revenue.

My Key Strategy: Set up CRM and call tracking to:

• Track which marketing channels generate booked HVAC appointments, not just calls
• Identify which sources you’re paying for that aren’t producing real appointments
• Focus on ad campaigns that bring in profitable repair and installation jobs

We used this approach to analyze a Meta campaign that looked great on the surface – it drove a high volume of clicks and calls. Once we connected these calls to CRM data, however, we found most were from existing customers with service questions, not new prospects.

Meanwhile, a lower-volume Google campaign was quietly driving booked AC repair appointments from qualified homeowners. With deeper reporting insights in place, we reallocated the budget toward the campaigns that were driving revenue. That clarity helped our client identify quality leads and optimize spend around what brought in real customers.

 

Optimizing Your HVAC Ad Spend: CPL vs. ROAS

Most HVAC companies track CPL—but that’s only part of the story. The real metric that matters is ROAS.

Here’s why: Google and other platforms often charge the highest Cost Per Click (CPC) for top-performing keywords. That means the best leads are usually the most expensive. If your CPL target is set too low, you’re likely missing out on high-quality opportunities. 

By optimizing for CPC or ROAS, you can account for higher conversion rates and larger sales amounts – making it easier to justify paying more for qualified leads. HVAC businesses that prioritize long-term customer value over short-term lead costs will ultimately win the market.

My Key Strategy: Busy executives managing large budgets don’t have time to analyze hundreds of data points to decide how to allocate spend across locations — and they shouldn’t have to. That’s where the power of ROAS comes in. It offers a clear, data-backed way to make fast, strategic decisions at scale.

By factoring in CPL, conversion rates, and average sale amounts, ROAS distills multiple variables into one clear, actionable metric. The locations with the highest ROAS get the largest budgets – plain and simple. Yes, it’s important to dig into why some locations underperform, but first, you need to move quickly and allocate resources where they will drive the greatest return.

 

The Future of HVAC Marketing: Profit-Driven, Not Lead-Driven

It’s time for HVAC businesses to move beyond lead-count-based marketing strategies.

Instead of focusing on lead volume, integrate revenue attribution and optimize for profitability. This gives you a competitive advantage and sets your business up for long-term success.

If you’re still fixated on CPL instead of ROAS, you’re likely wasting money on low-value leads.

Tapping into the high-cost keywords and creating a large volume of highly qualified leads will delight your salespeople and your CFO. Best of all, your competition will be left behind.