Which marketing channel is most profitable for HVAC and plumbing companies?

It changes from market to market, which is why the scorecard uses your numbers. The channel with the cheapest leads is often not the most profitable once booking rate and job value are counted.

How is profit after marketing calculated?

Revenue from the channel times your gross margin, minus what the channel cost that month. It is what the channel added after job costs and marketing costs.

Are Google Ads and Local Services Ads the same channel?

No. Google Search Ads are pay-per-click: you pay for clicks and send them to your own landing pages. Local Services Ads charge per lead and show the Google Guaranteed or Google Screened badge. They behave differently, so score them separately.

Should referrals have a cost on the channel scorecard?

Count any referral fees, gifts or referral software you pay for. If referrals cost nothing, the scorecard still shows their profit but leaves them out of the cheapest paid leads comparison.

Marketing Channel Profitability Scorecard

Marketing Channel Profitability Scorecard for HVAC & Plumbing Companies

Compare Google Ads, Local Services Ads, Meta ads, SEO, referrals and lead-buying services side by side on cost per lead, cost per booked job and profit after marketing

Ranks channels by profit, not by lead volume

Flags the channels that lose money

No email required

Your channels, last month

Example numbers are filled in. Replace them with yours, and set a channel's numbers to 0 if you do not use it

Gross margin on jobs

ChannelMonthly costLeadsBooked jobsRevenueCost per leadCost per booked jobProfit after marketing

Google Ads-