Marketing ROI

Why paid leads underperform for contractors, and where in the funnel the money is actually lost.

2 articles

Contractors are sold leads and measured on cost per lead, which is the wrong end of the funnel to look at. SearchLight Digital's analysis of $14.9 million in Google Ads spend across 816 HVAC and plumbing campaigns, and LocaliQ's of 3,211 US home-service campaigns, both describe the same shape: the cost of generating the call is knowable and controlled, and what happens to the call afterwards is neither. A lead that is paid for, delivered, and then not answered has cost full price and returned nothing, and it does not appear as a loss in any advertising report. That gap is where the money in this category actually goes.

  1. A stylised 3D animated character: An HVAC technician in work uniform sitting in a service van staring at an unread clipboard. Start here

    HVAC and Plumbing Cost Per Lead and Phone Leakage

    US HVAC and plumbing leads cost $30 to $183 across paid channels, but contractors lose 86.7% of paid sales opportunities at the phone, not at the quote.

    · 7 min read
  2. A stylised 3D animated character: a male plumber in a soiled work uniform staring down at a vibrating smartphone in his grease-stained hand inside a dimly lit service van. Lead response

    Google Local Services Ads Responsiveness, Ranking, and Cost

    Responsiveness directly affects Google Local Services Ads ranking and cost by altering predicted lead conversion rates and profile quality scores within the ad auction.

    · 4 min read
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