Everyone asks about the price of exclusive HVAC leads. Some expect to pay $10, others think $150 is normal. Honestly, both can be wrong. What matters is not just “how much per lead,” but what kind of lead you are actually getting, and what it costs to get your phone to ring with someone really ready to hire you.
Comparing Exclusive HVAC Leads to Shared Leads
Let’s map it out.
- Exclusive leads: You are the only contractor getting the call or web form. Fewer total, but more likely to turn to a booking.
- Shared leads: You buy a list from a third party. All the leads go to you and 3-5 competitors. Fast, but always a race to the bottom on price.
I have seen people waste entire months chasing shared leads, only to get undercut by a cheaper bid, over and over.
Table: What Real HVAC Leads Cost
| Lead Type | Avg. Cost (USD) | Conversion Rate (%) |
|---|---|---|
| Shared | 10-30 | 5-12 |
| Exclusive (Google Ads) | 50-125 | 25-40 |
| Exclusive (Direct Website) | 15-75 | 30-50 |
The higher your close rate, the more you can afford to pay for a lead.
Do You Actually Need An HVAC Marketing Agency?
Plenty of people try to handle marketing themselves, and sometimes it works for a while. But here’s the weird thing: the real value in a good HVAC marketing agency is not secret tactics, it’s daily attention to small details.
A good agency will spend real time improving your web pages, responding to reviews, and adjusting your ads as seasons change. That just does not happen consistently when you do it yourself. You can do the basics, but if you get busy, leads drop off fast.
Is HVAC SEO a Shortcut or a Long-term Investment?
Some people get lucky and hit the top spot in Google for their town right away. In most cases, HVAC SEO takes months. If you do it yourself, it can be cheaper, but progress is slow. Agencies charge more, but you may see gains faster (or at least you get reports so you know what’s working).
I recommend:
- Spending more at the start to get results
- Shifting to more organic **SEO for HVAC companies** as your reputation grows
How HVAC Digital Marketing Impacts Your Cost Per Lead
Every ad, landing page, or review changes your cost per lead. If one ad gets you 50 calls, but only one job, it’s not “cheap.” If your web form brings you 5 calls, but 4 of them book, that is a winner.
Small tips that move the needle:
- Match your ads and website language to EXACT local phrases (like “furnace repair in [your town]”)
- Update your Google Maps and reviews regularly
- Only run ads to the areas where you want to drive, not the whole state
Exclusive leads cost more, but they feel less like wasted time.
Should You Pay Per Appointment, Per Call, or Per Click?
If you hate risk and have the money, paying per booked call is tempting. But often, per-click or per-impression ads get you broader reach, if you are strict about targeting in your campaigns. I am not convinced there’s a magic model. It is about control: do you trust automation, or do you want a person tracking every lead?
Where Most HVAC Companies Waste Lead Budget
I have seen this happen over and over:
- Poor tracking means you keep investing in channels that are not working
- Outdated info on your website (old numbers or service areas)
- Not requesting or displaying enough reviews from actual jobs
You can fix most of this in a week if you sit down and audit everything.
Finishing Thoughts
A cheap lead is not always good, and a pricey lead is not always better. Focus on the real math: track EVERY close, ask for reviews, and gradually invest more in what is working. If that means paying more for exclusive HVAC leads, that is ok, as long as your bookings back it up.
