Calculator
HVAC Marketing ROI Calculator
See whether a lead source actually makes money — enter your marketing spend, leads, jobs won, average job value, and gross margin to get ROAS, cost per lead, cost per acquisition, conversion rate, and profit-based ROI for your hvac business, with typical home-service benchmarks. Free, no signup.
Free
Revenue this brings in$20,800
Lifetime value (advanced)
Only affects the lifetime-value view below. Leave at 1 job to judge this channel on the first sale alone.
4.16× ROAS40.0% lead → job
Marketing ROI (profit-based)
116.3%
4.16× return on ad spend · $20,800 revenue from $5,000 spend
Profitable — every $1 of marketing earns real profit
Net profit after marketing116.3% profit ROI · $5,000 spent
$5,816Campaign at a glance
Return on ad spend (ROAS)
4.16×Revenue ÷ spend · break-even at 1.92×
Cost per lead (CPL)
$63HVAC cost per lead: $45–$105 (LSA lower, paid search higher)
Cost per booked job (CAC)
$156HVAC cost per booked job: $150–$350 depending on channel
Lead → job conversion
40.0%32 of 80 leads booked
Revenue generated
$20,80032 jobs × $650
Gross profit
$10,81652.0% margin on revenue
Profit per job after marketing
$182Gross profit per job − cost to acquire it
Customer lifetime value
Customer lifetime value
$845$338 profit/job × 2.5 jobs
LTV : CAC ratio
5.4:1Aim for 3:1 or higher — profit earned per dollar spent to acquire
Repeat jobs per customer
2.5 jobsLifetime jobs assumed per won customer
Where your revenue goes
- Cost of delivery (COGS): $9,984
- Marketing spend: $5,000
- Profit after marketing: $5,816
Every $20,800 of revenue splits into cost of delivery, marketing, and the profit left over.
Industry benchmarks
- Cost per lead
- $45–$105
- Cost per booked job
- $150–$350
- Lead → job conversion
- 30–45%
- Healthy ROAS
- 4×+ (LSA 6–9×)
Healthy home-service ROAS runs 4×+ (LSA campaigns often 6–9×)
What you'll get
Enter spend, leads, and jobs won
Add what you spent on a channel or campaign, the leads it produced, the jobs you won, and your average job value. The calculator returns cost per lead, cost per acquisition (CAC), and lead-to-job conversion rate.
See ROAS and true profit ROI
Your gross margin turns revenue ROI into profit ROI (ROMI): revenue ÷ spend gives ROAS, while (gross profit − spend) ÷ spend shows the profit each marketing dollar actually earns — with a break-even ROAS line so you know when a channel is losing money.
Check lifetime value against acquisition cost
Add repeat jobs per customer to see customer lifetime value and your LTV:CAC ratio — the 3:1 rule of thumb — then compare every metric to typical home-service benchmarks before you scale or cut spend.
How it works
- 1
Enter spend, leads, and jobs won
Add what you spent on a channel or campaign, the leads it produced, the jobs you won, and your average job value. The calculator returns cost per lead, cost per acquisition (CAC), and lead-to-job conversion rate.
- 2
See ROAS and true profit ROI
Your gross margin turns revenue ROI into profit ROI (ROMI): revenue ÷ spend gives ROAS, while (gross profit − spend) ÷ spend shows the profit each marketing dollar actually earns — with a break-even ROAS line so you know when a channel is losing money.
- 3
Check lifetime value against acquisition cost
Add repeat jobs per customer to see customer lifetime value and your LTV:CAC ratio — the 3:1 rule of thumb — then compare every metric to typical home-service benchmarks before you scale or cut spend.
How hvac contractors measure marketing ROI
Revenue is not proof a channel works. A campaign can post a 3× return on ad spend and still lose money once cost of delivery is subtracted, or win on the first job but only pay off across a customer's lifetime. Marketing ROI analysis separates the two by running spend, leads, and won jobs through the standard metrics — cost per lead, cost per acquisition, conversion rate, ROAS, and gross-profit ROI — so you can compare Google Ads, Local Service Ads, mailers, and referrals on the same footing.
This calculator uses the industry-standard definitions: ROAS is revenue ÷ ad spend, CAC is spend ÷ customers acquired, and profit ROI (ROMI) is (revenue × gross margin − spend) ÷ spend. It also derives your break-even ROAS (1 ÷ gross margin) — the point where a channel stops covering its own cost — and an LTV:CAC ratio against the 3:1 benchmark. Pair it with the Profit Margin and Break-Even calculators so the leads you buy clear both your job margin and your overhead.
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View statesMarketing ROI Calculator FAQs
How do I calculate marketing ROI for a hvac business?
Track the spend on one channel and the jobs it won over the same period. Revenue = jobs won × average job value. For true profit ROI, multiply revenue by your gross margin to get gross profit, then use (gross profit − spend) ÷ spend × 100. Example: $5,000 spend produces $15,000 revenue at 40% margin = $6,000 gross profit, so ROI = ($6,000 − $5,000) ÷ $5,000 = 20%.
What is the difference between ROAS and marketing ROI?
ROAS (return on ad spend) is revenue ÷ ad spend — a $15,000/$5,000 campaign is 3× ROAS. It ignores what it costs to deliver the work. Marketing ROI applies your gross margin first, so it reflects the actual profit each marketing dollar earns. A channel can look great on ROAS and still lose money on profit ROI if your margins are thin.
What is a good ROAS or cost per lead for home services?
A healthy marketing ROAS is generally 4× or higher, and home-service Local Service Ads often run 6–9×. Cost per lead varies by trade and channel — roughly $40–$165 — and cost per booked job (CAC) commonly lands $130–$400. Your break-even ROAS is 1 ÷ your gross margin: at 50% margin you need at least a 2× ROAS just to cover the cost of the work.
Is this marketing ROI calculator free?
Yes. Every tool on CloseCrew is free for contractors — no account required. Pair it with the Profit Margin, Break-Even, and Missed Call Cost calculators to see what each lead source earns, what it costs to miss one, and the margin every booked job needs to hit.
