Cost Per Lead is the Wrong Headline NumberThe most common mistake I see is owners fixating on cost per lead in isolation. HVAC: $30–$90 per lead, 25–40% close rate, job values from ~$400 tune-ups to ~$12,000 full system installs. HVAC leads cost a little more because the jobs are worth more—the market prices leads roughly to ticket size. If you can tell me your cost per click but not your cost per booked job, you're flying blind. Calculate your real cost per lead, your close rate, and most importantly, your cost per booked job, by channel.