Williams Air Solutions

Marketing ROI Calculator

Which channels are working, which are burning money, and what each customer actually costs you.

Marketing Channels

Enter your monthly spend, leads generated, close rate, and average job ticket for each channel you use. Close rate is the percentage of leads that become paying jobs. Avg ticket is what a typical job from that channel brings in. Empty channels are skipped.

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Hidden Marketing Costs

Most owners only count ad spend when calculating their cost per customer. These hidden costs are real and typically add 40–60% to your true CAC (Customer Acquisition Cost).

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What percentage of your CSR's time is spent answering and booking marketing leads versus other work.
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Total annual pay for the person answering phones and booking calls.
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CRM, call tracking, review management, and any other software you use specifically for marketing and lead management.
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Monthly fee for any marketing agency, SEO consultant, or ad management service. Enter 0 if you manage marketing in-house.
True Customer Acquisition Cost — all-in cost per new customer
— New Customers
— Blended ROI
— True Monthly Cost

Per-Channel Breakdown

ROI by Channel

Benchmarks

Blended CPL: $104–$153 (best: under $90) True CAC (all-in): $296–$350 (best: under $200) Database marketing ROI: $8–$12 per $1 Marketing as % of revenue: 7–10%

What to do with these results
  1. Reallocate from low-ROI to high-ROI channels. If referrals return 3.5:1 and PPC returns 0.8:1, every dollar moved from PPC to referral incentives earns more. Do not spread budget equally across channels that perform unequally.
  2. Database marketing is almost always the cheapest channel. Emailing and calling past customers costs very little per lead because they already know you. Most HVAC shops underinvest in their existing customer database relative to new customer acquisition.
  3. True CAC includes costs most owners miss. The CSR answering the phone, the CRM subscription, the call tracking software, and the agency fee are all real costs of acquiring a customer. If you only count ad spend, your CAC looks 40–60% lower than it actually is.
  4. Run this monthly. Marketing performance shifts seasonally. A channel that works well in summer may underperform in winter. Track monthly so you can adjust spend before a full quarter is wasted.

These calculations use HVAC marketing benchmarks from PipelineOn, SearchLight Digital, BDR, and WebFX. True CAC includes hidden costs most owners miss. Consult your marketing partner for channel-specific optimization.

Related Topics

Marketing & Lead Gen Financial Dashboard & KPIs Phone & Booking
Sources (4)
  • PipelineOn — 2026 true CAC benchmarks ($296–$350)
  • SearchLight Digital — blended CPL benchmarks ($104–$153)
  • BDR — database marketing ROI ($8–$12 per $1)
  • WebFX — HVAC customer acquisition cost analysis