Roofers, HVAC companies, flooring stores and remodelers in Arizona are often sold on cost per lead. A cheap lead that never books an estimate is not cheap. The numbers that matter are booked estimates, sold jobs and revenue by source.
Key takeaways
- Measure booked estimates and sold jobs, not form fills.
- Owned channels (your Google Business Profile, website and ads) beat shared lead sellers over time.
- Seasonality in Arizona is real. Plan budgets around it.
- Answer speed decides who gets the estimate.
Where good leads come from
- Google Business Profile and local search: "near me" and city searches. See SEO and local search.
- Local Services Ads: pay per lead with the Google Guaranteed badge for eligible trades.
- Search ads: service plus city campaigns sent to matching landing pages.
- Social and streaming TV: awareness ahead of peak season.
- Reviews and referrals: asked for on every completed job.
Shared leads versus your own
| Lead sellers | Your own channels | |
|---|---|---|
| Exclusivity | Often sold to several contractors | Yours alone |
| Cost trend | Rises with competition | Improves as the asset builds |
| Brand | Builds theirs | Builds yours |
| Data | Limited | Full source and call data |
From lead to booked estimate
- Answer live or call back within minutes
- Text confirmation with the appointment window
- Reminders the day before
- A follow-up sequence for unsold estimates
An AI front desk and lead recovery system handles missed and after-hours calls.
What to track
- Leads, booked estimates, sold jobs and revenue by source
- Close rate on estimates
- Average job value
- Answer rate
That requires call tracking and a CRM that records job value. See marketing automation and CRM setup and conversion rate optimization.
FAQ
What is a good cost per lead for contractors?
It depends on the trade, the market and job value. Judge it against booked estimates and sold jobs.
Are lead sellers worth it?
They can fill gaps. Relying on them means renting demand you could own.
When should Arizona HVAC companies advertise most?
Before and during peak cooling season, with maintenance offers in the shoulder months. See HVAC marketing.
How fast should we respond to a lead?
Within minutes. Homeowners usually request more than one estimate.
Next step
See home improvement marketing and our case studies, or request a Growth Audit.