Apex Heating & Cooling
Where your customers come from, what's working, and where the money goes next.
You spent $5,500 on marketing and gained an estimated 51 new customers (~$76,500). Google Ads is your most efficient channel; Facebook Ads is your most expensive — and the gap is money you can move.
Facebook costs ~33% more per customer than Google.
Facebook sends lower-intent leads that close at a similar rate but cost more to acquire.
An estimated $6,000–12,000 / year is recoverable.
Channel Scorecard
01 / CHANNELS| Channel | Spend | Leads | $/Lead | Customers | Revenue |
|---|---|---|---|---|---|
| Google Ads → | $3,500 | 60 | $58 | 21 | $31,500 |
| Facebook Ads | $2,000 | 25 | $80 | 9 | $13,500 |
| Website / Listing | $0 | 40 | — | 14 | $21,000 |
| Word of Mouth | $0 | 20 | — | 7 | $10,500 |
| Total ◂ YOU | $5,500 | 145 | — | 51 | $76,500 |
Customers by Channel
FIG. 01Wasted Spend
02 / WASTEFacebook costs ~$222 per customer vs. Google's ~$167. An estimated $500–1,000/mo would work harder elsewhere.
Some leads aren't tagged to a source yet, so word-of-mouth is likely undercounted.
70% of paid customers come from a single channel — a risk if its cost rises.
Opportunities
03 / UPSIDEYour Google listing produced 14 customers at $0. Asking every completed job for a review could grow this at no ad cost.
The same $5,500 spent more efficiently could yield an estimated +1 to +4 customers per month.
Local Competitor Watch
04 / MARKET| Competitor | Rating | Reviews |
|---|---|---|
| Apex Heating & Cooling ◂ YOU | 4.6 ★ | 182 |
| Lone Star Air | 4.8 ★ | 410 |
| Reliant Climate | 4.7 ★ | 256 |
| Hill Country HVAC | 4.5 ★ | 121 |
| Cool Breeze Mechanical | 4.2 ★ | 89 |
Supporting Actions
05 / ACTIONSGoogle Ads tracking is reliable this period. Facebook tracking and the lead log were only partway in place, so those figures are estimates. Confidence rises to High next month with a full month of clean tracking.