Pricing, explained
Why a replacement lead costs $250–$400
A replacement, heat pump or mini-split lead is $250–$400; a repair, no-heat or maintenance lead is $75–$110. On Option A the price is a flat fee per qualified lead, agreed in your pilot agreement before you start, and it does not depend on whether you win the job. Option B lowers the base and adds a share of the jobs you sign; see below.
Figures are approximate and come from our research, October 2026. New York figures are estimates.
What it costs to reach one homeowner
We pay for the ads first. Not every click becomes a lead and not every lead passes screening, so the cost of one qualified lead is higher than the cost of one ad lead.
about $9 to $20
per Google click
About $9 on average across HVAC searches, about $12 to $20 for install searches and $15 to $25 for emergencies. New York metro runs roughly 20 to 40 percent higher.
about $150 to $250
per ad lead in NY metro
Google non-branded cost per lead is about $149 nationally and an estimated $150 to $250 in the New York metro, before we screen out leads that do not qualify.
about $11,500
typical replacement job
Replacements run about $8,000 to $17,000. An average repair is about $1,200.
about 28 to 38%
close rate on replacement intent
Against about 6 to 11 percent on ordinary service calls (one source). At a 30 percent close, a $250 to $400 lead is about $830 to $1,330 per won job, 7 to 11 percent of a typical replacement.
Example. If an ad lead costs about $175 and about 60 percent of them qualify, one qualified lead costs us about $290 before delivery and operations. That is why a repair lead at the low end of the market loses money on non-branded Google ads, and why we price replacement work higher.
Why it is a range
Three things move the price of a lead. Your agreement fixes one number inside the range for you.
The job
A replacement is worth about $11,500 and closes far more often than a service call. A repair is worth about $1,200 and closes less often. So replacement, heat pump and mini-split leads are priced higher than repair, no-heat and maintenance leads.
Heat pumps and mini-splits share the replacement band. Where you land inside it depends on the county and the size of the project.
The market
Ads cost more in New York City and Long Island: roughly 20 to 40 percent more per click than the national average. Upstate New York and New Jersey are usually cheaper to advertise in, though we have no firm figure for them yet.
We check the going click rate for your county before we launch there, and costs also move with the season.
Exclusivity
Every lead goes to one contractor. We never resell it. The phone number is checked before delivery, and a lead that is not what you bought can be credited within 3 days.
You are not racing other contractors to the same homeowner, which is what a shared lead is.
| Job type | Price per lead |
|---|---|
| AC replacement, Furnace and boiler replacement, Heat pump and mini-split | $250–$400 |
| AC repair, Furnace and boiler repair, No heat (emergency), Tune-ups and maintenance plans | $75–$110 |
Two ways to pay
Pay a flat price for every lead (Option A), or pay less up front and share in the jobs you sign (Option B). You choose when you apply and can change it in your agreement. Repair leads are flat on both.
| Term | Option A: flat price per lead | Option B: lower base plus success fee |
|---|---|---|
| Replacement, heat pump and mini-split leads | $250–$400 per lead | $150 per lead, plus 4% of each signed job |
| Repair, no-heat and maintenance leads | $75–$110 per lead | $75–$110 per lead (flat, no success fee) |
| Cap on one job | Not applicable | $600 (reached on a $15,000 job) |
| Success fee owed on | Not applicable | Any job sold to a delivered lead within 12 months |
| What you do | Nothing extra | Send a monthly list of leads sold, with contract value |
| Verification | None needed | We follow up with the homeowner and may audit your records |
| Credits for invalid leads | Yes | Yes, against the base fee |
| Who carries the risk | You pay the same whether or not you close | You pay less up front and more when you win |
Option A
Flat price per lead
- Replacement, heat pump and mini-split leads
- $250–$400 per lead
- Repair, no-heat and maintenance leads
- $75–$110 per lead
- Cap on one job
- Not applicable
- Success fee owed on
- Not applicable
- What you do
- Nothing extra
- Verification
- None needed
- Credits for invalid leads
- Yes
- Who carries the risk
- You pay the same whether or not you close
Option B
Lower base plus success fee
- Replacement, heat pump and mini-split leads
- $150 per lead, plus 4% of each signed job
- Repair, no-heat and maintenance leads
- $75–$110 per lead (flat, no success fee)
- Cap on one job
- $600 (reached on a $15,000 job)
- Success fee owed on
- Any job sold to a delivered lead within 12 months
- What you do
- Send a monthly list of leads sold, with contract value
- Verification
- We follow up with the homeowner and may audit your records
- Credits for invalid leads
- Yes, against the base fee
- Who carries the risk
- You pay less up front and more when you win
Worked example: 10 replacement leads, 30% close, $11,500 average job
You sell 3 jobs worth $34,500 in total.
- Option A: $2,500 to $4,000 for the 10 leads, about $833 to $1,333 per job sold.
- Option B: $1,500 base (10 x $150) plus $1,380 success fee (3 x $460) = $2,880, about $960 per job sold.
Illustration only, not a promise of close rate or job size. If you close fewer jobs, Option B costs less than this; if you close more, it costs more. With no closes you pay the base only.
How we verify closed jobs
Option B only works if both sides can see what closed. This is how we check, and it is in the contract.
Day 7, 21 and 45
We text or email the homeowner (only if they agreed to follow-up at sign-up) and ask whether they hired the installer we connected them with.
$50 for a signed proposal
A homeowner who sends us a photo of the signed proposal gets a $50 gift card. We confirm the job with you before we count it.
Your monthly report
By the 10th of each month you send the leads you sold and the contract value of each.
Audit
We may ask to see the signed contracts for delivered leads. An unreported close owes the fee and ends Option B for your account.
Compared with shared lead marketplaces
Shared leads cost less per lead because the cost is split across several contractors, and each contractor has to race the others to the call. We are not the cheapest per lead and we do not claim to be. We sell one homeowner to one contractor.
| Source | Model | Price | Result reported |
|---|---|---|---|
| Angi / HomeAdvisor | Shared with several pros | about $15 to $150 per lead | close about 12 to 18% |
| Thumbtack | Shared, pay per contact | about $15 to $110 per contact | about $250 per booked job (one model) |
| Google Local Services | Exclusive, Google-verified pros | about $51 per lead (more in competitive metros) | about 44% book rate |
| Exclusive lead sellers | One buyer | about $45 to $300 per lead | 25 to 60% conversion, vs 10 to 20% for shared at $15 to $50 |
- Contractors we researched complain most about the same lead sold to several pros, unreachable leads and surprise charges.
- Some sellers call a lead exclusive and resell it after a short window. Ours is not resold.
Figures are approximate and come from our research, October 2026. New York figures are estimates. Other marketplaces vary by market and trade; their published ranges are shown as reported, not as a promise of what you would pay.
See your price for your counties
Tell us where you work and which jobs you want. We come back with a price inside the range and a pilot agreement.