A monthly marketing review should take an HVAC owner about five minutes to read and an hour to discuss. HVAC.Management builds a one-page scorecard that shows what each channel cost and how many booked jobs it produced, then runs a 60-minute meeting where you decide what happens next month. The aim is fewer numbers, chosen because they change decisions.
We are a marketing and business consulting service, not an HVAC contractor. The scorecard measures marketing and phone handling, not technical work.
Who this is for
It suits owners who already pay for marketing and want an independent, plain-language read on whether it works. It also suits companies that will take on a fractional manager later and want a baseline first.
You'll get the most from it if you have at least a few months of job history in your field-service software and are willing to tag job sources at booking.
What's on the scorecard
The scorecard has three blocks. Everything else lives in an appendix you can ignore.
Block 1: the money line
- Total marketing spend, fees plus media
- Booked jobs from marketing
- Cost per booked job, overall and by channel
- Revenue from those booked jobs
Block 2: the phone line
- Inbound calls by source
- Answer rate during business hours and after hours
- Booking rate on qualified calls
Block 3: decisions
- What we agreed last month and whether it happened
- One to three changes for next month, each with an owner and a date
Worked example
Here is how one month might read for a company with three channels. The figures are illustrative.
| Channel | Spend | Booked jobs | Cost per booked job |
|---|---|---|---|
| Google Ads | $5,000 | 31 | $161 |
| Local search and reviews | $2,000 | 22 | $91 |
| Social ads | $1,500 | 4 | $375 |
With these numbers, social ads would be the first question for the meeting. The answer might be that they're building awareness for spring heat pump quotes and shouldn't be judged on January bookings, or it might be that they should pause. Either way, the decision gets written down, and next month's scorecard checks it.
How the review meeting runs
The meeting follows the same agenda every month so it never drifts into a vendor sales pitch.
- Ten minutes: last month's decisions, done or not done.
- Twenty minutes: the money line and the phone line.
- Twenty minutes: what changes next month and who owns each change.
- Ten minutes: anything coming up, such as a cold snap, a hiring gap or a new program.
You receive a one-page decision log the same day.
What makes it different from a vendor summary
A vendor summary describes that vendor's work in that vendor's terms. The scorecard puts every channel on the same measure, uses your own call tracking and job data rather than any vendor's, and ends with decisions rather than charts. Vendors can still send their own summaries; we read them so you don't have to, and pull out anything that matters.
Timeline
The first scorecard usually arrives in the second month. Month one is spent checking call tracking, matching job sources and agreeing definitions, for example what counts as a qualified call. After that, scorecards are delivered in the first week of each month.
How results are measured
The service works if three things happen: the scorecard arrives on time every month, decisions get made and followed through, and spend moves towards the channels with the lower cost per booked job. Our scorecard guide explains every metric and how to calculate it yourself.
Mistakes to avoid
- Counting every website action as a lead. Calls, texts, quote requests and page clicks behave differently, so track each one separately and count only real enquiries.
- Judging a channel in one month. Look at three-month trends, adjusted for season.
- Ignoring missed calls. A low answer rate can make good marketing look bad. HVAC.run covers missed-call systems in detail.
- Too many metrics. If a number never changes a decision, move it to the appendix.
See the other services, check pricing or call, text or email to start with a free look at your current numbers.
Frequently asked questions
What numbers go on the scorecard?
Spend, calls, qualified calls, booked jobs, cost per booked job and revenue from booked jobs, by channel. We add answer rate and booking rate from call tracking because phone handling often matters as much as marketing.
Do I need call tracking?
For a reliable scorecard, yes. Without it you can't tell which channel produced a call. We check your existing setup first and only suggest changes where the data is missing or wrong.
Can you pull data from our field-service software?
Usually. Most field-service and CRM tools can export jobs with a source or campaign field. If yours doesn't, we set up a simple source tag at booking so dispatchers can record it in a few seconds.
Who should attend the monthly review?
The owner or general manager, and ideally whoever runs dispatch or the call centre. Vendors can join for their section if you want, but the decisions stay with you.