Non-Google channels led Q4 average tickets, analysis shows

Customers acquired through Bing and Facebook ads spent over 27 percent more than those acquired through Google during November and December 2024, according to an analysis of 60 HVAC contractors’ digital ad spend shared with Homepros.

The big picture: While Google captures the lion’s share of advertising dollars, the data suggests valuable customers are also being reached through alternative channels. 

Details: During the two-month period, just six percent of the contractors’ spend went to Bing and Facebook, with the remaining 94 percent split between Google PPC and LSA. 

• Yes, but: Average tickets for Bing and Facebook customers were 27 and 79 percent higher than Google, respectively.
• Customers from Google averaged $2,755 per ticket during the period, while Bing customers spent $3,488, and Facebook customers $4,944.

Of note: Facebook campaigns in the group focused primarily on install leads, rather than volume, according to a spokesperson from analytics firm SearchLight, which provided the data. 

Zoom in: Customer acquisition costs averaged $388 on Google and $339 on Bing, while Facebook — reflecting the install focus — topped $1,100.

The bottom line: The data shows a contrast between ad spend allocation (94 percent to Google) and average tickets, where alternate channels, in this case, generated higher dollar amounts.

Editor’s note: The data, provided by SearchLight, was anonymized and included contractors that also offer plumbing services.