Sample report · illustrative data · Local services / home services

Prepared for Summit Heating & Cooling

May 2026 Lead Performance Report

Summit Heating & Cooling · May 1 – May 31, 2026

Ad Spend

$9,240

Leads

338

Cost / Lead

$27.34

Conv. Rate

8.40%

Bottom Line

Peak-season momentum — 31% more leads at a lower cost per lead heading into the busiest month.

What Changed

Seasonal AC demand pushed leads up 31% month over month; cost per lead dropped to $27 as quality score improved on the core service terms.

Why It Matters

Peak season is converting efficiently — every dollar is generating more booked jobs than last month, right when margins are highest.

What Happens Next

Raise budgets on the two best-performing service campaigns for June and add call-only ads to capture high-intent mobile searches.

Google Ads Performance

Conv. Rate

8.40%

+12.1% vs prior period

Spend

$6,100

+18.5% vs prior period

Cost / Lead

$25.10

-9.2% vs prior period

Leads

243

+34% vs prior period

CTR

7.20%

+6.8% vs prior period

Impr. Share

71.0%

+4.5% vs prior period

Meta Ads Performance

Conv. Rate

3.10%

+4.2% vs prior period

Spend

$3,140

+6.1% vs prior period

Cost / Lead

$33.05

-5% vs prior period

Leads

+22% vs prior period

CTR

1.90%

+3.4% vs prior period

Frequency

1.84

+8% vs prior period

The Analysis

Summit hit its season. Google is doing the heavy lifting — 71% impression share on core service terms and a $25 cost per lead — while Meta is a reliable secondary source for awareness-stage demand. With June being the peak cooling month, the plan is simple: fund the winners harder and add call-only ads so high-intent mobile searches turn into booked jobs.

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