Updated on January 11, 2023
Service Direct has been delivering high quality leads to HVAC companies for over 15 years, and we’re always developing new lead generation techniques to drive the right customers to your business and keep your phone ringing with new leads.
But you don’t have to just take our word for it - the data speaks for itself. We have 2 methods of collecting data:
All of this collected data allows us to continually improve our service better. It also enables use to give you a glimpse at just what you can expect when you buy HVAC leads with Service Direct.
Over the past year, Service Direct has introduced several new improvements designed to help HVAC companies get more from their exclusive pay-per-call leads while spending less time managing them.
Here’s what’s new:
Together, these updates simplify lead management, enhance call quality, and help HVAC teams stay focused on what matters most—booking more service appointments and growing their business. They reflect our continued commitment to delivering a transparent, efficient, and results-driven lead generation experience for HVAC professionals.
Service Direct offers pay-per-call lead generation, and understanding how pay-per-call works is an essential first step in a successful partnership with us. In a nutshell, pay-per-call means that we send you live phone calls from people who are actively seeking HVAC services in your area.
You set the price you’re willing to bid for HVAC leads and the service area you cover, and we take care of the rest. You only pay when Service Direct delivers a call that meets the criteria of a “billable lead.”
Service Direct's HVAC leads are generated with a combination of in-house advertising and third-party publishers. A majority of our leads come from partnerships with our network of thoroughly vetted affiliate publishers. This gives us a broader reach and enables us to deliver high-quality leads from all around the web.
How is Service Direct different from other lead generation companies? Here are a few key points that set the Service Direct Marketplace apart:
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49% Percentage of calls where the caller has a service need. |
59% Average first call booking rate from calls with a service need. |
$2,830 Average job value based on client reported data. |
We work with hundreds of HVAC service providers across the country. From small family-owned contractors to some of the biggest HVAC companies in the US, we provide high-quality calls and great results for our customers.
When your phone rings, what are the odds that it’s a potential customer on the other end of the line? Between solicitors, callbacks, cancellations, job seekers, and wrong numbers, odds are you’re getting lots of calls that aren’t from new customers.
With Service Direct, about half of the calls that we send to HVAC service providers are from potential customers. That means that when your phone rings, it’s more likely that the caller is someone looking to buy your services. And remember, you only pay for calls that fit the billable leads criteria.
Of the answered billable calls we send to our HVAC clients, about 59% turn into a booked job. And considering that the average ticket price for those won jobs is $2,830, our service can be a significant driver of revenue for your business.
The most impactful thing you can do as a business to improve your close rate is answering the phone. But with an average answer rate of 85% on calls longer than 20 seconds, our HVAC service companies have clearly gotten the message.
As anyone with a phone can attest, there are a lot of spam callers out there. Unfortunately, this is true of pay per call lead generation services too. That’s why we’re constantly working to reduce the number of spam calls, wrong numbers, and other invalid calls that get through to our customers.
Still, invalid calls do get through from time to time, which is why we recently implemented our Quality Check feature. Leveraging machine learning systems, we automatically identify nearly 50% of spam calls and 40% of wrong number calls with around 80% accuracy. And thanks to the nature of machine learning, we’re getting better at it by the day.
Our Quality Assurance team reviews your calls to determine if they are billable. We also make it easy for you to request a review up to 7 days after the lead was delivered. Providing the highest quality leads is our highest priority, and we’re constantly working to ensure our clients only pay for new potential customers.
At Service Direct, we believe HVAC businesses should always stay in full control of their marketing and lead flow. When you work with us, you’re never locked into a rigid setup—our platform is designed to give you the flexibility to make real-time adjustments as your business needs change.
To support this, we provide a suite of easy-to-use tools that let you customize and manage every aspect of your campaigns. The Campaigns Manager dashboard serves as your control center, giving you a clear overview of performance and allowing you to update settings quickly without needing outside support.
Our Lead Manager takes lead tracking a step further by providing detailed call information, full recordings, and AI-generated summaries through our Call Recap feature. From this dashboard, you can easily review activity, confirm lead quality, and request lead reviews when needed—all in one place.
To help you match marketing spend with your current business capacity, our Lead Volume Control tools let you regulate the pace of incoming calls. Whether you need to ramp up during slower seasons or slow things down when your schedule fills up, you can adjust cost-per-lead bids, pause campaigns, or modify ad schedules to stay aligned with your workload.
We also give HVAC companies complete control over their Service Area targeting. You can add or remove zip codes at any time to focus your budget on the most profitable territories or adjust coverage as your team expands—ensuring your calls are coming from the locations that make the most sense for your business.
Take the case of Fusion Plumbing & Air. Before working with Service Direct, they relied on Google, Yelp, and word-of-mouth leads, but struggled with inconsistent volume and unsustainable lead costs.
After switching to Service Direct, they began receiving a reliable stream of high-converting calls, giving them confidence that lead volume would stay stable over time.
Even better—because they could adjust their campaign settings, lead costs, and service area as needed, they gained the control they need to scale up or dial back depending on seasonality or workload.
As Fusion Plumbing & Air put it: the combination of call volume, cost control, and flexible targeting made Service Direct a dependable, cost-effective lead generation partner.
All this data should give you a clear picture of what to expect when buying HVAC leads from Service Direct. However, the numbers presented here are just averages. The only way to know exactly how you’ll fare with the leads in your particular service area is by signing up!
If you answer your phone every time it rings, know how to turn answered calls into booked appointments, and can adjust your approach on the fly to improve your ROI, you’re set up for a lot of success with Service Direct.
Editor's Note: This blog was originally published in March 2023 and has been updated to reflect current trends and data.