Lonta AI blog
Budget & season
A budget is a capacity decision before it is a marketing one. These pieces start from trucks, tickets and the months the crew is full, and from what happens when two trades share one number.
5 posts
A maintenance plan sold only at the kitchen table stops growing. Sell it to your own list first.
Your techs can offer the plan only in houses where something broke. The other signups can come from your customer list and from the tune-up and price searches people already make.
Sep 9, 2025 · 12 min readSEO, Google Ads or Local Services Ads? At $10–20k a month, the question is the order
Local Services Ads need a verified Business Profile, and the badge takes weeks of screening. Search ads need a finished landing page, and Smart Bidding needs conversion tracking. SEO runs on the same profile and pages, and Google's own SEO page no longer says how long it takes.
Mar 18, 2025 · 13 min readHow much should an HVAC company spend on marketing? Start from trucks and tickets, not a percent of revenue
A percent of last year's revenue spends the most in the month the board is already full. How to size the budget from open truck slots, check it against what a sold job is worth, and enter it in Google Ads without the weekday-schedule trap.
Dec 10, 2024 · 13 min readWhen the crew is full in July, move the work into October instead of buying more July
Turning off weekends doesn't lower the bill, and the seasonality setting is built for a three-day sale. The lever is which months you buy work in, measured against what your crew can run.
Oct 8, 2024 · 12 min readWhen HVAC and plumbing share one ad budget, the season decides which trade gets the money
Nobody decides to stop selling plumbing in July. One budget decides it for you, and two settings can join the trades again after you split them.
Aug 20, 2024 · 10 min read