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Glossary / Strategy & Sales

Customer acquisition cost (CAC).

The total cost of winning a new customer.

What it means

The total cost of winning a new customer. Include ad spend, people, tools and agency fees, divided by new customers.

Related terms

Customer lifetime value (CLV)Cost per acquisition (CPA)

More in Strategy & Sales

Account-based marketing (ABM)Bottom of funnel (BOFU)Buyer persona Fractional CMO Go-to-market strategy Ideal customer profile (ICP)Lead generation Lead nurturing

Read more.

Articles that put Customer acquisition cost to work.

Cover illustration for the article “Fractional CMO Cost in 2026: What You Pay, What You Get, When It Beats a Hire”

Fractional CMO · 8 min read · Nick Irmo

Fractional CMO Cost in 2026: What You Pay, What You Get, When It Beats a Hire

Fractional CMO cost in 2026: typical retainers and hourly rates, what is included, how it compares to a full-time hire, and when it is the wrong call.

Cover illustration for the article “How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)”

Home Services · 6 min read · Nick Irmo

How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)

HVAC marketing budget math for 2026: 8–12% of revenue, the $153 cost-per-lead benchmark, and how to split spend between LSA, Google Ads and your site.

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