Cost per lead is the wrong number to judge your marketing on. What matters is what you pay to put a real job on the schedule. Plug in your numbers and see it in seconds.
Use a typical month. Estimates are fine to start.
Cost per booked job
15 booked jobs from 50 leads
Nothing is stored. The math runs in your browser.
Plenty of lead sources look cheap on a per-lead basis and turn out expensive once you count how many actually turn into work. A $40 lead that only books 1 in 10 times costs you $400 a job. A $90 lead that books 1 in 3 costs you $270. The headline number lies; the booked-job number tells the truth.
That is the math we run for every contractor we work with. We track which channel and which ad produced each booked job, then move the budget toward what actually fills the schedule. Cheaper leads are not the goal. Cheaper booked jobs are.
Three levers move it more than the per-lead price ever will. Close rate: a fast callback and a tight follow-up process can take you from 20 percent to 40 percent, which cuts your cost per job in half. Lead quality: exclusive, high-intent leads book at a far higher rate than shared bid-war leads. Average job value: the bigger the job, the more marketing each one can carry. Improve any one of these and the calculator above moves in your favor.
We run the ads, track every booked job, and move your budget to what actually fills the schedule.
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Full-service marketing agency exclusively serving home service contractors. Generating 50-300 exclusive leads per month since 2018.