What can you afford to pay for a lead?
Four numbers from a typical month. You'll see the most a lead is worth to you, what your current leads can pay for in marketing, and what it would take to add more jobs.
A typical month
Rough is fine. Your job software's requests and quotes reports have all four.
Example numbers · replace with yoursWhat a lead is worth to you
$154
most you can pay per lead
$550
most you can pay per signed job
$5,500 job × 10% = $550 per signed job. You sign 14 of every 50 leads, so each lead is worth up to $154.
Why it's lower than most owners think
Most owners price leads off their close rate on quotes. But every lead costs the same, including the ones that never got a quote.
Going by your close rate on quotes14 of 37 quotes signed · 38%
$208
Going by every lead that came in14 of 50 leads signed · 28%
$154
Pay $208 a lead and every signed job costs you $743, not $550.
What your leads can pay for
At your numbers, the leads you get now justify up to this much marketing a month.
$7,700
a month, today's lead flow
3.6
leads for every signed job
At an NJ contractor doing about $5M, leads from Google search took about 5 leads per signed job. Repeat clients took about 3.6.
What would it take to add more jobs?
Before you run the numbers.
Straight answers to what owners ask about the calculator.
Know what a lead is worth before you pay for one.
Four numbers from a typical month. The answers show up as you type.