Free contractor tool
Enter your monthly ad spend and lead count. See your cost per lead, cost per booked job, monthly revenue, and ROAS in real time. No email required.
Your estimated results per month
What your CPL is really telling you
A $75 CPL sounds great until you realize only 1 in 10 leads turns into a job. A $150 CPL can be a steal if your close rate is 40% and your average job is $12,000. The number that actually matters is cost per booked job and the revenue it produces.
That is why this calculator shows all five numbers together. Most contractors fixate on CPL and ignore the rest of the math. The ones who grow fast watch the full picture.
Want to go deeper?
Real result, not a projection
per month running the full system: website, Google Ads, and content, all pulling in the same direction.
Common questions
Cost per lead is your total ad spend divided by the number of inbound leads you generated. For example, if you spend $3,000 on ads and receive 40 leads, your CPL is $75. It tells you how much you are paying to get a potential customer to raise their hand, but it does not tell you how profitable those leads are. That depends on your close rate and average job value.
Cost per lead ignores how many of those leads you actually convert into jobs. A $75 CPL with a 10 percent close rate gives you a $750 cost per booked job. A $150 CPL with a 40 percent close rate gives you only a $375 cost per booked job. The second scenario is far more efficient even though the CPL is double. Always evaluate your lead channels by cost per booked job, not just CPL.
There is no universal good CPL. It depends entirely on your average job value and close rate. A roofer with a $12,000 average job can afford a much higher CPL than a painter with a $1,500 average job. The question to ask is: what CPL, at my close rate, produces a cost per booked job that still makes marketing profitable given my margins? This calculator shows all five numbers together so you can answer that question for your own business.
Enter your monthly ad spend, leads generated per month, lead close rate, and average job value. The calculator computes: Cost Per Lead (Ad Spend / Leads), Jobs Booked (Leads x Close Rate), Cost Per Booked Job (Ad Spend / Jobs Booked), Revenue (Jobs x Average Job Value), and ROAS (Revenue / Ad Spend). All numbers update in real time.
More free tools
This is one of several free tools built for residential contractors. Browse the full contractor marketing tools library or get a custom strategy video that uses your real numbers.
Ready to run the real numbers?
The calculator gives you a benchmark. A strategy video gives you a real plan: which campaigns to run, what budget makes sense, and what results we would actually target for your market. No cost, no obligation.
