Free contractor tool
Plug in your numbers and see how many leads, jobs booked, and dollars your Meta ad budget could generate. Takes 30 seconds.
Total dollars you spend on Meta ads each month.
Typical range: $50 to $150 for contractors. Meta leads are colder than referrals and usually close lower.
Percent of leads that turn into booked jobs. Paid social leads often close 10 to 20 percent. Referrals close much higher.
Average revenue per booked project.
Typical range: $8 to $25 on Meta. Varies by audience and time of year.
Common questions
Most residential contractors see a cost per lead of $50 to $150 on Facebook and Instagram. High-competition trades like roofing and HVAC typically land closer to the top of that range. Creative quality, offer strength, and audience targeting all affect the number significantly. This calculator uses $75 as a starting estimate based on published industry ranges.
Paid social leads are colder than referrals because the homeowner was not actively searching. A realistic close rate for Facebook and Instagram leads is 10 to 20 percent. Contractors who respond within minutes and have a strong follow-up process can push toward the higher end. Referral leads typically close at 40 to 60 percent, which is why referral ROAS looks very different from paid social.
ROAS stands for Return On Ad Spend. It is calculated as gross revenue divided by the ad budget. A 14x ROAS means you generated $14 in revenue for every $1 spent on ads. This is a gross revenue figure. It does not subtract your cost of labor, materials, or overhead, so your real profit margin is lower. Use ROAS to compare channels, not to calculate net profit.
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