Free contractor tool
Enter your numbers below. See your estimated leads, jobs booked, monthly revenue, and ROAS in real time. No email required.
Your estimated results per month
Why Google Ads works for contractors
When a homeowner searches "roof replacement near me" or "HVAC repair cost," they are ready to call. Google Ads for contractors puts you at the top of that search at the exact moment they are ready to book. That is why it is the highest-intent channel most contractors can run.
The math in this calculator is straightforward. What changes your outcome the most: landing page quality (conversion rate), how fast you follow up (close rate), and how well your campaign is built and managed. A poorly built Google Ads account wastes budget on the wrong clicks. A well-built one books jobs.
Want to go deeper on the numbers? Read these:
Real result, not a projection
per month running the full system: website, Google Ads, and content, all pulling in the same direction.
Common questions
ROAS stands for Return on Ad Spend. It is calculated by dividing the revenue generated by your ad budget. A ROAS of 10x means every $1 spent on ads produced $10 in revenue. For contractors, ROAS is a fast way to see whether your Google Ads investment is paying off. A ROAS below 3x is generally considered poor for residential contractors, though the right target depends on your margins and trade.
Cost per lead varies widely by trade, market, and how competitive the search terms are. As an industry estimate, residential contractors typically see cost per lead from Google Ads ranging from $30 to $150 or more. High-ticket trades like roofing and HVAC replacement often see higher CPLs due to competition. The number that matters more than CPL is your cost per booked job, since that accounts for your close rate.
Contractor websites typically convert between 2 and 8 percent of paid traffic into leads, depending on how targeted the traffic is, how strong the page design is, and how compelling the offer is. A well-built landing page focused on a single trade in a specific market tends to outperform a generic homepage. The default in this calculator (8 percent) is toward the higher end of what strong pages achieve. Your actual rate may be lower until you optimize the page.
Enter your monthly Google Ads budget, average cost per click, website conversion rate, lead close rate, and average job value. The calculator computes: Clicks (Budget / CPC), Leads (Clicks x Conversion Rate), Jobs (Leads x Close Rate), Revenue (Jobs x Average Job Value), ROAS (Revenue / Budget), Cost Per Lead (Budget / Leads), and Cost Per Booked Job (Budget / Jobs). All results update in real time as you change inputs.
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.
