Free contractor tool
Enter your monthly budget, average job value, and close rate. See estimated leads, customers, revenue, and ROAS for Google Ads, Facebook/Instagram, SEO, and Local Service Ads side by side.
Estimated results per channel (industry benchmark defaults)
| Channel | Est. Leads | Customers | Revenue | Return (ROAS) |
|---|---|---|---|---|
| Google Ads $90/lead est. |
0 | 0 | $0 | 0% |
| Facebook / Instagram $95/lead est. |
0 | 0 | $0 | 0% |
| SEO Mature $45/lead est. (6-12 mo. build) |
0 | 0 | $0 | 0% |
| Local Service Ads $75/lead est. |
0 | 0 | $0 | 0% |
If you need leads right now, Google Ads and LSA are your fastest paths. They put you in front of homeowners who are already searching for your trade today. Facebook and Instagram require more nurturing but can build awareness at a lower upfront cost per lead. SEO is the long game: it takes 6-12 months to see results, but a mature SEO program often delivers the best cost per lead of any channel. Most contractors with a budget under $5,000/month should start with one paid channel and nail their follow-up process before expanding. Once you are booking jobs consistently, layer in SEO and content to reduce your dependence on paid spend over time.
How this calculator works
This calculator uses industry estimate defaults so you can compare channels on an equal footing. Here is what each default represents and where it comes from.
Common questions
Google Ads typically delivers the highest-intent leads because homeowners are actively searching for a contractor. LSA also delivers ready-to-hire leads and only charges per lead, not per click. Facebook/Instagram generates leads too but at lower intent since users are not actively searching. SEO takes the longest to build but can deliver the lowest cost per lead over time.
SEO cost per lead in this calculator reflects the effective long-term cost once a campaign has matured (typically 6-12 months). Early in an SEO campaign, you may see zero leads for months while rankings build. The $45 effective cost per lead is an industry estimate for a mature SEO program, not a first-month result.
15% is a realistic starting estimate for paid leads. Many contractors close 10-20% from paid ads and 40-60% from referrals. Paid leads are less warm than referrals because the homeowner was not necessarily ready to hire. Your actual close rate depends heavily on how fast you respond, how your estimate is presented, and your price relative to competitors.
Not necessarily, especially with a smaller budget. Most contractors do best starting with one paid channel (Google Ads or LSA) to generate leads quickly, then layering in SEO and social as the business grows. Spreading a $2,000 budget across four channels usually means none of them gets enough spend to perform well.
ROAS stands for Return On Ad Spend. It is revenue divided by spend, shown as a multiple. A 13x ROAS means you generated $13 in gross revenue for every $1 spent on marketing. This is gross revenue and does not subtract job costs, labor, or overhead, so your real profit is lower. Use ROAS to compare channels side by side, not to calculate net profit.
More free tools
This is one of several free calculators built for residential contractors. Try these next:
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