Free contractor tool
Reverse-engineer your revenue goal. Enter your target and a few business numbers. See exactly how many jobs and leads you need per month, and what marketing budget to set. No email required.
What it takes to hit your goal
How this works
Most contractors pick a budget and hope for the best. This calculator flips that. You start with your revenue goal, then back into the exact lead volume and budget required to get there.
The math is straightforward. Here is how each step connects:
| Step | Formula |
|---|---|
| Jobs needed (year) | Revenue Goal / Avg Job Value |
| Jobs needed (month) | Jobs (year) / 12 |
| Leads needed (year) | Jobs (year) / Close Rate |
| Leads needed (month) | Leads (year) / 12 |
| Est. annual ad budget | Leads (year) x Cost Per Lead |
| Est. monthly ad budget | Annual budget / 12 |
The two levers that change everything: average job value (a higher ticket means you need fewer jobs and fewer leads) and close rate (better follow-up means the same leads produce more revenue without spending more on ads). Improve those before scaling your budget.
Want to go deeper?
Common questions
How do I calculate how many jobs I need to hit my revenue goal?
Divide your annual revenue goal by your average job value. If your goal is $1,500,000 and your average job is $12,000, you need 125 jobs this year. That is about 10 to 11 jobs per month. This calculator does that math automatically and shows you the leads per month required to get there.
What close rate should I use in this calculator?
Use your actual lead-to-customer close rate: the percentage of total leads (not just quotes) that turn into booked and paid jobs. If you do not track this yet, a conservative starting estimate for residential contractors is 20% to 30%. A well-run sales process with strong follow-up can push this to 35% or higher.
What is a realistic cost per lead for a residential contractor?
Cost per lead varies widely by trade and market. Google Ads for roofers in competitive markets can run $80 to $200 per lead. HVAC may run $40 to $120. Remodelers often see $60 to $150 or more for larger projects. The default of $50 in this calculator is a conservative estimate for lower-competition scenarios. Use your own numbers if you have them.
Why does raising my average job value reduce the leads I need?
Because you need fewer jobs to hit the same revenue. If your average job goes from $8,000 to $12,000, you need 33% fewer jobs to reach the same annual goal, which means 33% fewer leads and 33% less ad spend. Raising your average ticket is one of the highest-leverage moves a contractor can make before scaling ad spend.
Does this calculator account for referrals and repeat customers?
No. This calculator focuses on paid lead generation. Referrals, repeat customers, and organic traffic all reduce the number of paid leads you need to hit your goal. If you already know roughly how many jobs come from referrals each year, subtract those from the jobs-needed total and recalculate. The number of paid leads required will drop significantly.
Real result, not a projection
per month running the full system: website, Google Ads, and content, all pulling in the same direction.
Related free tools
Use these alongside your revenue goal to build a complete picture of your marketing and sales math.
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.
