Free Tools
Calculators that answer the two questions every operator asks before spending on marketing: what is a lead worth to me, and what can I afford to pay for one.
What is a lead worth?
Average job value multiplied by close rate multiplied by gross margin. That is the gross profit an average lead produces, and the hard ceiling on what you can pay for one.
Half of gross profit per lead leaves room for overhead and a real return.
Ad budget calculator
Work the chain from budget to booked jobs. Use your own cost per click if you know it, and be conservative with conversion and close rates rather than optimistic.
This is a model, not a forecast. Real accounts have a learning period, seasonal swings and missed calls, all of which move these numbers.
Questions
- How do I work out what a lead is worth?
- Multiply your average job value by your close rate, then multiply by your gross margin. That gives the gross profit an average lead produces, which is the ceiling on what you can pay for one.
- What is a good cost per lead for junk removal or pressure washing?
- There is no universal figure. A good cost per lead is any figure comfortably below the gross profit an average lead generates in your business. A company with a five hundred dollar average job and a fifty percent close rate can pay far more than one at a hundred and fifty dollars.
- Should marketing spend be a percentage of revenue?
- Percentage rules are a rough sanity check, not a plan. If a channel returns more gross profit than it costs, the constraint is your capacity to do the work, not a percentage.
Want these numbers modelled against your actual market? Ask for a market audit.
Numbers first, spend second.
We build this model with your real job values and close rate before recommending any budget.