Contractor Cost Per Acquisition (CPA) Calculator
Calculate your true cost per acquired customer, cost per lead, and marketing efficiency. Understand exactly how much you're spending to win a new job.
Your Numbers
Your Numbers
Results Analysis
What this means:You are spending $313 to acquire one new customer. Your Cost Per Lead is $63 and your Cost Per Booked Estimate is $125.
Compare Against Contractor Planning Ranges
Planning ranges, not guarantees. Benchmarks vary by market, season, trade, offer, ad platform, service mix, and sales process. Use your own CRM, call tracking, accounting, and ad platform data where possible.
Cost Per Qualified Lead
Depends on season and market.
Lead-to-Booked Rate
Varies by speed-to-lead.
Estimate Close Rate
Impacted by in-home sales skills.
Average Job Value
Blended service vs. replacement.
Gross Margin
Targeting 50%+ is ideal.
Related Calculators
Explore other tools to optimize your home service business.
Local Ad Spend Budget Planner
Plan your monthly marketing budget to hit your revenue goals based on your historical conversion rates and average ticket size.
Missed Call Revenue Loss Estimator
Find out how much revenue your home service business is losing to missed calls. Estimate annualized gross profit loss.
Truck Roll Cost Calculator
Calculate the true, fully-burdened cost of dispatching a technician to a job site. Essential for pricing service calls.
Frequently Asked Questions
CPA is the total marketing cost required to acquire one paying customer. Unlike Cost Per Lead (CPL), which only measures inquiries, CPA measures actual revenue-generating jobs.
Many contractors only divide their ad spend by their jobs, ignoring the agency fee. If you pay Google $3,000 and your agency $1,000, your true marketing cost is $4,000. Your CPA must reflect the fully loaded cost.
It depends on your average job value and gross margin. A $400 CPA is fantastic for a $15,000 roof replacement, but terrible for a $150 plumbing service call. Always compare your CPA against your target gross profit.