Qualified Lead vs. Booked Estimate ROI Calculator
Calculate contractor lead generation ROI by comparing qualified leads, booked estimates, sold jobs, customer acquisition cost, gross profit, and break-even lead cost.
Your Numbers
Campaign Inputs
Conversion Inputs
Revenue Inputs
Results Analysis
LeadValue Score™
* Example score based on your inputs. Use CRM and call tracking data for the most accurate analysis.
What this means:Based on your inputs, your campaign generates approximately 44 booked estimates and 17.6 sold jobs per month. Your cost per booked estimate is $91, while your estimated break-even cost per booked estimate is $1,300. That means this campaign is currently profitable based on gross profit after marketing cost.
Where Profit May Be Leaking
Lead Cost Leak
HealthyEvaluates whether CPL is too high compared with break-even CPL.
Booking Rate Leak
HealthyEvaluates whether lead-to-booked-estimate rate is weak.
Close Rate Leak
WatchEvaluates whether booked estimates are converting into sold jobs.
Missed Call Leak
WatchEvaluates whether missed call rate may be reducing revenue.
How the Calculator Works
Total Marketing Cost
Monthly Ad Spend + Monthly Management Fee. Includes fully loaded costs to generate the traffic.
Cost Per Booked Estimate
Total Marketing Cost ÷ Booked Estimates. The real cost to get a technician in the door.
Customer Acquisition Cost (CAC)
Total Marketing Cost ÷ Sold Jobs. The total cost to acquire one paying customer from this campaign.
Estimated Gross Profit
Estimated Revenue × Gross Margin %. The actual dollars available to cover overhead, marketing, and net profit.
Break-Even Cost Per Booked Estimate
The maximum amount you can spend to acquire a booked estimate without losing money on the job.
Marketing ROI
Net Gross Profit After Marketing ÷ Total Marketing Cost. A 100% ROI means you doubled your money.
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.
How to Improve Lead ROI
Improve lead response time
Calling leads within 5 minutes increases conversion rates by up to 391%.
Calculate ImpactIncrease booked estimate rate
Scripting and booking incentives can turn more calls into run appointments.
Improve close rate
Offer financing, better options, and improve in-home sales presentations.
Raise average job value
Bundle services, offer maintenance plans, and sell higher-SEER/efficiency units.
Track campaign source quality
Stop spending on platforms that generate leads but zero booked estimates.
Related Calculators
Explore other tools to optimize your home service business.
Cost Per Acquisition (CPA)
Calculate your true cost per acquired customer, cost per lead, and marketing ROI. Understand exactly how much you're spending to win a new job.
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.
Frequently Asked Questions
A booked estimate is a qualified lead that has actually been scheduled for an in-home or on-site consultation. Tracking this metric filters out spam, tire-kickers, and missed calls that inflate standard 'cost per lead' numbers.
Cost per lead can be highly deceptive. You might have a $30 cost per lead, but if only 1 in 5 answers the phone and books an appointment, your actual cost per booked estimate is $150. Optimizing for booked estimates aligns your marketing directly with revenue opportunities.
ROI is calculated by subtracting total marketing cost (ad spend + management fees) from the gross profit generated by those specific leads, and then dividing by the total marketing cost. This calculator automates that math.
It varies wildly by trade and market. A $350 cost per booked estimate might be fantastic for full roof replacements but terrible for a basic plumbing service call. Compare your cost against your specific break-even threshold.
We recommend updating this math monthly as part of your marketing review. Ad costs fluctuate, and close rates change by season. Monthly reviews ensure you catch profit leaks before they compound.
Yes! Entering your management fee alongside the ad spend gives the contractor a true, transparent look at their fully loaded customer acquisition cost and the real ROI your agency is delivering.
No. Benchmarks are planning ranges compiled from industry averages. They should be used as a baseline to spot obvious anomalies in your performance, but your own CRM and financial data should always be the final source of truth.