Free tool
What can you afford to pay for a lead?
Most owners judge ads by cost per lead alone. The number that matters is your break-even cost per lead, which comes from what a customer is worth and how many leads you actually close. Plug in your own numbers below.
What you spend (or plan to spend) on ads each month.
Your real number if you know it. It varies widely by trade, city and platform.
Out of every 100 leads, how many become a paying job, patient or case?
Average first-job ticket, new-patient value or average fee per case.
What's left after labor and materials. Used for break-even.
Include any agency or software cost to see the true return.
Your estimate
Leads / month–
Customers / month–
Revenue–
Return on ad spend–
Cost per customer–
Gross profit after ads–
Break-even cost per lead–
This is simple math on the numbers you enter, not a prediction or guarantee. Real results depend on your market, competition, offer and how quickly leads get answered. It doesn't count repeat business or referrals, which often make a customer worth much more.
Three ways to improve the math (only one is "spend more")
- Lower cost per lead: cut wasted search terms, tighten locations and job types, improve ad and profile quality.
- Raise the booking rate: answer faster, follow up on missed calls, improve the landing page. Often the quickest win.
- Raise value per customer: target higher-value services and track repeat and referral revenue so you can afford better placement.
Find out what your ads are really doing.
Send us your accounts and profiles. Within a few business days we'll walk you through what's wasting money, what's missing, and what we'd fix first. You can keep the findings whether or not you hire us.
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