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What should a lead cost you?
Enter five numbers. See how many leads and booked jobs your ad budget should produce, what each one costs and what is left after ad spend.
Calculator
Leads a month
37
from 308 clicks
Cost per lead
$54
ad spend only
Booked jobs
17
$120 to win each job
Return after ad spend
$8,800
$10,800 revenue
Where each month's revenue goes
- Ad spend $2,000
- Left after ad spend $8,800
Monthly revenue if you improve one thing
Same ad spend in every column
What-if table
| Scenario | Leads | Cost per lead | Booked jobs | Revenue | Return after ad spend |
|---|---|---|---|---|---|
| Your numbers now | 37 | $54 | 17 | $10,800 | $8,800 |
| Website converts 50% better | 55 | $36 | 25 | $16,200 | $14,200 |
| Book 10 more calls in every 100 | 37 | $54 | 20 | $13,200 | $11,200 |
| Cut wasted clicks (cost per click down 20%) | 46 | $43 | 21 | $13,500 | $11,500 |
| All three together | 69 | $29 | 38 | $24,750 | $22,750 |
Estimates only. Counts ad spend, not management fees or the cost of doing the job. Real results vary by trade, suburb and season.
How the maths works
Four lines. No hidden assumptions.
- 1
Clicks = ad spend ÷ cost per click
- 2
Leads = clicks × website conversion rate
- 3
Booked jobs = leads × close rate
- 4
Return = booked jobs × job value, minus ad spend
Sample benchmarks by trade
Rough starting points if you do not know your own numbers yet. Sample figures for illustration.
| Trade | Cost per lead | Average job or patient value | Link |
|---|---|---|---|
| Plumbers | $35 to $60 | $480 | Marketing for plumbers |
| Electricians | $45 to $70 | $620 | Marketing for electricians |
| Builders & Renovators | $140 to $320 | $86,000 | Marketing for builders & renovators |
| Cleaners | $14 to $28 | $310 | Marketing for cleaners |
| Dentists | $35 to $75 | $890 | Marketing for dentists |
| Physios | $30 to $55 | $540 | Marketing for physios |
Calculator questions
Try the business profile scorecardClicks are your ad spend divided by your cost per click. Leads are clicks multiplied by your website conversion rate. Cost per lead is ad spend divided by leads. For example, $2,000 at $6.50 a click is about 308 clicks. At a 12% conversion rate that is about 37 leads, or roughly $54 each.
For paid search traffic sent to a home page, 3% to 6% is common. A landing page built for one service with a clear call button often reaches 10% to 15%. These are sample ranges and your trade will vary.
Because it multiplies everything before it. Booking 55 calls in 100 instead of 45 adds 22% more jobs without spending another dollar on ads. Answering the phone faster is usually the cheapest improvement available.
No. It counts ad spend only, so the return figure is revenue minus ad spend. Take off your management fee, materials and labour to see profit.
No lock-in contracts
Want the real numbers?
The free lead audit replaces these estimates with your actual cost per click, conversion rate and answer rate, then shows what to fix first.