Cost per Booked Job Calculator

The Calculator

The boxes start with an example month. Replace every number with your own.

How It Is Worked Out

Every line is plain division and subtraction. You can do it on paper.

• Cost per lead = ad spend ÷ leads. A lead is a job with a name, a phone and an address.
• Cost per booked job = ad spend ÷ booked jobs.
• Closing rate = booked jobs ÷ leads.
• Profit per job = average ticket − (ticket × the cut %) − (ticket × parts %).
• What the ads returned after everything = profit per job × booked jobs − ad spend.

The spend is the number from your ad account. The lead and job counts are your own, not Google's. This is our arithmetic. It does not use the click price Google reports, because a click is not a job.

Example

These figures are made up and round, to show the steps. Ad spend $2,000. Leads 40. Booked jobs 10. Average ticket $500. The sub takes 30% and parts are 10%.

1. Cost per lead: $2,000 ÷ 40 = $50.
2. Cost per booked job: $2,000 ÷ 10 = $200.
3. Closing rate: 10 ÷ 40 = 25%.
4. Profit per job: $500 − $150 − $50 = $300.
5. Returned: $300 × 10 − $2,000 = $1,000.

What to Do With the Number

Compare that number with the profit per job. If a booked job costs you $200 to win and leaves you $300, the ads pay. If it costs $350 and leaves $300, they do not. The guide walks through where each count comes from and how to get it by hand: How to Work Out Your Cost Per Booked Job.

To check the month in one sentence instead, use the Ad Spend Grader. If part of the ticket goes to a sub, the Subcontractor Split Calculator shows the exact cut.

HeadHoncho counts your leads and booked jobs for you, from the jobs themselves, and shows the same cost per lead on the Statistics panel. See The Statistics Panel.