Cost per lead
$18,000 ÷ 210 leads
Roofing ad results.
A 90-day demo.
A 90-day sample report: $18,000 in ad spend, 210 leads, 70 booked estimates, and 22 signed jobs.
- Ad spend
- $18,000
- Qualified leads
- 123
- Booked estimates
- 70
- Jobs sold
- 22
Across four ad channels
From 210 leads
Confirmed appointments
One signed contract per customer
From leads to jobs
- Leads210
Repeat calls and forms count once
- Qualified leads123
Roofing need and service area confirmed
- Booked estimates70
Confirmed estimate appointments
- Jobs sold22
Signed contracts
See which ads
brought the leads.
Each household counts once. Repeat calls and forms are combined. Credit goes to the first paid channel recorded for that lead.
| Channel | Ad spend | Leads | Qualified | Booked estimates | Jobs sold | Signed job value |
|---|---|---|---|---|---|---|
| Google Ads | $10,800 | 108 | 75 | 45 | 15 | $225,000 |
| Microsoft Ads | $2,700 | 27 | 18 | 10 | 3 | $45,000 |
| $3,600 | 60 | 24 | 12 | 3 | $45,000 | |
| $900 | 15 | 6 | 3 | 1 | $15,000 | |
| Total | $18,000 | 210 | 123 | 70 | 22 | $330,000 |
What did each
lead and job cost?
Choose ads only or ads plus fees. The lead and job counts stay the same.
Includes $18,000 in ads. Excludes management and setup fees.
Cost per qualified lead
$18,000 ÷ 123 qualified leads
Cost per booked estimate
$18,000 ÷ 70 booked estimates
Cost per sold job
$18,000 ÷ 22 sold jobs
$330,000 ÷ $18,000 =
Signed job value ÷ selected costs
This compares signed job value with ad costs. Job costs, overhead, sales costs, financing, and taxes are excluded. It is not profit.
Example budget
- Ads · 3 months
- $18,000
- Management · $2,250 × 3 months
- $6,750
- One-time setup
- $1,750
- Ads, management, and setup
- $26,500
How to read this
What the
numbers mean.
All leads, sales, payments, and ad costs on this page are made up.
What is a qualified lead?
A household that needs roofing work, is in the service area, and has valid contact details. We check the lead before counting it as qualified.
What counts as booked or sold?
Booked means an estimate appointment is confirmed. Sold means a contract is signed. In this demo, each sold job is a different new customer from the same group of leads. A booking does not mean the inspection took place.
Which channel gets credit?
The first paid channel recorded for the lead gets credit. Each household appears in one channel. This shows where the lead came from; it does not prove the ad caused the sale.
How would we check real results?
Check ad spend against lead records, qualification notes, appointments, signed contracts, and payments. Use the same reporting period and remove duplicate leads.
What would we improve?
Check lead quality and sales follow-up before spending more. In this demo, search brings more qualified leads. We would review the social ads and lead checks before raising those budgets.