Free Tools · Calculators

Marketing CalculatorsYour numbers, not industry averages

Four calculators owners actually use: lead cost, marketing budget, lead goals, and the total cost of separate vendors. Cost-per-lead results use the $90.92 home services search benchmark.
Runs in the browser — nothing is sent anywhere
Every result downloads as a branded one-page PDF
Benchmarks come from named, linked sources

Start with the question you're asking

No email required. Change a number and the answer changes with it.

Calculator 1

What is a lead costing me — and what is a booked job costing me?

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Your numbers

Cost per leadBenchmark: $90.92
$88.89
Lead-to-job booking rate
31.1%
Cost per booked job
$286
Revenue from these jobs
$19,600
Return on ad spend
4.90x
Marketing as a share of that revenue
20.4%

Your $88.89 cost per lead is in line with the $90.92 home services search benchmark. Booking rate and average job value are where the next gain is.

Calculator 2

How much should I be spending on marketing?

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%

The range covers everything: ad spend, retainers, software, photography, and the person who runs it.

Your numbers

Annual marketing budget (low end)7% of revenue
$140,000
Annual marketing budget (high end)10% of revenue
$200,000
Monthly budget (low end)
$11,667
Monthly budget (high end)
$16,667
Revenue target after growth
$2,400,000

To grow 20%, plan on $140,000–$200,000 a year — $11,667–$16,667 a month — spent on marketing you actually own.

Calculator 3

How many leads a month does my revenue goal need?

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%
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Your numbers

Booked jobs needed (year)
1,786
Leads needed (year)At a 30% booking rate
5,953
Leads needed (month)
497
Marketing spend to buy them (year)At $90.00 per lead
$535,714
Marketing spend (month)
$44,643
Spend as a share of the goal
21.4%

$2,500,000 means 1786 booked jobs and 5953 leads a year — about 497 leads a month at $90.00 each.

Calculator 4

What am I really paying across all my marketing vendors?

Enter monthly management fees and software charges only. Leave out advertising spend because it is billed separately under every package.

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This compares price—not your current agency's quality, results, scope, or fit.

Your numbers

Current vendor totalManagement fees and software only
$5,150
Essential — $3,000/mo
$2,150 more than this package
Complete — $3,500/mo
$1,650 more than this package
Ultimate — $4,000/mo
$1,150 more than this package

Your current vendor and software total is $5,150 per month before advertising spend. Price alone does not show quality or fit; use the audit to compare the actual work, ownership, and reporting.

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Questions owners ask about these numbers

What is a good cost per lead for a home service business?

LocaliQ's 2026 search advertising benchmarks put the home & home improvement average at $90.92 per lead, against $66.69 across all industries. Under about $68 is strong, $68–$114 is normal, and consistently above $114 usually means the landing page or the lead response is the problem, not the budget.

Should I measure cost per lead or cost per booked job?

Both, but decisions get made on cost per booked job. A $40 lead that never books is more expensive than a $120 lead that turns into a $9,000 install.

What percentage of revenue should a contractor spend on marketing?

Plan 5–8% of revenue to hold your position, 7–10% for moderate growth, and 9–12% when you are trying to grow fast or enter a new market. The percentage matters less than whether the spend buys assets you own.

Does the agency retainer count inside that budget?

Yes. Retainers, ad spend, software, photography, and the salary of whoever runs marketing all come out of the same number. Owners who only count ad spend end up spending far more than they think.

How do I work out how many leads I need?

Divide your revenue goal by your average job value to get the jobs you need, then divide that by your booking rate to get leads. Multiply the leads by your cost per lead and you have the budget the goal actually requires.

What if I don't know my booking rate?

Start at 30% for a business without call tracking and fix the measurement this month. Any lead-goal math built on a guessed booking rate is a plan, not a forecast.

Does this calculator prove my agency is overcharging me?

No. It compares monthly costs, not work quality, results, scope, or fit. A higher fee can be justified by stronger work, and a lower fee can still be wasteful. Use the $497 Marketing Audit for an independent review of what is actually being delivered.

Should I include Google Ads or Local Services Ads spend?

No. Enter only the management fee. Media spend should be billed directly to your business and stays separate from every Digital Marketing Coach package too.

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