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Lead cost
calculator.

Divide what a lead source costs by the jobs it books, then set that against the profit on a job. If the profit is bigger, the source pays.

Your numbers

What this one source costs you in a month, fees included.

How many it sent you, good or bad.

Out of every 100 leads, how many pick up or reply.

Of the leads you reach, how many turn into a job or a client.

For an agent: your commission after the split.

What is left of a job after labor and materials. For an agent, 100%.

Your answer

Estimate

Fill in your numbers

The answer opens here as you type. No email needed.

  • Monthly spend, still needed
  • Leads a month, still needed
  • Share of leads you reach, still needed
  • Share of those that book, still needed
  • Average job value, still needed
  • Gross margin, still needed
Email me this

This is an estimate worked from the numbers you typed. It is not financial or legal advice.

Email me the verdict

  • Your cost per lead, cost per job and what is left, on one page
  • The booked share you need to break even
  • A link you can print or save as a PDF
Jobs or deals a month
Spending on leads a month

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Reading the answer.

Left after the spend

Above zero, the source paid for itself this month at your margin. Below zero, it cost more than the work brought in.

Cost per job

The number to compare across sources. A $20 lead nobody can reach costs more than a $100 lead that books.

Booked share to break even

The share you need just to stay level. Close to yours, one slow month puts the source under. Over 100%, no booking rate can save it.

The math.

A sample contractor pays $1,000 a month for 20 leads, reaches 70% of them and books 20% of those, with a 40% margin on a $1,200 job.

The formula

Cost per lead
spend / leads
Jobs a month
leads × reached × booked
Cost per job
spend / jobs
Gross profit
jobs × job value × margin
Left after the spend
gross profit − spend
Booked share to break even
cost per lead / (reached × job value × margin)

This is an estimate worked from the numbers you typed. It is not financial or legal advice.

The sample numbers

Monthly spend
$1,000
Leads a month
20
Share of leads you reach
70%
Share of those that book
20%
Average job value
$1,200
Gross margin
40%

What they come to

Left after the spend, a month
$344
At these numbers
It pays
Cost per lead
$50
Jobs a month
2.8
Cost per job
$357.14
Gross profit
$1,344
Booked share to break even
14.88%

The sources.

LocaliQ, home services search ads

Roofing and gutters
$228.15
General contractors
$165.67
Painting
$138.38
Plumbing
$129.02
Heating and furnaces
$129.02
Air conditioning
$127.74
Landscaping
$117.92
Electricians
$93.69
Handyman services
$54.05
Cleaning
$46.99

Open the source

LocaliQ, real estate search ads

Real estate broker
$162.39
Residential real estate agent
$157.59
Homes for sale by agent
$142.59
Property management
$76.71

Open the source

Home services rows are medians from 3,211 US search ad campaigns run by LocaliQ customers, April 2024 to March 2025. They are not Angi or Thumbtack prices.

LocaliQ, home services search ads

Real estate rows are medians from 894 US search ad campaigns run by LocaliQ customers, April 2025 to March 2026. They are not portal or referral prices.

LocaliQ, real estate search ads

Your questions

What counts as a lead?

Every lead the source billed you for, good or bad. If it credits a bad lead back, take the credit off your monthly spend.

What should an agent put as job value and margin?

Your commission after the split as the job value, and 100% as the margin. That shows what the source leaves you before your own costs.

Why does this differ from the price the source quotes?

A quoted price is one lead. This divides all you paid in a month, subscriptions and add-ons included, by all the leads you got.

Are the medians on this page my target?

No. They are search ad campaigns, shown for scale. A source that pays at your margin is fine above the median, and one that does not is a bad deal below it.

More tools.

Marketing budget calculator

Take a share of yearly revenue, divide by 12, then divide by your cost per lead. The budget is only right if a lead earns more than it costs.

Open the tool

Agent income goal calculator

Divide your income goal by what one deal nets you and round up. Divide the deals by your lead to close rate, then by 12, to get leads a month.

Open the tool

Three plans.

Free website

Plans from $1,500 a month.

Get a free website

On your site

  • Hosted and kept up by us. Your domain stays in your name
  • Unlimited pages and changes. Send it and it goes live

You always keep your name, logo, photos, copy and domain. We keep the code and the system behind the site.

Automated

$1,500 a month

No lead lost.

Every lead answered and booked, and we keep it running.

Get started, Automated

Your website

  • Hosted and kept up by us. Your domain stays in your name
  • Unlimited pages and changes. Send it and it goes live

Answer and book

  • An AI reply in minutes, day or night, aiming for under 5
  • It asks what you would ask, then books the estimate, showing or measure
  • Anything it can’t handle goes straight to you
  • Follow-ups that stop when they book or go cold

Get found

  • Text posts on the platforms you pick, no limits. Image and video are separate

Measure

  • A monthly report: every request, what it became, the money attached

Managed

$4,000 a month

Every stage handled.

Everything in Automated, and we run every stage for you.

Get started, Managed

Every stage

  • Every stage built and run by us, from lead to growth

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Measure

  • A dashboard for every lead, job and customer
  • A private site with a stat assistant that keeps watch on your customers

No AI brain or agents of your own.

The partnership

$7,500 a month

We run the whole cycle.

Everything in Automated, plus us working it and building on it.

Get started, The partnership

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Your AI brain

  • One AI brain on your phone: leads, jobs and customers in one place. Ask it anything
  • Connected to your forms, email, calendar and records, so it does the work
  • Hosting and tech run by us: domain, updates, monitoring. Accounts stay yours
  • Skills for your trade: lead questions, follow-up, booking, review requests

Run the work

  • Custom AI helpers for replies and booking, with a person where needed
  • Internal tools built for how you really run
  • Two builds in progress at any time, in the order you pick

Measure

  • One shared live board: every lead and job, where it came from, what it’s worth

Ad budgets and paid software stay on your accounts. Designed image and video posts start once you’re comfortable with AI drafts.

Free website

Sample inbox
  • Roof leak, kitchenyourcompany.example, 9:12pm
  • Looking for a roofer8:47pm
  • Skylight leak, upstairs6:30pm
Get a free website