Cost Per Booked Job Calculator
CPL is a vanity metric. The number that actually runs your business is cost per booked job. Input your CPL, follow-up rate, and close rate to see yours in real time.
Your Funnel Numbers
Average cost to generate one lead. Home service range: $10-$35.
What % of leads actually book on your calendar. 30-50% is typical with good follow-up.
What % of appointments turn into paying customers. 25-45% typical for home services.
Cost Per Booked Job
$179
Effective close rate: 14.0% — of every 100 leads, ~14 become paying customers.
Workable
$150-$300 per booked job is healthy for most home service trades. Watch CPL drift.
Want this number lower?
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Common Questions.
Why does cost per booked job matter more than cost per lead?
A $15 lead that closes 8% of the time ($188/job) is worse than a $30 lead that closes 25% of the time ($120/job). CPL alone can be misleading — a lower CPL sometimes means lower-intent leads. Cost per booked job captures the full funnel.
What's a good cost per booked job for home services?
Under $300 is healthy for most trades. Under $150 is excellent. Over $500 usually means follow-up speed, creative, or offer needs work. Trade matters too — roofing $125-$300, HVAC $100-$200, plumbing $70-$165.
How do I improve my cost per booked job?
Three levers, biggest-impact first: (1) improve speed-to-lead — contact within 5 minutes boosts close rate 3-5x; (2) tighten appointment-setting script + booking friction; (3) improve offer so more leads self-qualify before becoming appointments.
Does this tool factor in management fees or just ad spend?
Just ad spend (CPL). Management fees are separate — add ~$1,500-$2,500/mo to your total cost of ownership on top of this calculation. For total cost per customer, divide total monthly spend by booked jobs.
Why does my actual CPBJ differ from what I calculate here?
Usually one of three things: (1) you're averaging conversion rates over too short a window — 14+ days is needed to smooth out weekly variance; (2) you're counting unqualified leads in your CPL (fake form fills, wrong numbers); (3) team follow-up quality varies by day/week — measure your best week vs your worst week and the gap reveals your follow-up variance. Clean these three before trusting the math.