Meta Ads ROI Calculator for Contractors
Plug in your ad spend, cost per lead, close rate, and average job size. See projected leads, booked jobs, revenue, and ROAS in real time. Built from 200+ real home service ad accounts.
Your Numbers
Minimum $1,000/mo is typical. Most home service contractors scale between $1,500–$5,000/mo.
Typical $10–$35 for home services on Meta. Higher if creative is weak or market is saturated.
What % of leads you actually book onto the calendar. 30–50% is typical with good follow-up.
What % of booked appointments turn into paying jobs. 30–50% is typical for home service trades.
Average revenue per closed job. Roofing/remodeling higher, HVAC repairs/pest control lower.
Projected Monthly Results
Leads
80
Booked Appointments
32
Closed Jobs
11
Revenue
$44,800
Profit (Revenue − Ad Spend)
$42,800
ROAS
22.4x
Cost Per Job
$179
Strong Economics
These numbers suggest ads would be a great investment. At 4x+ ROAS you can scale spend aggressively and the math keeps working.
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Book a free 30-min strategy call — we'll tell you what's actually achievable.
These are directional projections, not guarantees. Actual performance depends on creative quality, offer, market, team follow-up, and season. Use this as a starting baseline, not a contract.
How to Use This Calculator
Step 1: Start with your actual ad spend. If you're already running Meta ads, use last month's spend. If you're planning to launch, start at $1,500–$2,500/mo — that's where most home service contractors see the algorithm stabilize.
Step 2: Enter your cost per lead.If you're not sure, $25 is a reasonable starting estimate for most home service trades on Meta. Emergency trades (plumbing/HVAC repair) often come in lower; remodeling/solar often higher.
Step 3: Set your follow-up and close rates honestly. These are the two numbers most contractors over-estimate. Track your last 90 days: of every 100 leads, how many actually booked on your calendar? Of those appointments, how many turned into paying work? Use those real numbers, not aspirational ones.
Step 4: Average job value. Take your last 30 closed jobs and average them. For seasonal trades use a 12-month average to smooth out peak variation.
Step 5: Read the status block.Green (4x+ ROAS) = you can aggressively scale spend. Yellow (2–4x) = workable but needs monitoring. Red (<2x) = fix the funnel before you buy more traffic.
Calculator Questions.
How is ROAS calculated in this tool?
ROAS (Return on Ad Spend) = Revenue ÷ Monthly Ad Spend. Revenue here is calculated from your inputs: (Ad Spend ÷ CPL) × Lead-to-Appointment Rate × Appointment-to-Close Rate × Average Job Value. This is a projection, not a guarantee — actual results depend on market, creative, and team follow-up.
What's a realistic CPL for home service contractors?
For most home service trades on Meta, $10–$35 per lead is typical. Emergency services (plumbing, HVAC repairs) can be lower ($8–$20). Higher-consideration services (remodeling, solar) can run $30–$80. If your CPL is over $75, usually the creative or offer needs work.
What lead-to-appointment rate should I use?
30–50% is the typical range with decent follow-up. If you have instant SMS + phone follow-up inside 5 minutes, aim for the upper end. If leads sit for hours before you contact them, expect the lower end. Speed to lead is the single biggest factor — every 5 minutes of delay drops your rate 10–15%.
What close rate (appointment to job) should I use?
25–50% for most home service trades. Roofing, HVAC installs, and remodeling tend toward the higher end because the buyer is already qualified by the time they book. Emergency-repair trades skew lower (they book everyone, close fewer). Use your actual historical close rate if you have it.
Is a 3x ROAS good?
Depends on your margins. For trades with 40%+ gross margin, 3x ROAS is profitable. For tighter-margin trades, you need 4x+ to have real profit after overhead. We generally consider 4x+ ROAS 'scalable' — below that, every dollar of additional ad spend needs to be justified carefully.
Why is my projected revenue so high / so low?
The biggest multiplier is average job value — doubling that doubles your projected revenue with no other changes. Next biggest is close rate (appointment → job). CPL and lead-to-appointment matter too, but they're 1:1 multipliers while the others compound. Adjust them to match your actual business before drawing conclusions.
Do these numbers include Meta's fees or my management cost?
Ad Spend is what you pay Meta directly. Management fees (what you pay an agency) are separate — most retainers are $1,500–$2,500/month on top of ad spend. Subtract those from the Profit number to get your true bottom line.
Keep Exploring
How Much Do Meta Ads Cost?
Real benchmarks by trade, market, and spend level.
CPL Benchmark Finder
See real cost-per-lead data by trade — use it to plug accurate CPL into this calculator.
See What We Charge
Transparent monthly, coaching, and buildout pricing.
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Book a free 30-min strategy call. We'll walk through your actual cost per lead, close rate, and job value — and tell you honestly what ROAS is achievable in your market.
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