Lead ROI Calculator for Service Businesses
Turn a month of marketing into clear unit economics: cost per lead, cost per sale, conversion rates, revenue per lead and ROAS — then model what better follow-up could add.
Your numbers
Use a typical month. Leave anything you don't track at zero.
Leave blank if unsure.
Your results
What if we improved follow-up?
Model a relative lift to your booking and closing rates using the numbers you entered.
Scenario projections are mathematical estimates based on the values you entered. They are not guaranteed results.
Want to improve this part of your business?
LeadRilo helps service businesses centralize leads, automate follow-up and understand what actually turns into revenue.
Results are estimates based on the information you enter and are intended for planning purposes. Actual business performance varies.
What this tool calculates
The Lead ROI Calculator converts a single month of activity into the numbers that actually run a service business: what each lead costs, what each sale costs, how efficiently leads move to booked and sold, and how much revenue every lead is worth on average. It works for any service business — roofing, HVAC, plumbing, cleaning, moving and more.
Who it's for
Owners and operators who spend money on leads — Google Ads, Meta, lead marketplaces like Angi, or referrals — and want to know whether that spend turns into profitable work. If you can estimate your monthly spend, leads, appointments, sold jobs and revenue, you can use it.
How the calculation works
Every metric is a direct ratio of the numbers you enter. No hidden assumptions:
- Cost per lead = spend ÷ leads
- Cost per appointment = spend ÷ appointments
- Cost per sale = spend ÷ sold jobs
- Lead-to-booking = appointments ÷ leads
- Booking-to-close = sold jobs ÷ appointments
- Lead-to-sale = sold jobs ÷ leads
- Revenue per lead = revenue ÷ leads
- Average customer value = revenue ÷ sold jobs
- ROAS = revenue ÷ spend
If you enter a gross profit margin, the tool also estimates your gross profit return on spend. Any metric with a zero denominator is shown as zero rather than an error.
How to interpret your result
Read the metrics together, not alone. A high cost per lead is fine if revenue per lead is higher still. A low lead-to-sale rate usually points to a booking or follow-up gap rather than a lead-quality problem. ROAS tells you top-line efficiency; the gross-profit return tells you whether the spend is actually building the business.
Important assumptions
The calculator uses the exact figures you enter for one representative month and does not add outside benchmarks or industry averages. Scenario projections apply a relative lift to your booking and closing rates — they are planning estimates, not guaranteed outcomes.
Frequently asked questions
- What is a good cost per lead for a service business?
- It depends entirely on your average job value and close rate. A $150 cost per lead can be excellent for a business with $12,000 jobs and painful for one with $400 jobs. Use cost per sale and revenue per lead alongside cost per lead rather than judging any single number in isolation.
- How is ROAS calculated?
- ROAS (return on ad spend) is total revenue divided by marketing spend. A ROAS of 4x means you generated $4 in revenue for every $1 spent. It measures top-line return, not profit — enter your gross margin to see an estimated profit return as well.
- Why does the scenario mode not guarantee results?
- The scenario applies a relative lift to the booking and closing rates you entered and recalculates revenue from your own numbers. It is a planning estimate, not a promise. Real outcomes depend on lead quality, market conditions and execution.