Lead value calculator
What’s a HVAC lead worth?
Plug in your job value and close rate. See what every lead and every good call is worth, the most you can pay per lead, and your return on every dollar.
Close rate matters most
What a lead is worth at every close rate
Same job value, same cost per lead. The only thing changing is how many leads you book.
| Close rate | Value per lead | Profit per lead | Return | Cost per job |
|---|
Your report
Lead value report
Estimates based on the numbers entered above. Gross profit is before overhead. Results depend on lead quality, speed to lead and your sales process.
The math
How to calculate what a lead is worth
Value of a lead
(Job value + extra lifetime value) × close rate
If a job is worth $1,500 and you book 35% of leads, each lead is worth $525 in revenue before you spend a dollar.
Most you can pay per lead
Value of a lead × gross margin
That is your break-even. Pay less than this and every lead adds profit; the gap is your margin for growth.
Return on lead spend
Value of a lead ÷ cost per lead
A 6x return means every $1 spent on leads brings back $6 in revenue. Cost per booked job is cost per lead ÷ close rate.
FAQ
Lead value questions
How do you calculate what a lead is worth?
Multiply your average job value, plus any extra lifetime value such as maintenance plans or repeat work, by the share of leads you book. If a job is worth $1,500 and you book 35% of leads, each lead is worth $525 in revenue.
How much should I pay per lead?
Your break-even cost per lead is the value of a lead multiplied by your gross margin. Paying less than that makes every lead profitable; how far below depends on how much profit you want left after lead costs.
Why is a phone call worth more than a form lead?
Homeowners who call are usually ready to book sooner, so calls tend to close at a higher rate than form leads. Enter your own call close rate in the calculator to see the difference for your business.
What is a good return on lead spend?
It depends on your margins. The calculator shows your break-even point; anything above it is profit. Compare your return at different close rates in the table to see how much speed to lead and follow-up are worth.
Are the starting numbers industry averages?
No. They are example starting points so the calculator is not empty. Replace them with your own job value, close rate and margin for an accurate report.
Now get more of the leads that are worth it.
Buy exclusive leads and calls one at a time, or let us build the whole system so your cost per job keeps dropping.