Cost per booked job: the one lead number that matters

Two lead sources can cost the same per lead and be worlds apart in profit. The only fair way to compare them is what each one costs you per job you actually booked.

The formula

Cost per booked job = total spend on a source ÷ jobs booked from that source.

Example (illustrative numbers): you spend $3,000 on 40 calls. 36 reach a person, and 9 book. Your cost per call is $75, but your cost per booked job is $333. If your average job brings $3,800 in gross profit, that source works. If a cheaper source books 2 jobs from the same spend, it costs $1,500 per job and doesn’t.

What to track each week

1. Spend by source: ads, lead vendors, call programs, referrals you pay for.
2. Calls or leads received, and how many reached a person.
3. Appointments set and jobs booked, tagged with the source.
4. Revenue and gross profit on those jobs when they close.

A simple spreadsheet with one row per source per week is enough. Ask every caller “How did you hear about us?” or use a separate tracking number for each source.

Why it changes decisions

• Shared leads look affordable but often book less, because several companies chase the same homeowner.
• Exclusive inbound calls cost more per contact, but the homeowner picked up the phone to call you, so more of them book.
• Missed calls are the hidden cost. Every unanswered call raises your cost per booked job.

Work out what you can afford per call with the cost-per-call calculator.

Published October 14, 2026 by HomeProRadar. Figures are from the linked sources; examples are illustrative.