Revenue Per Lead Calculator
Calculate the true value of each inbound lead based on your average job value and close rate.
Typical job or service value
% of leads that become customers
Revenue minus cost of service
Revenue Per Lead
Expected revenue per inquiry
$150.00
Profit Per Lead
After COGS
$75.00
Target CPL
50% profit margin
$37.50
Each lead is worth $150.00 in revenue. To maintain healthy margins, keep your CPL below $37.50. Your break-even CPL is $75.00.
Understanding Revenue Per Lead
Revenue per lead quantifies the value of each inquiry your business receives. It's a critical number for making acquisition decisions.
Revenue Per Lead = Average Order Value × Close Rate
Example: $500 AOV × 30% close rate = $150 per lead
Profit Per Lead = Revenue Per Lead × Gross Margin
Example: $150 × 50% margin = $75 profit per lead
Why This Number Matters
Every missed lead has a cost
Revenue Per Lead Examples
HVAC Repair
$120-200
$400 AOV, 30-50% close
Roofing
$400-800
$8k AOV, 5-10% close
Dental
$150-300
$500 new patient, 30-60% close
Plumbing
$100-175
$350 AOV, 30-50% close
Increasing Your Revenue Per Lead
Improve Close Rate
Faster response, better scripts, consistent follow-up. 10% improvement = 10% more revenue per lead.
Increase AOV
Upsells, bundled services, premium options. Higher ticket means higher lead value.
Better Lead Quality
Target higher-intent keywords, tighter geography. Quality leads close at higher rates.
Frequently Asked Questions
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Calculate conversion rates at every stage: visitors to leads, leads to booked jobs. Benchmark against industry standards.
LTV Calculator
Estimate the true lifetime value of your customers including repeat business and referrals. Critical for service businesses.