What's a Good Cost Per Lead? (And the Metrics Contractors Should Actually Use)
This page exists to put the CPL obsession in proper context.
Contractor Unit Economics Ladder
- CPL (easy, misleading)
- CPBJ — Cost per Booked Job (useful)
- CPSJ — Cost per Sold Job (useful for installs/projects)
- CAC — Customer Acquisition Cost (real)
- Payback period (how fast marketing returns cash)
- Contribution margin per job (profitability truth)
Hear From Our Clients
FAQs
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Not necessarily. The question is: what is your cost per booked job? If your booking rate is 50%, your CPBJ is $240. Whether that's good depends on your average revenue per job and gross margin.
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Lower CPL often means lower-intent leads with lower booking rates. Cost per booked job may have stayed the same or increased.
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Larger metros have higher competition and higher CPLs. Focus on cost per booked job as your target metric rather than a specific CPL number.