Is my CPL good?
Compare your cost per lead to the cited ranges and see your real cost per booked job.
Cost per lead ÷ close rate. Enable JavaScript to compare against the published ranges.
How to calculate cost per lead
Cost per lead = channel spend ÷ leads from that channel
Use the same time period for both, and count only real leads (calls, forms, messages), not clicks. Then go one step further:
Cost per booked job = cost per lead ÷ close rate
That's the number to compare across channels. A walkthrough with worked examples is in the cost per booked job guide, and every benchmark is in the cost per lead by trade table.
FAQ
How do you calculate cost per lead?
Divide what you spent on a channel by the number of leads it produced in the same period. $3,000 ÷ 25 leads = $120 per lead.
What is a good cost per lead for contractors?
It depends on trade and channel. Google LSA leads average $128.64 for roofing, $115.57 for water damage and $108.32 for remodeling (99 Calls, Oct 2026). A good CPL is one where cost per booked job still leaves profit on your average job.
What is the difference between cost per lead and cost per acquisition?
Cost per lead counts every inquiry. Cost per acquisition (cost per booked job) counts only the leads that turned into jobs. It equals cost per lead ÷ close rate.
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