Short answer: cost per lead (CPL) is what you pay for each inquiry. Cost per job is what you pay for each customer who actually books. Two channels with the same CPL can have very different costs per job, because close rates differ.
The three numbers
- Cost per lead = monthly spend ÷ leads (calls, forms, messages)
- Close rate = jobs closed ÷ leads
- Cost per job = monthly spend ÷ jobs closed (the same as CPL ÷ close rate)
Don't know your CPL? Start with three numbers you do know
Most contractors know what they spend each month, roughly how many calls come in, and how many jobs they sold. That's enough. Example (illustrative inputs): $2,500 spend, 25 leads and 5 jobs gives $100 per lead, a 20% close rate and $500 per job. The 2-minute CPL quiz does this for you.
Why cost per job is the number to watch
Shared leads usually close lower. Angi says each request goes to no more than five pros (Angi Help Center, checked 2026-10-20). A cheap shared lead can cost more per job than a pricier exclusive one. For reference, Google LSA roofing leads average $128.64 per charged lead (99 Calls LSA Cost Estimator (Oct 2026, checked 2026-10-19)). At an example 25% close rate, that's about $515 per job.
What's a good cost per job?
It depends on your average job value and margin. Divide cost per job by average job value to see what share of revenue goes to buying the job. Compare channels with the calculator, or see the cost per booked job guide for worked examples.
FAQ
What is the difference between cost per lead and cost per job?
Cost per lead is spend divided by every inquiry. Cost per job is spend divided by only the inquiries that became paying jobs, so it is always higher unless every lead closes.
How do I find my cost per lead if I don't track it?
Take one month: add up ad spend (Google Ads, LSA, Angi and others) and divide by the number of calls and forms you got. Rough counts are fine to start.
How do I calculate cost per job?
Divide monthly marketing spend by jobs closed that month. Or divide cost per lead by your close rate.
Sources were checked on the dates shown. TradeCPL doesn't invent figures; gaps are marked.