Your numbers
Calculated in your browser. Nothing is sent or saved. The cost per lead is prefilled with a cited site benchmark, so edit it if you know yours.
Jobs needed / yr = revenue ÷ average job value
Leads needed / yr = jobs ÷ close rate
Annual budget = leads × cost per lead, and monthly = annual ÷ 12
Budget % of revenue = annual budget ÷ revenue, compared with the ranges below.
This counts paid lead cost only. Agency fees, software and staff come on top. Enable JavaScript to see results instantly.
What contractors typically spend on marketing (rough ranges)
Published percent-of-revenue benchmarks are rules of thumb from agencies and trade media, not audited census data. Every source says to build the budget from your job value, close rate and cost per lead (the calculator above) and use the percentage as a sanity check.
- Roofing: 5–10% of gross. Under $1M revenue ~10%+, $1–5M 7–10%, $5M+ 5–8% (StructureM). By stage: 12–20% total for startups, 8–12% while growing, 5–8% once established (RoofPredict).
- Home services by revenue (used for restoration): $500k–$1M 10–15%, $1–3M 8–12%, $3–10M 6–10%, $10–25M 5–8%, $25M+ 4–7% (Solvo Index, compiled from about 40 agency clients and labeled not independently audited).
- Remodeling / replacement: Qualified Remodeler Top 500 averaged 8.7% of revenue (6% median). Replacement contractors averaged 12.1% (10% median), with a $396 median cost per issued lead (Qualified Remodeler, Aug 2026).
- Commercial: no cited range yet Bid-driven shops spend more on estimators and relationships than ads (RoofPredict).
Cost-per-lead prefills come from the TradeCPL tracker. Insurance roofing uses one vendor's published exclusive storm-lead price (StormLead, $175), not a market average. Restoration, construction-insurance and commercial roofing have no specific benchmark yet.
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