Cost per lead has not moved but cost per booked job is up. Where do I look?
Cost per booked job equals cost per lead divided by booking rate. If cost per lead is flat and cost per booked job rose, booking rate fell. That narrows t…
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What is cost per booked job, and how do you calculate it?
Cost per booked job is fully loaded marketing spend for a source divided by the jobs that source booked in the same window. It replaces cost per lead by m…
Should I measure marketing against revenue or against margin?
Against margin, once you can. Return on ad spend measured on revenue ranks channels by ticket size, not by profitability, so it consistently favors whiche…
How much can we afford to pay to book a job?
Start with the gross profit a typical job of that type leaves after labor, materials and direct costs. Decide what share of that profit you are willing to…
How do you calculate customer acquisition cost for a home services business?
Divide fully loaded marketing spend by the number of genuinely new customers acquired in the same period — not leads, not jobs, and not repeat callers. Tw…
How do you compare Google Ads, Local Services Ads, Meta and SEO fairly?
You cannot compare them on the same metric, because they capture demand at different stages. Compare each against its own affordable ceiling for the job t…
How do you decide when and how much budget to move between channels?
Move budget when a channel's marginal cost per booked job crosses the ceiling for the work it produces — not when its average looks worse than another cha…
Our cheapest lead source has the worst numbers downstream. How do I prove it?
Build one table that multiplies the chain through: cost per lead, divided by contact rate, divided by booking rate, divided by completion rate, gives cost…
Should we measure acquisition cost on paid spend only, or across all customers?
Both, clearly labeled. Paid acquisition cost divides paid media spend by customers acquired through paid, and guides channel decisions. Blended acquisitio…
Why does our customer acquisition cost look fine until you separate new customers from repeat ones?
Blended CAC divides all marketing spend by all jobs, including repeat customers who would have called anyway. That flatters the number. New-customer CAC d…
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