Tradie lead value calculator: what is a lead worth to your business?
Four numbers you already know — job value, margin, close rate, leads a month — and you'll see the true value of every lead we send, the jobs and profit that follow, and the most you could sensibly pay per enquiry.
Your numbers
Rough figures are fine. Everything on the right updates as you drag.
The average revenue you earn per completed job.
Your gross profit percentage on the work — what's left after materials and labour.
The percentage of leads that become paying customers. Roughly 1 in 3.
The number of exclusive leads we generate for you each month — yours only, never shared with another business.
The true value of each lead sent — won or lost. At $1,200 a job, a 40% margin and a 30% close rate, every enquiry that lands in your inbox is worth about $144 in gross profit on average ($360 in revenue).
From 20 leads at a 30% close rate.
$86,400 a year, if it holds.
$34,560 a year, before marketing costs.
Pay less than this per lead and every enquiry adds profit, not just turnover.
How a month would look
Leads in, jobs won, revenue banked, profit kept — at your numbers.
What if those leads cost…
Cost per lead varies by trade and market, so here are three scenarios rather than one promise. Each shows what 20 leads a month would cost, and the profit left after paying for them.
Cost here means ad spend plus management. Where your trade lands depends on competition, your area and how fast enquiries get answered — that's what the free marketing plan works out.
Estimates from the numbers you entered — not a forecast or a guarantee of leads, jobs or revenue.
Why lead value is the number that matters in tradie marketing
Most tradies judge marketing on cost: "$80 a lead sounds expensive." But a lead isn't a cost until you know what it's worth. If you win one quote in three, the average job is $1,200 and you keep 40% of it as gross profit, every lead — including the ones you lose — is worth about $160 in profit on average. An $80 lead against a $160 lead value is a very different conversation to an $80 lead against a $150 job.
That's the number at the top of this page, and it's the one to carry into any conversation with any marketing company. Ask what they expect a lead to cost in your trade and area, and compare it against what a lead is worth to you. If the gap is wide, the marketing should pay for itself several times over. If the gap is thin, the fix is usually one of two things: win more of the quotes you already get, or go after bigger jobs — both of which change the number more than shaving a few dollars off cost per lead ever will.
The break-even figure is the ceiling: pay less than that per lead and the marketing pays for itself in profit, not just turnover. Real campaigns need to land well under it, which is why the scenarios above show three cost-per-lead levels rather than promising one. Where your trade sits is what we look at in the free marketing plan — real competition, real search volume, your area.
Want these numbers checked against your market?
Tell us your trade and area. We'll tell you what leads realistically cost where you work, and whether the maths stacks up — before you spend anything.
- No lock-in contracts
- Fees separate from ad spend
- All-Australian team