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Free calculator for service businesses

What Are Your Facebook Ads Really Costing You?

Enter last month’s ad spend, leads, and booked jobs. See your cost per lead, your cost per booked job, and the most you can pay before ads stop making you money.
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Last month's spend, leads, and jobs
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Your break-even cost per lead
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Cost Per Lead and Cost Per Acquisition Calculator

Enter last month's ad numbers to see what each lead and each booked job really cost, and the most you can afford to pay before ads stop making money.

Your ad results

$

Your business

$
%
What's left of each job after materials and labor, before ad spend.
Cost per lead
$0
Cost per job
$0
Lead to job rate
0%
Revenue from ads
$0
Return on ad spend
0x
Profit after ad spend
$0
Your cost per jobBreak-even: $0
Max you can pay per lead and break even$0
Estimate only. This is a calculator, not a guarantee. Ad results vary a lot from one industry, market, and business to the next, so use these numbers as a starting point and check them against your own results.
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How it works

How This Calculator Works

01

Cost Per Lead

Ad spend divided by leads. $2,500 for 50 leads is $50 a lead.
02

Cost Per Booked Job

Ad spend divided by booked jobs. $2,500 for 12 jobs is about $208 a job. This is the number tied to revenue.
03

Break-Even Cost Per Job

Average job value times your profit margin. A $1,200 job at a 40% margin leaves $480, so any job that costs less than $480 in ads makes money.
04

Max Cost Per Lead

Break-even cost per job times your lead to job rate. Booking 12 of 50 leads is 24%, so you can pay up to $115.20 a lead and still break even.
The calculator also shows revenue from ads (booked jobs × job value), return on ad spend (revenue ÷ ad spend), and profit after ad spend (revenue × margin, minus ad spend). With the numbers above that is $14,400 in revenue, a 5.8x return, and $3,260 in profit after ads.
Straight answers

Frequently Asked Questions

Short, straight answers about cost per lead and cost per job. If yours is not here, ask us directly.
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What is a good cost per lead for Facebook ads?

It depends on what a job is worth to you. A $90 lead is cheap for a roofer with $9,000 jobs and expensive for a pressure washer with $350 jobs. Instead of comparing to an industry average, compare your cost per lead to the break-even number this calculator gives you.
Cost per lead is what you pay for someone to call, fill out a form, or send a message. Cost per acquisition, or cost per job, is what you pay for someone who actually books and pays. Cost per job matters more because it is the one tied to revenue.
Count every real person who reached out about your service: calls, form fills, and Messenger or Instagram messages. Leave out spam, duplicates, and people asking about something you do not offer. Counting junk leads makes your cost per lead look better than it is.
Usually it is one of two things. The leads are low quality, which is common with instant forms that take one tap to submit. Or the follow-up is slow. Calling a new lead back within 5 minutes books far more jobs than calling the next day. Check both before you change the ads.
Take the price of a typical job and subtract what it costs you to do it: materials, labor, and anything else directly tied to that job. Divide what is left by the job price. A $1,200 job that costs $720 to complete has a 40% margin.