Revenue Maths: Calculator
What does a booked job cost you?
Most marketing reports stop at cost per lead. This calculator follows every enquiry through to a won job, then shows how improving each stage by 10% compounds.
Starting values are a worked example for a service business. Replace them with your own numbers.
| Scenario | Jobs / month | Cost per job | Profit after marketing |
|---|---|---|---|
| Today | 13.4 | $446 | $2,467 |
| Answer 10% more enquiries | 14.8 | $406 | $3,314 |
| Quote 10% more of those | 14.8 | $406 | $3,314 |
| Win 10% more quotes | 14.8 | $406 | $3,314 |
| All three together | 17.9 | $335 | $5,270 |
How it's calculated
Booked jobs = enquiries × the share you reach × the share of those you quote × the share of quotes you win. Cost per booked job = marketing spend ÷ booked jobs. Gross profit after marketing = jobs × average job value × gross margin, minus spend.
Related calculators: ROAS and break-even ROAS, customer acquisition cost, lifetime value and database reactivation.
Questions
What is cost per booked job?
Your marketing spend divided by the number of jobs it produced. It accounts for every enquiry you missed, every quote you didn't send and every quote you lost, which is why it is usually several times higher than cost per lead.
Why not just track cost per lead?
Cost per lead tells you what an enquiry cost, not what a job cost. Two businesses can pay the same per lead and have very different costs per job, because one answers its phone and follows up its quotes and the other doesn't.
Why do three 10% improvements add up to more than 30%?
Each stage multiplies the next. Reaching 10% more enquiries gives you 10% more to quote, quoting 10% more of those gives you more to win, and so on. The improvements multiply (1.1 x 1.1 x 1.1), so the total is about 33%, and the cost per job falls by about a quarter without spending a dollar more.
Which stage should I fix first?
Usually the first one: answering enquiries. It is the cheapest to fix (an answering service, an AI agent or a missed-call text-back), and every later stage benefits from it.
Start with a diagnostic.
The 90-Day Plan: a diagnostic of your marketing and a week-by-week plan, built in two weeks. Yours to keep, whether or not we run it.