10/02/2026
Two numbers run a home service business: what a lead costs you, and how many of those leads turn into jobs.
If you don’t know either one, every marketing decision you make is a guess. Should the budget go up? No idea. Is the new campaign better than the old one? No idea. Is the problem the leads, or what happens after the phone rings? Can’t tell. You’re flying with the windows painted over and hoping the ground isn’t close.
Here’s what those two numbers actually give you. Cost per lead tells you whether the marketing is efficient. Conversion rate tells you whether the business is closing what the marketing brings in. Put them together, and you get the only number that matters: what you pay for a booked job. Once you have that, you can compare it to what a job is worth and know, without arguing about it, whether the marketing is working.
That’s not a marketing exercise. That’s how you decide whether to hire another tech, buy another truck, or turn the ads off for the winter.
If you’ve never been given those numbers, that’s not on you. Whoever runs your marketing should be tracking them and putting them in front of you every month. If they aren’t, or if the numbers you’re getting don’t add up to anything you can use, we’re happy to take a look.
