What is a good cost per lead for a local business?

It varies by industry. Plumbers average $45-75 per lead, landscapers $35-55, roofers $80-120, and HVAC companies $50-85. A good cost per lead is one where your revenue per marketing dollar is above $5.

How do I calculate my marketing ROI?

Divide your total revenue from marketing leads by your total marketing spend. If you spend $2,000 and generate $15,000 in revenue from those leads, your ROI is 7.5x, meaning every $1 spent returns $7.50.

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Marketing ROI Calculator

Enter your numbers and see how your cost per lead compares to other businesses in your industry.

Business Type

Monthly Marketing Spend

Leads Received Last Month

Close Rate (%)Out of 10 leads, how many become jobs?

Average Job Value ($)

Why this matters

Most local business owners know they're spending money on marketing but have no idea if it's working. Knowing your cost per lead and how it compares to your industry is the first step to making smarter decisions about where your budget goes.

Benchmark data sourced from LocaliQ, Service Direct, and Angi based on average costs across the U.S. market. Your actual results may vary based on location, competition, and campaign quality.

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