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Every lead service quotes you a price per lead. Few of them help you work out what a lead is worth to your business, and that’s the number you need before you can say whether the price is any good. This calculator works it out for each service line. It starts from how many people search for the job in your area and ends at the gross profit left after materials and crews. Then it shows what moving up a few spots on Google is worth, and the most you could spend each month on marketing before it stops paying.

It’s built for owners and office managers at roofing, siding, gutter, insulation, lawn care, mosquito and pest, HVAC and plumbing companies. Lawn and pest plans renew, so the calculator counts plan value over how long customers actually stay. The service lines and plan types come from the trades I work with: US roofing and lawn care contractors. If you want help with the rankings side, that’s what roofing SEO covers. If you’re weighing rankings against ads or bought leads, SEO vs Google Ads for a small brand explains the order to spend in. This page just puts your own numbers on that decision.

How to Use the Lead Value Calculator

Nine steps. Most of the numbers are already in your job software, your accounts or your Google accounts. The two that take digging are search volume and click share, so those steps are longer.

A note on the Search Console import. Filter it hard. In the non-local impressions write-up, a roofer’s fascia repair page ranked at position 1.0 for a generic query and got 878 impressions and 1 click. National how-to searches like that drag your click share down, and they were never going to book a job anyway. Put your service words in the include box and your brand name in the leave out box, and that fixes most of it.

How to Read the Results

The results come in two scenarios: where you rank today and where you’re aiming. Everything else hangs off the gap between them.

Result	What it means	What to do
Leads and booked jobs a month	How many calls and form fills these searches bring, and how many turn into signed work, at today’s position and at your target.	If leads look fine but booked jobs are tiny, the problem is after the call. Fix response time and follow up before buying more traffic.
Revenue and gross profit	Booked jobs times what a customer is worth. For plan lines that includes plan revenue over the stay you entered. Gross profit is revenue times your margin.	Switch to first 12 months only if you’re deciding on cash this year. The gap between the two is how much rides on retention.
What a lead is worth	Gross profit per lead. It’s also the most you could pay for a lead and break even on the job itself.	Compare it with every lead source you pay for. Anything close to it leaves nothing for the office, trucks and insurance.
Value of moving up	The extra gross profit a year between today’s position and your target, per service line. The ladder table shows every step.	Work on the line with the biggest gap first. It’s often a high value job with modest search volume.
Break-even monthly spend	Gross profit a month from these searches. If you spent exactly that on marketing for them, you’d break even before overhead.	Keep real spend well under it. Rankings take months to arrive, so the today figure is what you can afford while you wait.
You pay per lead vs lead worth	What a bought lead costs, what it costs per booked job, and the gross profit a bought lead earns at its own close rate.	Green leaves room for overhead. Gold barely covers the job. Red loses money on every lead, so cut it or renegotiate.

Worked example: the Acme Roofing sample

Click Load sample data with Roofing selected and you get Acme Roofing, a fictional company with three service lines. Every figure in it is an example. The sample amounts are just round numbers, picked to show how the maths behaves.

Roof replacement sits on page 2 for 1,900 local searches a month. At the example click share of 0.5%, that’s about 9 visits and less than one lead a month. Move it to position 3, where the example table gives 10%, and it’s 190 visits, about 15 leads and 2.7 booked jobs a month. With a 14,000 average job and a 35% margin, the line goes from about 8,000 to about 161,000 gross profit a year. That single move is worth roughly 153,000 a year. No surprise the summary flags it as the place to start.

Roof repair already ranks 6th. Moving to 2nd adds about 24,000 a year. Smaller. But it’s probably a quicker win, since the page is already on page one. Storm and hail damage doesn’t rank at all today, so its whole value at position 5 (about 30,000 a year) is new.

Now the bought leads. Acme pays 150 per replacement lead, and only 8% of those turn into a job. That’s 1,875 per booked job. Each bought lead still earns about 392 in gross profit, so it shows green. Repair leads at 60 earn about 142. Green as well. Finally, the budget. The 2,500 a month Acme is weighing is covered about 7.5 times at the target positions, and only 0.6 times at today’s. That’s the honest picture: the spend pays off once the rankings arrive, and the business has to carry it until they do.

Before you act on any of this, getting website traffic but no leads is worth ten minutes. It covers what to fix first when the visits come but the phone doesn’t ring.

What This Calculator Can’t Do

Read these before you put a number in front of a business partner or a bank.

• It’s a model. Real months swing with weather, storms and the season. Keyword Planner’s figure is a 12 month average, so a hail month and a January will look nothing like it.
• The example click shares aren’t benchmarks. On a local search the map pack, ads and AI answers sit above the organic results, and how many clicks they take varies by search and by town.
• It treats each position as fixed for a month. Real rankings don’t sit still. They move daily and differ by device and by where the searcher is standing.
• It doesn’t count referrals, repeat customers who call you directly, people who search your company name, or your overhead.
• Break-even assumes these searches are the only source of the leads. Would the same customers have found you through a yard sign or a neighbour? Then the true value is lower.
• It can’t tell you how long the climb takes. How long SEO takes covers realistic timelines.
• It doesn’t connect to Google Ads, Search Console or your job software. It only knows what you type or paste.

Two more posts help with the inputs. Service page gap analysis shows how to find services that get searched but have no page on your site yet. And Google Business Profile posts and the Call now button covers which button on a profile post moves calls versus website clicks, which changes what you count as a lead.

Lead Value and Contractor Marketing ROI FAQ