Free Contractor Tool
Contractor Lead-to-Revenue Calculator
Enter your revenue goal, average job size, and close rate — find out exactly how many leads your business needs each month and what your marketing budget should be.
See How SubcontractorHub Closes More Leads
Calculate Your Monthly Lead Requirement
Set your revenue goal and conversion rates. The calculator works backwards to show you the exact leads, appointments, and marketing spend needed.
Leads needed / month
60
Monthly lead spend
$4,762
Cost per acquisition
$571
Appointments needed
24
Proposals needed
24
CPA as % of job value
4.8%
Revenue per lead
$1,667
What if your close rate improved from 35% to 47%?
You'd need 45 leads instead of 60 — saving $1,200/month in lead spend while hitting the same revenue goal. A 12-point close rate lift is typical for contractors who switch to on-site proposals with embedded financing.
See how SubcontractorHub raises close rates →Calculated as: Jobs needed = Revenue ÷ Avg job size. Appointments = Jobs ÷ Close rate. Leads = Appointments ÷ Lead-to-appointment rate. CPA = Lead spend ÷ Jobs closed. All figures rounded up to whole numbers.
SubcontractorHub
Three Changes That Cut Your Lead Requirement
On-site proposals that close same-day
EasyQuote lets reps build good-better-best proposals on a tablet at the home — with equipment options, pricing, and financing — and collect a signature before leaving. No follow-up required.
Financing in every proposal
Customers see a monthly payment, not a sticker price. Embedded financing from GoodLeap and other lenders is built into the proposal — reps present payment options at the kitchen table, not at a finance office.
Pipeline visibility for managers
Sales Velocity shows managers every open lead, proposal out, and financing application in real time — so nothing falls through the cracks and follow-ups happen automatically.
The Lead Math Every Contractor Needs to Know
Work backwards from revenue, not forwards from leads
Most contractors think: "We'll buy 50 leads and see what happens." The problem is you have no idea whether 50 leads will get you to your goal. The right approach is to start with your revenue target, divide by average job size to get jobs needed, then apply your conversion rates backwards to find the lead volume required. This calculator does exactly that.
Conversion rate benchmarks by trade
The fastest way to cut your lead requirement in half
Your close rate has a bigger impact on lead volume than any increase in marketing spend. If you go from 30% to 45% close rate on appointments, you need one-third fewer leads to hit the same revenue goal — immediately lowering your CPA and marketing budget requirement.
The highest-leverage close rate improvements: (1) on-site proposals with good-better-best options, (2) embedded financing so customers see monthly payment rather than sticker price, (3) same-day follow-up. Each of these is a system change, not a training program.
How SubcontractorHub handles all three
EasyQuote builds the proposal on-site with good-better-best options. Financing is embedded — customers see monthly payments before they leave. Sales Velocity tracks every open lead and fires follow-up automatically. Most contractors see their close rate climb 12–18 points in the first 90 days.
See the PlatformYour CPA tells you where the real problem is
If your CPA is above 15% of average job value, you have one of two problems: lead cost is too high, or close rate is too low. These require completely different fixes. High lead cost → diversify channels toward organic, referral, and direct outreach. Low close rate → fix the proposal and follow-up process first. Spending more on leads with a broken close rate just accelerates the bleed.
Use the calculator above to see what happens to your lead requirement and spend when you move your close rate by 5 or 10 points. The math is usually eye-opening.
Common Questions About Contractor Lead Math
How many leads does a roofing or HVAC company need to hit its revenue goal?
It depends on your average job size, your lead-to-appointment rate, and your close rate. For example: a roofing contractor with a $12,000 average job, 40% lead-to-appointment rate, and 35% close rate needs about 60 leads per month to close 8 jobs and generate ~$100,000 in revenue. This calculator works backwards from your revenue goal so you know exactly how many leads your marketing needs to produce.
What is a good close rate for roofing and HVAC contractors?
For HVAC installation: 30–50% close rate on appointments is typical, with rates above 45% common when proposals are done on-site with embedded financing options. For roofing (retail): 25–40% on qualified appointments. For D2D storm restoration roofing: 50–70% at the door. If your close rate is below these benchmarks, the most common culprits are proposal quality, follow-up speed, and the absence of embedded financing options in the proposal.
What should I expect to pay per contractor lead?
Roofing: $50–$200 for shared leads, $150–$500 for exclusive. HVAC installation: $30–$120 for shared, $100–$300 exclusive. Solar: $80–$250 shared, $200–$600 exclusive. Organic and referral leads have zero direct cost but require marketing investment over time. Your target cost-per-acquisition (CPA) should be 8–15% of your average job value — so on a $12,000 job, a $1,000–$1,800 CPA is reasonable.
What is a good cost-per-acquisition (CPA) for contractors?
Target CPA benchmarks as a percentage of average job revenue: roofing 8–15%, HVAC installation 10–18%, solar 12–20%. The key lever isn't just lead cost — it's your close rate. A contractor closing 50% of appointments on a $200 average lead cost has a $400 CPA. The same contractor closing 25% pays $800 CPA on the exact same leads. Improving your close rate by 10 points cuts your effective CPA nearly in half.
Used by roofing, HVAC, and solar contractors
Contractors who close more need fewer leads — and spend less to hit the same number
12–18 pts
Close rate improvement in first 90 days
30%+
Reduction in leads needed at the same revenue
1 platform
Proposals, financing, pipeline, and project management
Stop Buying More Leads. Start Closing the Ones You Have.
Every 10-point improvement in close rate is the equivalent of adding 25–30% more leads to your pipeline — at zero additional cost. SubcontractorHub gives your reps the proposals, financing, and follow-up system to close more of every lead they touch.
Book a Free DemoAll calculations are estimates based on industry averages. Actual lead volumes, conversion rates, and costs vary by market, trade, and business.