The leak calculator
Put in your own numbers and watch the arithmetic happen. Every step is visible and every assumption is editable. The defaults are industry medians, not your business. Change them and the answer moves with you.
Your numbers
Industry median for local service ads. Change it.
Median ticket for your trade. Yours is probably different.
Defaults to the midpoint of the band for HVAC. The range below uses the full band.
How many quoted jobs you actually win.
The industry average is barely half. Most owners guess much higher than the recordings show.
This one is an assumption, not a measurement. Move it.
The arithmetic
$6,070 of spend at $60 a lead is about 101 leads a month.
60% of those arrive by phone. That is 61 calls.
You answer 52% of them, so 29 calls do not reach anyone.
40% arrive by form. That is 40 forms.
Your form emails instead of posting, so we count 30% of those as not delivered. That is 12 forms.
29 plus 12 is 41 leads a month that never reach a person.
At a 42% close rate that is 17 jobs.
At $2,434 a job that is $41,378 a month.
$29,000 to $78,000 a month
The range uses the full cost-per-lead band for HVAC ($33 to $88). A lower cost per lead buys more leads, which means more of them are lost, which produces the higher dollar figure.
Every number above is one you can change, and most of them you should. The defaults are industry medians, not your business. If one of them is wrong, change it and watch the answer move. We would rather be corrected than believed.