Contractor Revenue & Lead Calculator

Every contracting business operates on a funnel — whether they realize it or not. At the top, you generate leads through ads, SEO, referrals, and door knocking. Those leads become appointments when a homeowner agrees to an estimate. And a percentage of appointments convert into signed jobs.

The math is simple but most contractors never run it. If you close 40% of appointments and 35% of leads turn into appointments, you need roughly 7 leads for every job sold. Understanding this funnel is the first step toward predictable growth.

Across the home service industry, close rates vary significantly depending on lead source, market, and sales process. Here are typical benchmarks:

The lead source matters as much as the sales team. High-intent leads from Google search close at 2–3× the rate of shared marketplace leads.

Job values vary by trade and scope. Here are average project values across home service categories:

Higher ticket jobs require fewer closes to reach revenue goals — but they also require a longer sales cycle and higher quality leads.

If your calculator results show you need more leads than you're currently generating, here are the highest-ROI channels for contractors:

• Google Ads (Search): Target homeowners actively searching for your services. Highest intent, fastest results.
• Local SEO & Google Business Profile: Dominate the map pack and organic results for your service area. Compounds over time.
• Meta / Facebook Ads: Generate demand from homeowners who aren't searching yet. Great for storm damage and seasonal pushes.
• Review & Reputation Systems: More 5-star reviews = higher conversion rates across every channel. Systematize the ask.
• Conversion Rate Optimization: Better landing pages and follow-up systems turn the same ad spend into more booked jobs.