BlueSmith
Login (559) 375-2909See What We’d Build
What we build Video AdsFilmed on your jobs. Written and edited by us.Project Pages + EstimatorsYour work, a price range, a booking calendar.Speed-to-Lead + BookingInstant replies, reminders, and follow-up.
How it works The Acquisition EngineAttention × Offer × Sales × System.How It StartsFive steps, no surprises.Free ToolsLead value, break-even CPL, ad budget.
Who we build for RemodelersKitchens, baths, whole-home projects.RoofersFull replacements, not leak calls.All TradesHVAC, solar, pools, plumbing, electrical, and more.
WHAT WE REPORT

Estimates and signed jobs. Not views.

Every number we report, what it means, how it’s calculated, and what we do to move it.

Show me where I’m losing jobsFree 2-minute assessment · No pitch, no obligation
01 · SPEED AND BOOKING

Does every inquiry get answered, booked, and shown up for?

Speed to first response

How long a homeowner waits between asking for an estimate and hearing back from a real person or a real message.

FormulaTime of first reply − time the inquiry came in

Why it matters. Homeowners ask more than one contractor. The first one to answer usually gets the conversation.

How we move it
  • Instant text and email on every inquiry
  • Routing to whoever is free
  • Follow-up when nobody answers
Speed-to-lead Missed lead calculator

Inquiry to booked estimate

The share of inquiries that turn into an estimate on your calendar.

FormulaBooked estimates ÷ inquiries

Why it matters. Leads don’t pay you. Estimates on the calendar do. This is where most wasted ad spend hides.

How we move it
  • Qualifying questions before booking
  • Self-booking into your real calendar
  • Follow-up for homeowners who didn’t book
Appointment booking Lead value calculator

Estimate show rate

The share of booked estimates where the homeowner is actually there when your estimator arrives.

FormulaEstimates held ÷ estimates booked

Why it matters. A no-show burns a salesperson’s afternoon and a slot another homeowner could have had.

How we move it
  • Confirmation and reminder texts
  • An easy reschedule option
  • Setting expectations before the visit
Appointment booking Follow-up sequence guide
02 · COST

What does it cost to get the right homeowner in front of you?

Cost per qualified lead

Ad spend divided by the leads that fit your jobs, your area, and your price range.

FormulaAd spend ÷ qualified leads

Why it matters. Cheap leads that never book cost more than expensive ones that do. Count the ones that fit.

How we move it
  • Creative filmed on your real jobs
  • Targeting your actual service area
  • Questions that screen before booking
Break-even CPL calculator Cost per lead guide

Cost per booked estimate

What it costs in ad spend to put one estimate on your calendar. We also break it out by service.

FormulaAd spend ÷ booked estimates

Why it matters. It’s the number that ties ad spend to your estimator’s time. It’s the first number we manage campaigns against.

How we move it
  • Better lead-to-estimate rate
  • Shifting budget to what books
  • Fresh creative before ads wear out
Meta ads Ad budget calculator

Cost per signed job

Ad spend divided by the jobs that actually signed. The final score for any campaign.

FormulaAd spend ÷ signed jobs

Why it matters. It’s the only cost number you can hold against a job’s profit.

How we move it
  • Tracking every job back to its source
  • Cutting campaigns that book but don’t sign
  • Better estimate close rate
Conversion tracking Break-even CPL calculator
03 · CLOSE AND VALUE

Which spend turns into signed, profitable work?

Estimate to signed job

The share of estimates you run that turn into a signed contract. You own the close; we own who shows up.

FormulaSigned jobs ÷ estimates run

Why it matters. A few points of close rate can be worth more than a bigger ad budget.

How we move it
  • Homeowners who already saw a price range
  • Proof from your own jobs before the visit
  • Follow-up after the bid
Close rate calculator Follow-up sequence guide

Project value

The average signed contract value, tracked by service and by source.

FormulaSigned revenue ÷ signed jobs

Why it matters. Bigger projects carry the same acquisition cost as small ones. Mix matters.

How we move it
  • Ads and pages built for the jobs you want
  • Estimate calculators that set the range
  • Qualifying out small patch jobs
Estimate calculators Lead value calculator

Return on ad spend

Signed revenue that traces back to ads, compared with what those ads cost.

FormulaSigned revenue from ads ÷ ad spend

Why it matters. It turns marketing from a monthly bill into a number you can decide on.

How we move it
  • Tracking from ad to signed contract
  • Budget moved toward what signs
  • Higher project value
Conversion tracking Ad budget calculator

Where each signed job came from

Every signed job matched to the ad, search, or page that started it.

Why it matters. Without it, every marketing decision is a guess. With it, you know what to turn up.

How we move it
  • Tracking on every page and form
  • Sources passed into your CRM
  • Monthly review of what signed
Conversion tracking Meta vs Google Ads
04 · GROWTH

What do we turn up next, without breaking the crew?

Hook and watch time

How many people keep watching past the first seconds of an ad, and which ads produce estimate requests.

Why it matters. If nobody gets past the opening, nothing else in the ad matters.

How we move it
  • Openings filmed on real job sites
  • New videos before the old ones wear out
  • Cutting ads that get views but no requests
Video ads Why Facebook leads go cold

Page and calculator completion

How many visitors start your estimate calculator or booking flow, finish it, and where the rest drop off.

FormulaCompletions ÷ starts

Why it matters. Every step a homeowner abandons is a fixable leak between the ad and your calendar.

How we move it
  • Fewer, clearer questions
  • A price range before contact details
  • Testing the order of the steps
Project pages Calculator vs contact form

Profit per job by source

Gross profit on signed jobs, grouped by where they came from, after acquisition cost.

Formula(Job gross profit − acquisition cost) by source

Why it matters. Revenue can grow while profit shrinks. This keeps growth honest.

How we move it
  • Spending more where profit is highest
  • Pricing the right services in ads
  • Cutting sources that sign thin jobs
Break-even CPL calculator Marketing budget guide

Crew capacity

How many more jobs your crews can take on in a month without slipping quality or schedule.

Why it matters. More demand only helps if your crews can deliver it. We plan the ad budget around it.

How we move it
  • Budget set from jobs you can actually take
  • Booking windows that match crew availability
  • Pausing campaigns when the schedule is full
Ad budget calculator The acquisition system

Jobs from old estimates

Signed jobs that come from estimates you already ran but didn’t close at the time.

Why it matters. You already paid to get those homeowners. A good share are still deciding.

How we move it
  • Follow-up on open bids
  • Seasonal check-ins
  • New proof sent to past estimates
Speed-to-lead and follow-up Follow-up sequence guide

Want these numbers for your business?

Seven questions. Two minutes. See the one part of your engine holding your projects back.

Show me where I’m losing jobsFree 2-minute assessment · No pitch, no obligation

Avg response time 2.5 minutes