A contractor marketing plan you can fill in.

Revenue goal for [period]: $[ ]
Current revenue: $[ ] per month
Gap to close: $[ ] per month
Average signed job: $[ ]
Extra signed jobs needed per month: [gap ÷ average job]
Job types we want more of: [ ]
Job types we want less of: [ ]

Example numbers, not a benchmark. Replace them with your own.

Average job value: $[ ]    Gross margin: [ ]%
Close rate (signed ÷ estimates run): [ ]%
Booking rate (booked estimates ÷ leads): [ ]%

Estimates needed per signed job = 1 ÷ close rate = [ ]
Leads needed per signed job = estimates per job ÷ booking rate = [ ]
Most we can spend to win one job and keep our margin: $[ ]

Example: $20,000 average job, 25% close rate = 4 estimates per signed job. If 50% of leads book, that’s 8 leads per signed job. 5 extra jobs a month = 20 estimates = 40 leads.

More leads than your crew can build just makes for longer wait times and unhappy homeowners.

Estimators: [ ]    Estimates one person can run per week: [ ]
Crews: [ ]    Jobs we can start per month: [ ]
Current backlog: [ ] weeks
Slow months we most want to fill: [ ]
Can we take on the extra jobs from block 1? Yes / Need to hire first / Phase it in over [ ] months

Who: [owns the home, project type, typical budget range]
Service area: [towns / ZIPs]    Priority areas: [ ]
What usually starts the project: [failure, move-in, growing family, aging system, season]
Questions they ask before calling anyone: [ ]
Objections we hear at the estimate: [ ]
Why they pick us over the next bid: [ ]

Main job type to advertise: [ ]
What they get by booking: [on-site estimate, written scope, price range, design visit]
Price signal before booking: [range on the page / estimator / none yet]
Proof we can show: [project photos, video from real jobs, finished work in the area]
Warranty or guarantee we actually offer: [ ]
Honest limits to state up front: [lead time, what’s not included]

Run one or two channels well before adding a third. Ad spend is paid to the platform.

- Referrals and past customers: [how we ask, who owns it]
- Google Business Profile: [who updates it, how often]
- Google search ads: [job types] · $[ ]/month
- Facebook and Instagram ads: [job types] · $[ ]/month
- Lead marketplaces (Angi, Thumbtack, others): [keep / cut / test]
- Yard signs, truck, direct mail: [ ]

Total monthly ad spend: $[ ]
What we’ll judge each channel on: cost per signed job

Texting a homeowner needs their consent and a clear way to opt out, such as “Reply STOP to opt out.”

First response to a new lead: within [ ] minutes, by [person / automatic text]
Attempts before marking unreachable: [ ] over [ ] days
How homeowners book: [online calendar / callback / both]
Estimate reminders: [day before / morning of]
Proposal follow-up schedule: [day ] · [day ] · [day ]
Past estimates to revisit this quarter: [count] from the last [ ] months
Who owns follow-up: [name]

Per channel, every month:
Spend · Leads · Booked estimates · Estimates run · Signed jobs · Revenue signed

Cost per booked estimate = spend ÷ booked estimates
Cost per signed job = spend ÷ signed jobs
Return = revenue signed ÷ spend

Where the numbers live: [CRM / report / spreadsheet]
Who updates them: [ ]

Month 1: [tracking set up, landing page built, first campaign live]
Month 2: [ ]
Month 3: [ ]
Decision date: [date we decide to keep, change, or cut each channel]
What would make us stop early: [ ]

Copy this block into a new note each month.

Month: [ ]
Signed jobs vs goal: [ ] of [ ]
Revenue signed vs goal: $[ ] of $[ ]
Best channel by cost per signed job: [ ]
Weakest channel: [ ] → keep, fix, or cut?
Biggest leak this month: response time / booking / no-shows / proposals / close
One change for next month: [ ]
Who owns it: [ ]