BlueSmith
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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.
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FREE TOOL

What does one booked estimate really cost?

Cheap leads that never book are expensive. Price the thing you actually want: a homeowner on your calendar.

By the BlueSmith team · Updated

At a glance

You enter
  • Monthly ad spend
  • Leads per month
  • Leads that become booked estimates
You get
  • Cost per booked estimate
  • Cost per lead
  • Booked estimates per month
How the math works
  • Cost per lead
  • Booked estimates
  • Cost per booked estimate
  • Example (not a benchmark)
What it costs
Free. No signup, no email. Arithmetic on your own numbers, not a promise of results.
35%

Cost per booked estimate: $229

Cost per booked estimate$229
Cost per lead
$80
Booked estimates per month
18

$4,000 a month, 50 leads, 35% of them booked.

See what we’d build for these numbers

Starts with example numbers. Change them to yours. Arithmetic only, not a promise of results.

HOW IT WORKS

Three steps. Your numbers.

  1. 01

    Enter your numbers

    Enter your monthly ad spend.

  2. 02

    Watch it recalculate

    Add the leads that spend produced.

  3. 03

    Use the answer

    Add the share of those leads that booked an estimate.

How the math works

Cost per lead

Ad spend ÷ leads. The number ad platforms show you by default.

Booked estimates

Leads × lead-to-estimate rate. Only appointments with a time on the calendar count.

Cost per booked estimate

Ad spend ÷ booked estimates. When the booking rate drops, this climbs even if cost per lead holds steady.

Example (not a benchmark)

$3,000 spend, 40 leads: $75 per lead. 30% book, so 12 booked estimates at $250 each.

KEEP GOING

Use it with these.

STRAIGHT ANSWERS

Questions we hear.

Is this what I should expect to pay?

No. It’s arithmetic on your own spend and lead counts. It tells you what you paid, not what any campaign will cost next month.

Does it include agency fees?

No, ad spend only. To see the full cost of winning a job, use the CAC calculator, which adds fees and other costs.

Why compare sources on this instead of cost per lead?

Two sources can show the same cost per lead and book at very different rates. The one that fills your calendar is the cheaper one.

How do I lower it without spending less?

Book more of the leads you already get: faster first contact, qualifying questions on the form, and a calendar homeowners can book on their own.

Numbers are the start. Let’s build the system.

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