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Lead value calculator: what’s one lead worth to you?

Before you judge what a lead costs, know what it’s worth. Enter your numbers and see the revenue and gross profit behind every lead that comes in.

By the BlueSmith team · Updated

At a glance

You enter
  • Average project value
  • Gross margin
  • Leads that become booked estimates
  • Estimates you close
You get
  • Each lead is worth (revenue)
  • Gross profit per lead
  • Leads per signed job
How the math works
  • Revenue per lead
  • Gross profit per lead
  • Leads per signed job
  • Example (not a benchmark)
What it costs
Free. No signup, no email. Arithmetic on your own numbers, not a promise of results.
35%
35%
30%

Each lead is worth (revenue): $2,625

Each lead is worth (revenue)$2,625
Gross profit per lead
$919
Leads per signed job
9.5

$25,000 project, 35% margin, 35% of leads booked, 30% of estimates closed.

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 average project value and gross margin.

  2. 02

    Watch it recalculate

    Add the share of leads that become booked estimates.

  3. 03

    Use the answer

    Add the share of estimates you close.

How the math works

Revenue per lead

Project value × lead-to-estimate rate × close rate. On average, that’s the revenue each new lead brings in.

Gross profit per lead

Revenue per lead × gross margin. This is the number to hold up against what you pay per lead.

Leads per signed job

1 ÷ (lead-to-estimate rate × close rate). It tells you how many leads you need for each job you sign.

Example (not a benchmark)

$15,000 project, 40% of leads book, 30% of estimates close: $1,800 revenue per lead. At a 30% margin, $540 gross profit per lead. About 8.3 leads per signed job.

KEEP GOING

Use it with these.

STRAIGHT ANSWERS

Questions we hear.

Is this a promise of results?

No. It’s an average built from your inputs. Real leads vary, and any single month can land well above or below it.

Why does lead value matter more than cost per lead?

Cost only means something next to value. In the example above, a $150 lead worth $540 in gross profit is a better deal than a $40 lead from a source that rarely books.

How do I raise the value of a lead?

Book more of them and close more estimates. Faster response, better qualifying, and steady follow-up raise both rates without touching your ads.

What if my numbers are rough guesses?

Use them anyway, then track for a couple of months and rerun it. A rough number you check beats no number at all.

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

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