Momentum
Free Tool

Marketing Metrics Calculator

Find your cost per lead, cost to acquire a customer, what you can afford to spend, and what a budget should return.

What is inside

  • Gross profit, LTV, and lifetime gross profit per customer
  • Cost per lead, cost per appointment, and CAC
  • What you can afford to pay at your target LTV:CAC
  • A spend projection with ROAS, profit, and lifetime profit

Built for local service businesses. Work from the ground up to find your cost per lead, your cost to acquire a customer, what you can afford to spend, and what a given budget should produce. Change any number and everything updates.

01What a customer is worth to you

Everything below is built on this. If you do not know your margin, estimate it.

Average customer value
Your average order value, what someone spends on their first purchase, on average.
$
Gross margin
The percentage you keep after the direct cost of doing the work.
%
Lifetime jobs per customer
The number of times you work with an average customer over their lifetime with your business, including repeat work and referrals.
Gross profit / customer
$799
Lifetime value (LTV)
$2,997
Lifetime gross profit (LTGP)
$2,398

02The cost story

Enter three numbers and watch the cost travel down the chain, from a single lead all the way to a paying customer.

Cost per lead
What you currently pay to get one lead (one call or form fill).
$
Booking rate
Of the leads you get, how many turn into a booked appointment, on average.
%
Close rate
Of your booked appointments, how many become paying customers, on average.
%
1
You pay $50.00 for one lead.
A lead is anyone who calls or fills out a form. This is the only cost you enter.
$50.00
per lead
2
About 1 in 3 leads books an appointment (33%).
So it takes roughly 3 leads to land one booked appointment.
$151.52
per appointment
3
About 1 in 2 appointments turns into a paying job (60%).
Stack both steps and it takes roughly 5 leads, or 2 appointments, to win one customer.
$252.53
per customer (CAC)
4
On the first job a customer is worth $999, and you keep $799.
You spend $253 to win them. You profit on the very first job.
3.2 : 1
first job : cost
5
Over their lifetime they come back about 3× and are worth $2,398 in profit.
That is a healthy 9.5:1 return (LTV:CAC). You recoup your CAC on the first job.
9.5 : 1
LTV : CAC

03What you can afford to spend

This counts the full lifetime value of a customer, not just the first job. The ceiling is the most you can pay and still come out ahead over the whole relationship.

Target LTV:CAC
For every $1 you spend to win a customer, how many dollars of lifetime gross profit you want back. 3 is the common healthy benchmark.
x
Most you can payBreakeven (lifetime ceiling)Target (your LTV:CAC)
Per lead$474.72$94.94
Per booked appointment$1,438.56$287.71
Per customer$2,397.60$479.52
Compare these to your real costs in Step 2. Paying near the ceiling means you lose money on the first job and earn it back over time, so keep enough cash to float the gap. With lifetime jobs set to 1, these match your first-job numbers. Raise it in Step 1 to see how repeat work expands what you can afford.

04Project a spend

If you spend this much a month, at your current cost per lead, here is roughly what you should get.

Monthly ad budget
What you plan to spend on ads in a month.
$
Leads
100
Booked appointments
33
New customers
19.8
Revenue
$19,780
first purchase
Lifetime revenue
$59,341
incl. repeat work
ROAS
3.96x
first-purchase revenue per $1
Lifetime ROAS
11.87x
lifetime revenue per $1
Profit after ad spend
$10,824
+216% ROI
Lifetime profit
$42,472
+849% ROI
Want these numbers tracked and improved for you? growwithmomentum.coMomentum Marketing

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