Free tool
Marketing budget calculator
Work backward from your revenue goal to a monthly budget, the number of leads you need and the most you can afford to pay for each one.
Your results
- Monthly marketing budget
- $5,000
- Yearly budget
- $60,000
- Jobs needed
- 100
- Leads needed per month
- 28
- Most you can pay per lead
- $180
- Marketing cost per job won
- $600
To reach $1,200,000, you need about 28 leads a month. At $5,000 a month, each lead can cost up to $180 on average.
How it works
The math behind it
- Jobs needed = revenue goal ÷ average job value.
- Leads needed = jobs needed ÷ close rate.
- Budget = revenue goal × share for marketing.
- Most you can pay per lead = budget ÷ leads needed.
- Cost per job won = budget ÷ jobs needed.
Compare the cost per lead with what you actually pay today in each channel. If a channel brings leads in under that number and they close at your usual rate, it is earning its keep. Read the full guide: How much should a contractor spend on marketing?
Questions
Using the calculator
Where do I find my close rate?
Count the estimates you gave over the last few months and how many turned into signed jobs. If you do not track it, start now. A rough number is still better than a guess.
What percentage of revenue should I use?
There is no single right answer. Companies trying to grow into new areas or services usually spend more than companies holding steady. Start with what you are comfortable with and check whether the cost per lead it allows is realistic for your market.
What if my cost per lead is higher than the calculator allows?
Then something has to change: your website’s conversion rate, how fast you follow up, which channels you use, your close rate, or the budget itself. The free audit helps pinpoint which one.
Does this include my website?
The calculator treats the budget as your total yearly marketing spend. Many contractors count a website build separately, as a one-time investment, and use the calculator for ongoing marketing.
Free marketing audit
Find out what is costing you jobs.
Our free marketing audit looks at your website, Google profile, reviews and the competitors outranking you, then gives you a short list of what to fix first.