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Which lead sources leave more money in your business?

Compare what each lead source brings in and what it costs to deliver the work. Enter your actual spend, completed jobs, revenue and direct costs to see contribution after marketing, cost per lead and cost per completed job.

By BaaDigi · Updated · Free, no email required

Runs in your browser. No account or automatic saving. Download before leaving. This tool does not send your entries to a calculation or AI service; the site uses analytics.

Built by BaaDigi, the contractor marketing team behind the client projects in our portfolio.

Use the same lead acquisition dates and follow-up cutoff for every source. Count each lead and completed job once. Include labor, materials, subcontractors and other direct job costs. Enter 0 explicitly where appropriate. All money is USD.

Source 1
Source 2

How do you compare the profitability of contractor lead sources?

For each source, subtract direct job costs and total marketing cost from the revenue earned by the same group of leads. Compare the contribution left over alongside cost per completed job. This tool uses your actual inputs; it does not estimate missing costs or future revenue.

Which formulas does this calculator use?

Marketing cost = ad or lead spend + allocated fees. All-in cost per lead = marketing cost ÷ unique leads. Cost per completed job = marketing cost ÷ completed jobs. Contribution after marketing = revenue − direct job costs − marketing cost. Contribution margin = contribution ÷ revenue × 100. A zero denominator returns N/A.

Is contribution after marketing the same as net profit?

No. Contribution is the amount available to cover overhead, taxes, financing and profit. Include labor, materials and other direct job costs once. Allocate shared marketing fees consistently across sources, without counting the same fee twice.

How should I choose the reporting period?

Use leads acquired during the same dates, then follow their outcomes through the same cutoff date. Longer sales cycles need more time. Do not combine this month’s spending with revenue from unrelated older leads. Count one completed first job per lead; this comparison does not model lifetime value.

Will a cheaper lead source always perform better?

No. Lower lead cost can still leave less contribution when close rates, project values or delivery costs differ. Review total contribution, cost per completed job and lead volume together. Attribution and small samples can limit the conclusions.