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What does a new customer cost? acquisition cost calculator
Work out cost per lead, cost per booked estimate and cost per won job from your spend and close rates.
$
What you spend on ads per month
$
Software, agency, design
Calls + forms from marketing
%
Share of leads that book
%
Close rate on estimates
Start from:
Cost per new customer
$202
17.3 customers from $3,500
Cost per lead$50
Cost per booked estimate$111
Booked estimates31.5
- 01Enter spend and other marketing costs
- 02Enter leads and your booking and close rates
- 03Compare cost per customer with what a customer is worth
Show your work
Formulas and assumptions
Formulas
- Cost per lead = (ad spend + other costs) ÷ leads
- Cost per booked estimate = total ÷ (leads × book%)
- Cost per customer = total ÷ (leads × book% × win%)
Assumptions
- All leads in the month came from the spend entered.
- Rates are averages; mix of emergency and planned work changes them.
Cost per lead is the wrong scoreboard
Cheap leads that never book are expensive. The number that matters is cost per won job — compare it with the job's gross profit and the customer's lifetime value.
Now put an ad behind the numbers.
Homivas writes the ad, makes the creative and tracks each inquiry from first click to won job.
Self-serve · No sales calls · Cancel anytime