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The lead cost a campaign must beat: break-even lead cost calculator
From job profit and close rates, find the highest cost per lead that still makes money.
$
Revenue per won job
%
After direct job costs
%
Lead → estimate
%
Estimate → job
%
Share of gross profit not spent on leads
Break-even cost per lead
$101
Above this, each lead loses money
Target cost per lead$50.63
Gross profit per job$405
Leads per won job4
- 01Enter job value and gross margin
- 02Enter booking and close rates
- 03Set how much profit you want to keep
Show your work
Formulas and assumptions
Formulas
- Break-even CPL = job value × margin% × book% × win%
- Target CPL = break-even × (1 − keep%)
Assumptions
- Ignores lifetime value — use the LTV calculator for recurring trades.
The number a campaign has to beat
Above break-even, every lead loses money even if the phone rings all day. Set your target cost per lead from your own unit economics, not from an industry average.
Now put an ad behind the numbers.
Homivas writes the ad, makes the creative and tracks each inquiry from first click to won job.
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