Lead cost calculator

Compare your lead sources by what really matters: the cost of each booked move and what comes back for every dollar you spend.

Spend per month	Booking rate	Average job
$	%	$
$	%	$
$	%	$

What each source really costs

Source	Cost per lead	Booked moves	Cost per booked move	Revenue	Return per $1

Revenue is booked moves times your average job. It is before crew and truck costs.

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How to use it

1Type the name of each lead source you pay for, up to three. The examples are only placeholders, so replace every number with yours.
2Enter what you spend on it each month, how many leads it sends and how many of those book (your booking rate).
3Enter your average job value. Use the real average from last season if you can.
4Look at cost per booked move and return per $1, not cost per lead. Cheap leads that never book are the most expensive kind.
5To raise your booking rate on every source, answer faster. See the leads guide.

Want the full picture? Read how to get moving leads: the complete guide for movers.

Questions, answered

What is a good cost per lead for movers?

Cost per lead on its own tells you little. A lead that costs more but books twice as often can be the better deal. Compare sources by cost per booked move and return per dollar.

What is a booking rate?

The share of leads that turn into booked jobs. If 30 people ask for a quote and 9 book, your booking rate is 30%.

How can I book more of the leads I already get?

Reply in minutes, not hours. Text back missed calls straight away, send a clear price range, and follow up with people who did not decide. Speed matters most with shared leads, where several movers get the same customer.

Should I count my website as a lead source?

Yes. Count what you pay for it each month, including hosting and any marketing help, and the leads it brings in. Track it like any other source.