Home Service Google Ads Budget & Lead Cost Worksheet

A free worksheet for HVAC, roofing, plumbing and other home service owners. Enter your own numbers to estimate what a lead can cost before you lose money, how many leads you need, and what a monthly Google Ads budget could look like. No sign-up, nothing is saved or sent.

Your numbers

Average job value ($)

Profit margin on a job (%)

Leads that turn into booked jobs (%)

Booked jobs you want per month

Cost per lead you expect to pay ($)

What it means (estimates)

Break-even cost per lead: -
Leads needed per month: -
Monthly ad budget at your expected cost per lead: -
Estimated profit after ad spend: -

How to read this

Break-even cost per lead is job value times profit margin times the share of leads that book. Spend more than that per lead and each lead loses money on average. Leads needed is your booked-job goal divided by that booking rate. Budget multiplies leads needed by the cost per lead you expect. These are estimates from your own inputs, not predictions of what Google Ads will cost in your market.

Not sure what your booking rate is? Count the last 20 leads and how many became booked jobs. Our guides on cost per lead and call tracking help you check your numbers. Pricing questions? See what Google Ads management costs.

See what is leaking in your account

Start with the free Google Ads audit. It looks at tracking, search terms and wasted spend and sends back the highest-leverage fixes first.

Feel free to link to this worksheet if it helps your members or readers.