Focus on outcomes, not vanity metrics. The goal: more booked jobs at lower cost.
At a Glance
- Primary KPI: Cost per booked job (spend ÷ booked jobs) — not CPL alone
- Review cadence: Weekly, 15–20 minutes — use Weekly Metrics Checklist
- Minimum stack: Leads by source, CPL, close rate, response time, review velocity
- Tools on this site: Simulator below · ROI calculators · Scorecard
- Red flag: Any paid source with CPL up 20%+ week-over-week without more bookings
Core Metrics to Track Weekly
| Metric | Why It Matters | Target (Typical) | How to Measure |
|---|---|---|---|
| Leads by Source | See what channels actually deliver | — | CRM or spreadsheet by source |
| Cost Per Lead (CPL) | Basic efficiency | $15–$80 (varies by trade) | Spend ÷ Leads |
| Cost Per Booked Job | The only metric that matters | <$100–$250 by trade | Spend ÷ Booked Jobs |
| Lead Response Time | <5 min = 3–10x higher close rate | <5 minutes on paid | Timestamps in CRM |
| Close Rate by Source | Quality vs quantity | 20–40%+ | Booked ÷ Leads per source |
| Review Velocity | Fuels GBP + SEO + trust | 3–5 per week | New reviews / week |
| Revenue Per Lead | True value of a lead | $200–$500+ | Total revenue ÷ Leads |
Pro tip: Use a simple Google Sheet or Jobber/ServiceTitan export. Review every Sunday.
Trade-Specific Baselines
Use these as starting targets — your market and ticket size will shift them. Deep dives in each playbook.
| Trade | Typical LSA CPL | Cost per booked (paid) | Close rate note | Playbook |
|---|---|---|---|---|
| Plumber | $25–$55 | $80–$140 residential | Emergency leads close faster | Plumbers |
| HVAC | $30–$65 | $72–$150 blended | Tune-ups need nurture vs no-heat emergency | HVAC |
| Roofer | $40–$80+ | $100–$250 per inspection | Retail 1–3 week cycle; insurance longer | Roofing |
| Electrician | $25–$50 | $90–$180 | High-ticket upgrades need dedicated landing pages | Electrical |
| Landscaper | $30–$70 (Meta common) | $50–$120 per estimate | Recurring contracts change LTV math | Landscaping |
| Pest control | $30–$70 (LSA varies) | $75–$160 per treatment | Contract attach rate drives LTV | Pest control |
Case study proof: Plumber ~$45 · HVAC ~$72 · Roofing ~$118 · Electrical ~$86 · Landscaping ~$68/estimate · Pest control ~$94
Red Flags (Fix This Week)
- CPL up 20%+ week-over-week on any paid channel without more bookings — check landing page, response time, or lead quality disputes (LSA)
- Median response time over 5 minutes on LSA or Google Ads leads
- Close rate under 15% on a source for two consecutive weeks — qualify harder or pause spend
- Zero new Google reviews for two weeks — restart post-job SMS from Templates
- “New lead” CRM rows older than 24 hours — see Speed-to-Lead
Simple Dashboard Simulator
Enter your numbers below to see your current metrics and opportunities.
Weekly Review Ritual (5 minutes)
- Pull last 7 days numbers.
- Calculate CPL and Cost-per-booked for each source.
- Ask: “What worked? What to double? What to kill?”
- Update one process (e.g. faster texting templates).
Tools that make this easy:
- CallRail or Google Voice for tracking
- Jobber / ServiceTitan / HouseCall Pro (built-in reporting)
- Printable weekly metrics checklist
See the ROI & Dashboards page for advanced simulators, the Scorecard to diagnose your current gaps, and the Ultimate Guide for the full measurement + channel roadmap.