Start with LocaliQ's 2025 general-contractor benchmarks: $5.31 per click and $165.67 per lead. The 3.2052% inquiry rate below is calculated to reproduce that lead cost; it is a worksheet input, not the study's measured conversion rate. At an assumed 10% lead-to-finished-job rate, media costs about $1,657 per job. Replace these inputs with your own. The chosen $2,700 total allowance comes from $60,000 revenue × 30% gross margin × 15% marketing and sales allowance.
Fees and handling start at $0 so the first calculation isolates media. Enter your selected fees before making a spending decision. Fractional modeled jobs are long-run planning averages, not sales. Compare actual costs only after following the same lead group through its construction and payment stages.