What did an estimate that actually happened cost you?

What it computes

Each step's cost is the month's spend divided by the count that reached that step. Revenue equals jobs sold times average job value. Gross profit equals revenue times margin. What the month made equals gross profit minus ad spend and any fee. "Where the money leaves" is what you paid for the leads that dropped out at each step. Every one priced at the cost per lead. Three groups. The ones that never booked, the ones that booked and never happened, and the ones whose visit did not sell. Those three, plus the leads that became jobs, add up to the spend exactly. Pricing a lost booking at the cost per booking would count the leads that never booked twice.

Which lever first

We move each lever by a realistic step, not by the same relative amount. Five points on a rate, a tenth on a price. Everything downstream of a rate moves with it, which is what a better rate does. Five points on a 32% close rate is a bigger lift than five points on a 70% show rate. That is the ranking: which realistic move is worth the most money this month. The same relative tenth on every lever would tie. A tenth more of anything upstream of the sale is a tenth more sales.

The backward answer

To cut the cost per sold job by a fifth at today's spend, you need a quarter more jobs. Any one rate can carry that on its own by rising a quarter. The table says how many points that is from where you are. A rate already near 100% has no room to rise a quarter, and the table says so.

The only numbers filed with the FTC

Two bath franchise systems file their units' numbers with the FTC each year. Re-Bath's 2026 filing covers 122 US units in 2025. A lead cost $176 of marketing on average. They sold 9.8 jobs per 100 leads, about $1,800 of marketing per bathroom sold. Its best unit sold 46 of 100 leads, its worst 3. Five Star Bath's filing, 62 franchisees: 24 appointments per 100 leads. The page prints your numbers next to theirs. They are franchise numbers, counted their way, not the trade's. Nobody has measured in public the share of booked visits that happen. So on that line there is nothing to set yours beside. We store nothing you type here. The numbers live in the address bar and nowhere else.

How we checked the arithmetic

This page runs each example below every time it loads, and checks it against the answer worked out by hand.

What it leaves out

• Time. A visit booked this month may sell next month. If your close cycle is long, read the sold count against the visits of the month it came from.
• Non-ad leads mixed into the same counts. If referrals and repeat customers sit in "leads", every cost here looks better than it is.
• Jobs you sold and then lost, and jobs you upsold after the sale. Use the number you would put on a bank statement.
• Overheads. Gross margin is what you keep after materials and labour. The month's result here comes before rent, trucks and salaries.