Lead Value Calculator for Trades and Contractors.
This free calculator shows how much each lead is worth and how to increase your ROI using smart marketing.
If you’re a plumber, electrician, roofer, landscaper, or any UK or US-based tradesperson, understanding the value of your leads is critical to growing your business profitably. This lead value calculator shows how much each job is really worth based on your margins, conversion rate, and monthly marketing spend. It’s designed for service businesses and trade contractors looking to make their marketing more efficient and profitable.
How The Lead Value Calculator Works.
Just plug in the numbers:
Your average job value
How many leads you get a month
Your conversion rate
Your current marketing spend
You’ll get clear, easy-to-read metrics that show:
The true value of each lead
Your return on ad spend
Revenue potential at your current conversion rate
You can toggle between the UK and US currencies too.
Marketing Lead Value Calculator
Your Results
See how your results compare to other businesses like yours.
Give us a few quick details and we’ll show you how your figures stack up against other trade businesses in your industry.
By submitting this form, you agree to be contacted by email so we can share how your results compare to others in your industry, along with occasional tips, updates, or marketing emails from NPDG. You may opt out at any time.
Know your numbers. Scale your business.
Most trade businesses don’t know what a single lead is actually worth to them.
That’s why they either overspend on marketing or hesitate to invest at all.
Our free Lead Value Calculator changes that in under a minute.
Whether you're a roofer in Essex or a kitchen fitter in Florida, this tool shows you how much profit you can expect from each enquiry, and what return you're really getting on your marketing spend.
“I nearly shut down my Facebook campaign last year. Turns out each lead was worth £380. I just didn’t know how to work it out before.”
— Andy, fencing contractor, Southampton
What Impacts Your Lead Value.
Average Job Value
Your average job size sets the ceiling on how much you can afford to pay for a lead. Higher-value services like roofing, kitchens or extensions naturally allow a higher cost per lead while still keeping ROI strong.
We’ve seen trades with £5k+ average job sizes make paid ads wildly profitable with the right targeting.
In contrast, lower-ticket services need razor-sharp conversion tracking to stay profitable. Knowing your numbers here is the first step.
Conversion Rate
If 1 in 10 leads turn into a job, your lead value is capped. If 1 in 3 convert into clients, you triple your returns overnight, without changing your ad spend.
This is where your website, trust signals, and follow-up processes matter. We help boost conversion rates through better landing pages, mobile-first design, and automated follow-ups. You can learn more about our Website Optimisation here.
A 5% improvement in conversion rate can mean thousands back in your pocket each month.
Profit Per Job
Turnover is vanity, but profit is what powers your growth. You might bring in £10k a week, but if your margins are tight, there’s no room to reinvest in marketing or staff.
We help clients understand true profit by factoring in labour, materials, fuel and time, not just revenue.
This helps us build campaigns that are profitable from day one, not just “busy”.
How we Increase Lead Value for Our Trade Clients.
We tailor every campaign to your trade and local service area
We optimise for job value, not just clicks
Landing pages built to convert, not just look good
Advanced keyword targeting, including local modifiers and buyer intent
We track every call, form, and click
We block time-wasters using negative keywords and filters
Ongoing reviews and performance improvement
Your ROI is the only metric that matters
Our Clients Results.
Small Call to Action Headline
A landscaper in Portsmouth was spending £600/month on Meta Ads. He thought it was a waste. Turns out his average lead was worth £1,080.
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A Florida pool company wasn't tracking lead value. They had a 15 percent close rate on $12,000 installs and were only spending $400/month. That’s a 4.5x ROI they didn’t even realise they had.
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An HVAC business in Bristol used this tool and booked a call with us the same day. We rebuilt their funnel and helped them increase their close rate by 11 percent.
STILL NOT SURE?
FAQs About Our Lead Value Calculator.
What is a marketing lead value calculator, and how does it help trade businesses?
A “good” lead value depends on your average job size, marketing spend, and how efficiently you convert leads into paying clients. In our experience, most trade businesses see lead values between £45 and £120, but we’ve worked with electricians and roofers with values as high as £300 per enquiry due to high-ticket work.
To find your number, use our free Lead Value Calculator then compare with our Marketing ROI Calculator to see if your current campaigns are profitable.
How do I calculate ROI from my Google or Facebook ads?
Marketing ROI is the single most important metric for your business and it’s often misunderstood. You need to know:
Monthly ad spend
Number of leads generated
Conversion rate to job
Average profit per job
Our Marketing ROI Calculator walks you through these inputs step-by-step.
What’s the best way to improve lead value in a service-based business?
The easiest way to improve your lead value is to raise your average job price or increase your conversion rate. This doesn’t mean overcharging, it means increasing perceived value, bundling services, and following up with leads more effectively.
By using a tool like our Lead Value Calculator for Service Businesses, you can simulate different pricing or conversion scenarios and see how small changes dramatically impact ROI.
Is a lead value calculator useful for small trade businesses?
Absolutely. In fact, small or solo trade businesses benefit the most from understanding lead value. When every enquiry counts, knowing exactly how much each lead is worth helps you avoid wasting budget and make smarter marketing decisions.
Whether you're a one-man plumber or a small landscaping team, our Lead Value Calculator for Trades shows how much profit your leads could generate based on real-world figures, not guesswork.
How can I get more leads without increasing my ad spend?
Here’s how to generate more leads from the same monthly budget:
Improve your website’s conversion rate
Set up automated Lead Nurturing
Add lead capture forms earlier in the customer journey
Use Social Media Post Templates to stay top-of-mind
Recently we helped a carpenter double his monthly enquiries by updating his website and adding trust signals. No increase in spend. You can read more about his transformation here.
Where can I see proof this works for other trades?
You can visit our Testimonials Page to hear from plumbers, roofers, landscapers and more.
These are businesses we’ve helped scale using:
SEO
Website builds
Paid ads
Professional Videograpy
Automated Lead nurturing
What should every trade business homepage include to increase enquiries?
Your homepage isn’t just a digital brochure. It's a sales tool, and in our view, it should instantly do three things: make it clear what you offer, show why someone should trust you, and make it effortless to get in touch.
We’ve rebuilt homepages for dozens of trades, from builders to HVAC engineers, and the biggest missed opportunity is always the same — no clear reason to take action. We fix that with trust badges, testimonial carousels, mobile-first call buttons, and CTAs like the ones in our Website CTA Templates.
If you're building from scratch, grab our Trades Website Essentials Checklist or ask about our full Website Design & Hosting service.
How long does it take to see results from SEO for a trade business?
This is a question we get weekly, and the honest answer is: it depends on how competitive your trade and area are. But generally, you can start seeing organic traffic results in 6 to 12 weeks, especially with local SEO done right.
For example, we helped a small fencing company in Hampshire go from zero rankings to page one for “garden fencing installer Fareham” in just under a 4 weeks! purely from location-based optimisation, and an SEO-friendly website structure.
Our Search Engine Optimisation for Trades service is built specifically for local service businesses. If you're unsure where to begin, schedule a no obligations call with us to discuss it more.
What’s the best way to follow up with leads who don’t respond?
You'd be surprised how many trade businesses lose 4–5 figures a month from poor or forgotten follow-up. One of our clients, a kitchen fitter, had 41 unclosed leads sitting idle. We installed an automated sequence and he converted 11 of them in two weeks.
The best approach is personalised and timely. A short reminder text, a link to your testimonials, and a friendly check-in email 48–72 hours after initial contact can do wonders.
We’ve packaged this into our Automated Lead Nurturing system. It runs in the background while you're on site, helping you close the jobs you’ve already paid to attract.
What should a one-man trade business include in their marketing plan?
If you're running the business, quoting the work, and doing the job, your marketing plan needs to be lean. We suggest one core channel for lead gen, one visibility channel (often Google Business or Facebook), and one goal, whether it’s more enquiries, better jobs, or higher-paying clients.
We helped a solo roofer go from £4k to £16k/month using just a three-step process: a simplified website, targeted Meta ads, and a retargeting funnel.
Our Marketing Plan Templates include variations for solo trades vs larger crews. Or you can request a completely personalised roadmap via our Free Audit Request Page.
Let us show you how to turn those stats into booked jobs.
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