The value of a lead is what your business actually earns after that lead becomes a customer — not the headline price, the close rate, or the agency quote. This calculator shows the real revenue and profit per lead, broken down by service.
Built for local service businesses that need to know what a lead is worth before they commit to a marketing budget, agency retainer or a new website. Enter your numbers below and the calculator breaks revenue, profit and commission down by service so you can plan capacity, set targets and evaluate spend in minutes — not in a spreadsheet.
| Service | Avg. Customer Value | Leads % | Profit Margin | Close Rate |
|---|
Total Revenue
£0
Total Profit
£0
Your Commission
£0
The calculator applies the same revenue model a service business uses to plan capacity, price jobs and decide which marketing channels deserve the next dollar. Nothing is hidden in a spreadsheet — every number on screen comes from the four inputs per service row: average customer value, share of incoming leads, profit margin and close rate.
Total monthly leads are split across your services using the percentages in the Leads % column. They should sum to 100. If they do not, the amber warning under the allocation bar tells you the exact gap so you can re-balance before drawing conclusions.
For each service row: leads allocated × close rate
gives the number of paying customers that service produces. Close rate is the share of
leads that turn into a signed job, not just a quote.
customers × average customer value
gives revenue per service. Multiplying by your Profit Margin (after labour,
materials and overhead) gives the gross profit. Subtract fixed costs elsewhere to get net.
If a marketing partner charges a percentage of profit (or a fixed retainer that you want to evaluate against profit), the Commission / Retainer field at the top converts total profit into the equivalent commission value. Use this to compare agency quotes against actual lead value before signing.
These are the typical setups we see when running the calculator with local service businesses in trades, professional services and clinics. Use them as a sanity check against your own numbers.
~30 leads/month, mixed job sizes
Output: typically £15k–£25k revenue, £6k–£10k profit at 7% commission ≈ £420–£700.
~15 leads/month, longer sales cycle
Output: revenue is concentrated in projects; close rate compounds with nurturing.
~25 leads/month, value-led selling
Output: depends heavily on follow-up systems; 1 extra close per month pays for most marketing.
Start with last month, not best month. Use your actual lead count and actual close rates from your CRM or job book — not the ones you remember on a good day. Optimistic inputs produce optimistic output and bad decisions.
Treat profit margin as net, not gross. Include labour, materials, fuel, sub-contractor costs and a fair share of overhead. A service that "looks" 40% profitable is often closer to 15% once you count everything.
Compare scenarios side by side. Reset the table and re-enter numbers for "what happens if we double leads" or "what happens if we lift close rate from 25% to 35%". The shape of the change is usually more useful than the absolute number.
Use it to evaluate marketing spend. If a vendor quotes a monthly fee, divide it by total profit to see what share of profit they would consume at your current lead volume. Then ask what volume they would need to deliver to make that share fall below 15%.
Most local services close between 20% and 40% of qualified leads. Emergency work sits at the top of that range because the buyer has urgency. High-ticket projects sit at the bottom because buyers compare multiple quotes. If your close rate is below 15% on warm leads, the issue is usually follow-up speed, quote clarity or reviews, not lead volume.
Take last quarter's revenue per service, subtract direct labour, materials, sub-contractor costs and a fair share of overhead (typically 10–20% of revenue). The remainder is your gross profit per service. If you cannot break it down by service, use a single company-wide margin and treat each service row as a directional estimate.
Repeat business is real revenue but it is usually cheaper to win and not driven by the same marketing inputs. Run the calculator with and without repeat revenue to see how much your acquisition channel actually has to produce on its own.
The calculator will show very low profit and commission even with strong numbers in other columns. That is a signal to look at lead quality before scaling spend. Common causes are mismatch between the search query and the landing page, slow response time, weak reviews or unclear pricing. Fix those before paying for more traffic.
There is no built-in export yet. For now, screenshot the per-service breakdown grid or copy the totals into your CRM / job book. If you need this wired into a spreadsheet or pitch deck, ask us — we can build a branded version that exports to CSV.
Built and maintained by
Perry Stevens, Blend Local Search Marketing
We use this calculator on every client engagement to set realistic lead targets before spend ramps up. It runs the same revenue model our local SEO, website and AI follow-up services are designed to feed.
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