Marketing calculator
Customer Acquisition Cost Calculator
Full funnel: ad spend → lead → appointment → booked job. See true CAC, ROAS, and break-even CAC.
How the formula works
- Clicks = Monthly ad spend ÷ Average CPC
- Leads = Clicks × Landing CVR (or spend ÷ known CPL)
- Appointments = Leads × Lead → appointment rate
- Shows = Appointments × Show rate
- Customers = Shows × Close rate
- CAC = Monthly ad spend ÷ Customers
True CAC adds agency fees and sales labor: (Ad spend + fees) ÷ Customers. Break-even CAC ≈ Average job value × Gross margin.
Frequently asked questions
What is customer acquisition cost (CAC) for contractors?
CAC is total marketing spend divided by new paying customers in a period. For home services, include funnel drop-off from lead → appointment → show → closed job.
What is a healthy CAC for home service businesses?
Break-even CAC ≈ average job value × gross margin. At a $900 job and 42% margin, that is about $378 per customer on a single visit.
What ROAS should contractors target?
Break-even revenue ROAS is about 1 ÷ gross margin (42% margin ≈ 2.4×). Sustained growth campaigns often aim higher once the funnel is proven.
Can I use known CPL instead of CPC?
Yes - toggle "I know my cost per lead" if you track CPL in call tracking or your CRM but don't have clean CPC/CVR split.
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