Re-Bath filed its own numbers for 122 units. A lead cost $176 on average. About 9.8 of every 100 leads became a sold job. That puts a sold job at $1,796 in ads. The best unit pays $386. The worst pays $6,519.
You pay for every lead, whether or not it becomes a job. Bath remodelers in the Re-Bath system paid $176 for a lead last year, on average. About 9.8 of every 100 leads became a sold job. Divide one by the other and a sold job costs $1,796 in ads.
That is the average. The filed range is wider than most owners expect. One unit sold 45.6 percent of its leads. Another sold 2.7 percent. At $176 a lead, the first pays $386 for a sold job. The second pays $6,519.
| Conversion, leads to sold jobs | Cost per sold job at $176 a lead |
|---|---|
| Best unit, 45.6 percent | $386 |
| Average unit, 9.8 percent | $1,796 |
| Worst unit, 2.7 percent | $6,519 |
Seventeen times, inside one brand.
Re-Bath filed the leads, the cost per lead and the conversion rates in its 2026 franchise filing, Item 19. It covers 122 units and a full year. The cost per sold job is division on those, and anybody can check it.
Same product. Same price list. Same brand. Same training. Same national advertising. The units with the cheap sold jobs are not selling a better bathroom.
The gap is what happens between the click and the signed job. Who answers. How fast. Whether anyone books an estimate. Whether the estimate happens. What your estimator does at the kitchen table.
Most owners watch the top of that chain. Cost per lead is the number on the dashboard, so that is the number everyone argues about. The same filing puts cost per lead between $5 and $889. That is a wide range too. It is not the range that decides the year.
Take the average unit. It gets 2,030 leads a year and sells 9.8 percent of them. That is 199 jobs.
Now move conversion to 12 percent. That is a move of 2.2 points, and the filed best is 45.6 percent.
2,030 leads at 12 percent is 244 jobs. That is 45 more jobs than before.
The filing implies a job worth $18,091. So 45 jobs is $814,000 of revenue. At the filed gross margin of 53.5 percent, that is $435,000 of gross profit.
No extra media. No new market. The same leads, sold better.
What a sold job costs you in ads, on your own numbers
Painter1 is another trade and a smaller system, 46 outlets. It files one thing almost nobody else does. It files how many estimates given become sold jobs.
The average outlet closes 41 percent. The best closes 76 percent. The worst closes 14 percent. One outlet gave estimates all year and sold none.
Same brand. Same paint.
That number matters to you because it is the closest public figure to what happens at the kitchen table. It has the same shape as Re-Bath's: a wide spread inside one brand, on the same product, among units that have been open for years.
Read every one of these filings and the same number is missing.
Of the estimates you booked, how many actually happened?
Re-Bath files leads and sold jobs. Painter1 files estimates given and estimates sold. Not one of them counts the appointments you booked that never happened.
That gap sits between the money you spend and the money you earn. A booked estimate that never happens is a lead you paid full price for and threw away. In a business whose product is an appointment, it is the number that decides the year.
Almost no owner can answer it. The dashboard counts the booking as a win and stops watching.
You may not be in a franchise. These filings are still the only public figures on what a bath job costs to buy, so they are your benchmark either way.
Three numbers, and you have two of them already.
If you are in a franchise, Item 19 of your own filing has the table. Your line is in it. Most owners have never looked.
Your market, your crew and your starting point are different from every unit in that table. Your numbers will not match theirs.
The arithmetic is the same everywhere. Cost per lead divided by conversion is what a sold job costs you, in any market and any brand.
Work out one number and write it on a card: what a sold job costs you in ads.
Last year's marketing spend, divided by leads, divided by the share of leads that sold. If you are in a franchise, Item 19 of your own filing has both halves already.
Put that card where you see it. It tells you which half of your problem is real. A number near $386 means your leads are the constraint and you should buy more of them. A number near $6,519 means more leads will not help you, and the money is in what happens after the click.
From franchise disclosure filings for 2026. Re-Bath's covers 122 units, Painter1's covers 46 outlets. Franchisors have to publish these, and every franchisee already owns the document. The filing prints numbers like $176 a lead and 9.8 percent. Numbers like $1,796 a sold job are division you can check.
Yes, as a benchmark. No independent publishes what a bath job costs to buy, so these filings are the only public figures in the trade. Your cost per lead and your conversion work the same way. Put your own two numbers in and you will know which end of that table you sit at.
Maybe not. Cost per lead is half the sum. A unit at $100 a lead that sells 4 percent pays $2,500 for a sold job. A unit at $250 a lead that sells 20 percent pays $1,250. The cheaper leads lose. That is why the filing's $5 to $889 spread matters less than the 2.7 to 45.6 percent one.
A unit reported it and the filing prints it. One year at one unit is not a target for you. Treat the median of 9.8 percent as the middle of the trade and the spread as the size of the prize. Two points is worth $435,000 of gross profit to the average unit.
The steps between a click and a signed job, in order. Whether the ad lands on a page that books a real time. Whether anyone reminds the customer. Whether the estimate happens. We count that last one for you, then buy ads on the appointments that happened instead of the clicks that did not.
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