From click to sold job: where the month goes.

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. "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 fifth more jobs. The table says what each rate would have to reach on its own, with the others held where they are. The one with the smallest move is the one to work on. It is often not the one your agency talks about.

There is no benchmark on this page

Deliberately. Nobody publishes cost data for this trade; Meta's ad library shows what is running and never what it cost. Nobody has measured in public the share of booked visits that happen. Any page that hands you a benchmark for these numbers is guessing. This one would rather print your arithmetic than somebody's estimate. We store nothing you type here. The numbers live in the address bar and nowhere else.

Worked examples, checked on the page

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, or use the attribution window to see what the platform is even seeing.
• 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 materials and labour; the month's result here is before rent, trucks and salaries.