This free cost per lead calculator goes one step further: compare what each lead source really costs per booked job, not per lead. Enter your numbers for local SEO, Google Local Services Ads and a lead platform such as Angi, Thumbtack or Checkatrade, and see cost per booked job, monthly and yearly profit, and whether you own the results.
Cost Per Lead Calculator: SEO vs Google LSA vs Lead Platforms
Compare your real cost per booked job, not per lead. Example numbers are filled in. Replace them with your own.
Local SEO
Google Local Services Ads
Lead platform (Angi, Thumbtack, Checkatrade…)
Notes: Google LSA averaged about $53 per lead across home services in a February 2026 benchmark (cited by Elevarus). Lead platforms often send the same lead to several companies, so booking rates tend to be lower. In 2022 the FTC alleged HomeAdvisor misrepresented lead quality, and the company agreed to a $7.2 million settlement (FTC). SEO leads take 3–6 months to build. Your own numbers will differ; this is an estimate.
Why Compare Cost per Booked Job Instead of Cost per Lead?
A cheap lead that rarely books costs more than an expensive lead that usually does. Cost per booked job = total monthly cost ÷ jobs actually booked. It’s the only number that shows which channel makes you money.
| Channel | How you pay | Leads shared? | You own it? |
|---|---|---|---|
| Local SEO | Monthly fee | No | Yes |
| Google Local Services Ads | Per lead (home services about $53 average, Feb 2026 benchmark*) | No | Stops when paused |
| Lead platforms | Membership and/or per lead | Often | No |
Are Lead Platform Leads Worth It?
They can fill gaps fast, but the same lead is often sent to several companies, so booking rates tend to be lower. In 2022 the FTC alleged HomeAdvisor misrepresented lead quality to service providers, and the company agreed to a $7.2 million settlement (FTC).
Which Lead Source Is Best for Contractors?
For most contractors: local SEO for long-term, lower-cost jobs, Google LSA for fast calls, and lead platforms only to fill gaps. Track every call and form by source for 90 days, then move budget to the cheapest booked jobs.
Frequently Asked Questions
Where do I find my booking rate?
Count booked jobs ÷ leads from each source over the last 1–3 months. Call tracking makes this easy.
Why does SEO show leads “after 3–6 months”?
SEO takes time to rank, so compare it on its steady-state numbers, not the first month.
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