Monthly budget to cost per booked job
$1,200
Monthly media budget
$60
Planning cost per lead
20
Raw leads
5
Booked jobs at a 25% close rate
$240
Media cost per booked job
leads = budget / CPL
booked jobs = leads x close rate
cost per booked job = CPL / close rate
$800 gross profit per job
x 25% close rate
x 30% acquisition allowance
= $60 maximum affordable cost per lead
Arithmetic illustration, not a market benchmark.