Brandon Boushy SEO & Marketing LLC

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How To Use This Marketing ROI Calculator

To use this marketing ROI calculator:

1. Select one of the industry benchmarks
   • HVAC
   • Cleaning
   • Plumbing
   • Pressure Washing
   • Electrical
   • Landscaping
   • Roofing
   • Remodeling
   • Tree Trimming
   • Painting
   • Garage Door Repair
   • Pest Control
2. Adjust values based on your home service business results.
3. View the projections.
4. Review the charts. Ideally both gross revenue and gross profit should be higher than ad spend.
5. Download the PDF or embed the calculator onto your own website.

How To Embed The Marketing ROI Calculator On Your Own Site

To embed this marketing ROI calculator on your own site:

1. Click “Embed Calculator”
2. Copy the i-frame embed code.
3. Go to your website builder and select the page you want to add it to.
4. Select custom html or add i-frame depending on your website builder.

Enjoy!

Detailed Median Benchmarks

Here is the data presented as a list, derived from calculating the median of the ranges previously provided or found in the most recent search.

HVAC Company:

• Median Monthly Ad Spend: $1,620 (based on Air Conditioning Services search ad benchmarks)
• Median Estimated Cost Per Lead: $149 (average non-branded search)
• Median Close Rate: 5% (midpoint of 3–7% site conversion range)
• Median Average Job Value: N/A (Highly variable based on repair vs. replace)
• Median Gross Profit Margin: N/A

Cleaning Business (Residential & Commercial):

• Median Monthly Ad Spend: ~$500
• Median Estimated Cost Per Lead: $64
• Median Close Rate: N/A
• Median Average Job Value: $275 (midpoint of $150–$400 commercial range)
• Median Gross Profit Margin: 60% (midpoint of 50–70% range for cleaning services)

Plumbing Business:

• Median Monthly Ad Spend: $2,500 (based on search ad benchmarks)
• Median Estimated Cost Per Lead: $167 (average non-branded search)
• Median Close Rate: 14% (midpoint of 12–16% site conversion rate)
• Median Average Job Value: $287.50 (midpoint of $175–$400 range)
• Median Gross Profit Margin: 45% (midpoint of 35–55% estimated gross range)

Pressure Washing Business:

• Median Monthly Ad Spend: N/A
• Median Estimated Cost Per Lead: $45 (midpoint of $30–$60 range)
• Median Close Rate: 70% (midpoint of 60–80% target rate)
• Median Average Job Value: $600 (midpoint of $400–$800 range)
• Median Gross Profit Margin: 60% (midpoint of 50–70% range for pressure washing)

Electrical Contractor:

• Median Monthly Ad Spend: N/A
• Median Estimated Cost Per Lead: N/A
• Median Close Rate: 35% (midpoint of 30–40% target win rate)
• Median Average Job Value: N/A
• Median Gross Profit Margin: N/A

Landscaper:

• Median Monthly Ad Spend: $1,500
• Median Estimated Cost Per Lead: $234 (midpoint of $125–$343 standard paid search range)
• Median Close Rate: 40% (midpoint of 30–50% range)
• Median Average Job Value: $3,500
• Median Gross Profit Margin: 50% (midpoint of 40–60% range for lawn care/landscaping)

Roofer:

• Median Monthly Ad Spend: $1,875 (based on search ad benchmarks for Roofing & Gutters)
• Median Estimated Cost Per Lead: $176 (midpoint of $124–$228 standard paid search range)
• Median Close Rate: 5% (midpoint of 3–7% site conversion rate)
• Median Average Job Value: $5,500 (midpoint of $3,000–$8,000 range)
• Median Gross Profit Margin: 42.5% (midpoint of 35–50% estimated gross range)

Remodeling Business:

• Median Monthly Ad Spend: N/A
• Median Estimated Cost Per Lead: $350 (midpoint of $250–$450 range)
• Median Close Rate: 5% (midpoint of 3–7% site conversion rate)
• Median Average Job Value: $20,000+
• Median Gross Profit Margin: N/A

Tree Trimming Company:

• Median Monthly Ad Spend: $1,350
• Median Estimated Cost Per Lead: $45
• Median Close Rate: 30%
• Median Average Job Value: $850
• Median Gross Profit Margin: N/A

Painter:

• Median Monthly Ad Spend: N/A
• Median Estimated Cost Per Lead: $90 (midpoint of $55–$125 range)
• Median Close Rate: N/A
• Median Average Job Value: $890.50 (midpoint of $411–$1,370 range)
• Median Gross Profit Margin: 47.5% (midpoint of 40–55% estimated gross range)

Garage Door Repair Business:

• Median Monthly Ad Spend: $3,250 (midpoint of $1,500–$5,000+ range)
• Median Estimated Cost Per Lead: $103.50 (midpoint of $34–$173 range)
• Median Close Rate: 30% (midpoint of 25–35% range)
• Median Average Job Value: $1,000 (midpoint of $600–$1,400 range)
• Median Gross Profit Margin: 45% (midpoint of 40–50% estimated gross range)

Pest Control Company:

• Median Monthly Ad Spend: $1,250 (based on search ad benchmarks)
• Median Estimated Cost Per Lead: $54.68 (midpoint of $39.25–$70.11 range)
• Median Close Rate: N/A
• Median Average Job Value: $200 (midpoint of $100–$300 range)
• Median Gross Profit Margin: N/A

Notes And Modifications

Where “N/A” is listed, clear median data points for gross margins or specific metrics were not definitively established across the available sources. To simplify usage I modified those values as follows:

• Monthly Ad Spend: The median of $1,560 was used.
• Cost Per Lead: The median of $104 was used.
• Close Rate: The median of 30% was used for cleaning, electrical, and pest control. Painting used the high ticket close rate of 5%.
• Job Value: Used median of job value/cost per lead to calculate electrical using CPL x 13.33.
• Gross Margin: The median of 46.25% was used.
• Est Gross Profit: This value is calculated using leads times average job minus acquisition cost.

Sources:

• Web Pinnacles (2026 Home Service Marketing Benchmarks)
• Jobber (Small Business Profit Margin Guide)
• WordStream (Home Services Advertising Benchmarks)

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