I watched an owner kill his Google budget because “EDDM leads are cheaper.”

Two weeks later, he was back in panic mode. The cheap leads did not book. The schedule got thin again.

That is the trap.

Cost per lead does not tell you what makes you money.
Cost per job does.

Here is the simple flip that changes how you look at your marketing.

EDDM spits out $50 leads.
Google spits out $80 leads.

So you think EDDM wins.

But what if:

Now the math flips:

Google looks expensive until you count jobs.
EDDM looks cheap until you count jobs.

If you want the scoreboard, track these four numbers by channel:

One line to remember:

Cost per job = cost per lead ÷ close rate (as a decimal)
Example: $50 ÷ 0.20 = $250

If you want to scale without sweating, add one more number:

Gross profit per average job.

Example:
Average job = $2,500
Margin = 35%
Gross profit = $875

If your cost per job sits at $200, you keep about $675 in gross profit.

That tells you something simple.

You have room to spend more and still win.

Most owners never scale because they never see that number. They feel the risk, but they cannot see the margin.

This week (15 minutes):
Pick 2 paid channels where you control spend (Google/LSA, EDDM, Facebook, etc.).

Pull last 30 days:

Then calculate the close rate and cost per job.

You will find surprises.

If you track cost per lead, you will keep guessing.

If you track cost per job, you make decisions.

One problem.

If your tracking is broken, your scoreboard lies.

That is why I am keeping the offer simple and consistent:

Google Leak Scan — $197

If you want it, reply LEAKS and include:

Once we fix how the data is entering your account, we can build the dashboard if you want it. We don’t start there because bad data only complicates everything.

Talk soon!

Written by Jacob Hastings
Head of Growth & Client Strategy at Growth Ring Media