Free tool
How much can you pay for an enquiry?
Put in what a typical job is worth and how many enquiries it takes to win one. You'll see the most you can pay for each enquiry and still make money, and the daily budget to set on Google Ads or Facebook and Instagram.
Most you can pay per enquiry
£19.50
Pay more than this on average and the ads cost you money.
- Profit on one job
- £78.00
- Most you'd spend to win one job
- £39.00
- Monthly ad budget for your jobs
- £780
- Daily budget to set
- £25.66
On a busy day Google can spend up to twice the daily budget, but over a month it won't charge more than 30.4 times it. The daily budget here is the monthly one divided by 30.4, the average number of days in a month.
A worked example
A job worth £130 with 60% profit leaves £78. Spend half of that to win a new customer and you can pay £39 per job won. If one in two enquiries books, that's £19.50 per enquiry.
For 20 jobs a month, the ads can cost up to £780, which is about £25.66 a day.
What to do with the answer
Put it next to what you pay per enquiry now. Below the line, the ads pay their way and you can think about more. Above it, the ads cost you money, however busy the phone feels.
Your check note uses the same sum, with your own figures, to suggest a budget.
Questions
Where do I find what I'm paying per enquiry now?
If your calls and forms are tracked, Google Ads and Meta show it as cost per conversion or cost per result. If they aren't tracked, nobody can tell you, and fixing that comes first. The free check tells you which it is.
Is there a normal cost per enquiry for my trade?
It changes with the trade, the town, the time of year and how many firms are bidding. Work from what a job is worth to you, which is what this calculator does.
What if my ads cost more per enquiry than the calculator allows?
Then the ads lose you money, and something has to change: the searches or people you pay to reach, the towns, the hours, the offer, or the page people land on. Sometimes the answer is fewer ads and more work on your Google profile, which costs nothing per click.
Free check
Get a free check
Send us your business name and the numbers you used here. Your check note says what you're paying per enquiry now, if we can see it, and what we'd change first.
Within three working days, by email or text. Yours to keep, whether you go ahead or not.