Quick answer
Work backward: decide how much you can pay to win one customer from your average job value and margin, divide by your close rate to get an affordable cost per lead, then fund the channels that hit it. Sakativa reviews this math with clients on the weekly call.
Work backward from one customer
Start with gross profit per customer, then decide what share you are willing to spend to win one. That is your target cost per customer.
Worked example (illustrative numbers)
Example only: if a job brings $2,000 in gross profit and you will spend up to $400 to win it, and you close 1 in 4 leads, your affordable cost per lead is $100.
- Target cost per customer: $400 (example)
- Close rate: 25% (example)
- Affordable cost per lead: $400 × 25% = $100
Fund the channels that hit the target
Shift budget toward channels that deliver leads under your affordable cost and pull back from those that do not.
Review monthly
Track leads, booked jobs and revenue by channel every month. Budgets should move with results, not habit.
Key takeaways
- Start from profit per customer.
- Use close rate to find affordable cost per lead.
- Move budget to channels under target.
- Review every month.
Frequently asked questions
Is ad spend included in Sakativa's Custom plan?
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No. The plan covers management of all eight services; ad spend is paid directly to the platforms.
What if I don't know my close rate?
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Start tracking it now. Even a rough estimate from the last few months is better than guessing.
Sources
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