PICTURE PERFECT VIDEO
Roofing lead comparison worksheet
https://pictureperfectvideo.com/las-vegas-roofing-lead-generation

Use your own records. This template contains no market price benchmark or performance forecast.

1. SET A CONSISTENT COMPARISON
Channel/campaign:
Inquiry period start and end:
Outcome review date:
Services and area covered:
What counts as a unique inquiry:
What counts as qualified:
What counts as a confirmed appointment:
What counts as a won job:
How duplicates, cancellations and unresolved inquiries are handled:

2. INCLUDED COSTS IN USD
Advertising or purchased lead spend:
Other included costs:
Explanation of fees and content cost allocation:
TOTAL INCLUDED COST:
Use the same cost definition for each channel. Do not mix a full production charge for one channel with advertising alone for another.

3. ONE RECORD PER UNIQUE INQUIRY
Keep personal contact information in your existing secure customer system.
For this comparison use an internal reference ID:
Internal ID:
Inquiry date:
Original source and campaign, or unknown:
Service requested:
City/ZIP and area fit:
Qualified? Yes / No / Pending
Reason if not qualified:
First response date/time:
Contact outcome:
Appointment confirmed? Yes / No / Pending
Won job? Yes / No / Pending
Final outcome date:
Later content that helped the conversation, if known:
Notes:

4. COUNT THE SAME INQUIRY GROUP
Unique inquiries:
Qualified inquiries:
Confirmed appointments:
Won jobs:
Still pending:
Count each prospect once at each stage. Keep multiple calls or forms with the same inquiry. The calculator uses a sequential funnel: appointments are a subset of qualified inquiries, and won jobs are a subset of appointments. If your process skips a stage, reconcile those records before using it.

5. CALCULATE
Cost per inquiry = total included cost / unique inquiries
Cost per qualified inquiry = total included cost / qualified inquiries
Cost per appointment = total included cost / confirmed appointments
Cost per won job = total included cost / won jobs
If an outcome count is zero, report no outcomes yet. Do not report a zero cost per outcome.
Do not combine this month's spending with jobs from unrelated earlier inquiry groups.

6. INTERPRET
Are enough outcomes resolved to compare these groups fairly?
Are out of area requests driving cost?
Are requested services actually offered?
Did the office respond and confirm appointments?
Do job revenue and delivery costs support the acquisition cost?
Could one additional won job materially change this small sample?
What one change will be tested next?
Who owns it, and when will outcomes be reviewed?

Cost per won job is not profit. Revenue, delivery costs, overhead and cancellations still matter.