Google LSA ROI Calculator for Roofers: Cost per Sold Job

LSA ROI can remain attractive after the next batch of leads stops meeting your profit target. The account average blends good earlier work with expensive new work. Use the calculator for sold-job planning, then reconcile mature collected jobs and inspect the economics of the additional spend.

Model sold-job economics first

The calculator uses budget, lead price, the share reaching a held appointment, close rate, job value and gross margin. Enter held-appointment rate in the booked-rate control if you want no-shows reflected. This model does not separately deduct cancellations or uncollected jobs; the ledger below does.

An $80 billed CPL can be a $1,125 collected CAC

Take an illustrative mature LSA cohort: $9,000 invoiced spend minus $1,000 of confirmed credits gives $8,000 net media spend. Add $1,000 of attributable qualification and source-operating cost: all-in cost is $9,000. There are 100 delivered leads, 60 company-qualified opportunities, 30 held appointments, 12 signed jobs and eight collected jobs.

On a phone, swipe the table to read every column.

At $15,000 collected revenue and 35% margin per job, eight jobs generate $42,000 gross profit. Contribution after acquisition is $33,000, and ROI is 366.7%. Dividing signed contracts into cost gives $750; using collected jobs gives $1,125. Both can be reported, but they must not share the same label.

The next $4,500 tells a different story

Now add a separate mature expansion cohort with $4,500 all-in cost. It produces 30 delivered leads, six held appointments, two signed jobs and one collected job at the same $15,000 value and 35% margin. Gross profit is $5,250; contribution is only $750. Incremental ROI is 16.7%, and incremental collected CAC is $4,500.

On a phone, swipe the table to read every column.

The account can still display a strong 250% combined ROI while the additional spend leaves little contribution. If the company’s acquisition ceiling is 25% of gross profit, allowable CAC is $1,312.50. The original cohort fits; expansion does not. “The account is profitable” is not sufficient evidence that the next budget increase is sensible.

Google-valid and company-qualified are different tests

Google’s current lead documentation explains valid-lead charging and automatic reassessment/credits. It also lists several situations that do not justify a credit, including a customer researching prices, canceling a booking or not replying. A chargeable inquiry can still fail your company’s service, territory or job-size qualification rule.

Do not use “Google charged it” to imply that a held appointment or profitable job was guaranteed. Record your own rejection reason. A repair inquiry in the correct advertised service may be valid for Google while falling outside a replacement-focused company’s preferred work. Fix service settings and qualification rather than treating every mismatch as an improper bill.

Use the calculator’s assumption limit

Raising budget in this calculator increases modeled leads while holding CPL, conversion and margin constant. That proportional result is built into the model. It cannot show whether the next leads are harder to reach, farther away or more expensive. Supply those changed assumptions yourself, then compare the new cohort separately.

Google’s bidding guide describes Maximize Leads, target CPL and maximum-per-lead modes. It also notes responsiveness and reviews matter alongside bids. A bid is an acquisition control, not a promised cost per collected job. Paid LSA placement should not be confused with organic SEO performance.

Find the loss before changing the bid

If qualified share falls, inspect job type, territory and the service advertised. If appointments are set but do not hold, inspect the booking promise and follow-up. If held appointments do not sign, inspect estimates and rep conversations. If signed jobs do not collect, inspect production, cancellation and payment status. The billing screen cannot distinguish these repairs.

Use the full lead-cost calculator when you need separate contact, show and collection stages. Use the call-center versus coaching model to price two different recoveries. Keep the follow-up record with the booking losses. The broader marketing ROI guide helps compare this spend with other channels.

Method and scope

Both cohorts are illustrative and mature by assumption. ROI is contribution after acquisition divided by all-in acquisition cost; it excludes taxes and any overhead omitted from your margin definition. Google policy references were checked September 28, 2026. No roofing conversion benchmark, guaranteed lead price or future volume is assumed. Related: roofing lead sources.