17 calculators that show their working
Built for Australian service businesses — plumbers, sparkies, cleaners, roofers and anyone else who buys enquiries and sends vans. Every default states where it came from, every one can be overwritten, and every result shows the arithmetic that produced it. Nothing is behind a form.
Start with the hypothetical examples, then enter your own figures. Each result shows the arithmetic, and third-party references retain their market, currency and source.
Pick the question you are actually asking
Cost per lead
Cost per lead calculator
Calculate cost per click, conversion rate and cost per enquiry from your own numbers, with separately labelled US industry context.
WordStream 2026
Break-even ROAS and max cost per lead
Turn job value, gross margin and close rate into the maximum you can pay for an enquiry, the break-even return on ad spend, and how much headroom your current cost per lead leaves.
Editable example inputs — use your own figures
True cost per booked job
Add management fees, tools and tracking to your media spend, divide by booked jobs rather than leads, and see what is left of the margin after acquisition.
ATO
Customer lifetime value
Add repeat work, retention and referrals to a first job, then set the result against your acquisition cost — with no invented benchmark ratio attached.
Editable example inputs — use your own figures
Budget and forecasting
Marketing budget from a revenue target
Work backwards from an annual revenue target to the monthly ad budget behind it, and see what that budget is as a percentage of the revenue it has to produce.
Editable example inputs — use your own figures
Google Ads budget forecaster
Turn editable budget and conversion assumptions into a monthly planning scenario, with lower and higher conversion sensitivity.
WordStream 2026
Google and Meta budget split
Split one budget across Google search and Meta, with separate lead-to-job rates per channel, and compare cost per booked job rather than cost per lead.
WordStream 2026 · WordStream Facebook 2025
Impression share and missed leads
Convert impression share and the two lost-share figures from your Google Ads account into missed enquiries, and separate the ones budget can buy from the ones it cannot.
Editable example inputs — use your own figures
Sales and conversion
Leads to booked jobs
Walk a month of enquiries through answering, booking and completion to see the real lead-to-job rate and which stage is costing you the most work.
ServiceTitan 2022
Cost of missed calls
Put an annual figure on unanswered calls: how many are gone for good, the jobs behind them, and the gross profit that leaves with them.
ServiceTitan 2022
Quote win rate
Turn quotes sent and quotes won into a win rate, the revenue behind each quote, and what a few points of improvement is worth against writing more quotes.
Editable example inputs — use your own figures
Contract churn and replacement cost
Work out how many recurring contracts you lose a year, what replacing them costs, and how much of your new business is spent standing still.
Editable example inputs — use your own figures
Pricing and capacity
Job capacity planner
Compare the jobs your crew can complete in a month against the jobs your enquiries produce, and find how many more leads you can absorb before the business is full.
Editable example inputs — use your own figures
Charge-out rate
Set an hourly rate from what you need to earn, the overheads you carry and the hours you can genuinely bill, rather than from what the competition charges.
ATO
Organic and local
SEO against paid search
Value a search ranking against the paid clicks it would replace, find the payback period on the investment, and see the published odds of reaching the top ten at all.
SISTRIX 2025 · Ahrefs 2025
Review rating
Work out how many new reviews it takes to reach a target star rating, how long that takes at your current rate, and the damage one bad review does.
Editable example inputs — use your own figures
Service area radius
Count the Melbourne suburbs, residents and dwellings inside a service radius, and see what widening it adds in reach against what it adds in travel.
Melbourne locality dataset
5 questions, already answered
Each scenario works through a practical question with hypothetical inputs already loaded. Replace them with your own costs, revenue goals and conversion assumptions.
Hypothetical example · Plumbing · Melbourne
Plumber Google Ads budget in Melbourne
Build a Melbourne plumbing advertising budget from a revenue target, job value and close rate. Use an editable hypothetical example, then enter your own costs.
Hypothetical example · Electrical · Sydney
Electrician cost per enquiry in Sydney
Calculate an electrical campaign cost per enquiry using a hypothetical Sydney planning example. Replace spend, clicks and enquiries with your own account data.
Hypothetical example · End-of-lease cleaning · Sydney
End-of-lease cleaning enquiry costs
Work through an end-of-lease cleaning cost-per-enquiry example with editable hypothetical inputs. Use your own spend, clicks and enquiry records for the result.
Hypothetical example · Commercial cleaning · Australia
Commercial cleaning enquiry costs
Calculate commercial cleaning enquiry costs from consistent campaign inputs. Start with a hypothetical example, then assess your own quotes and contract outcomes.
Hypothetical example · Google Ads · Budget planning
$100 a day on Google Ads: a planning example
Model $100 a day on Google Ads with editable hypothetical click prices and conversion rates. Compare the base case with lower and higher conversion assumptions.
Your numbers make the plan useful
The example inputs demonstrate the maths. Your spend, enquiries, booked work, average invoice and margin turn that example into a view of your own business.
Start with a consistent period
Match the campaigns and dates behind spend, clicks and enquiries.
Keep the stages separate
An enquiry, a quote and paid work measure different parts of the customer journey.
Test the assumptions
Compare a base case with higher costs or lower conversion before committing a budget.
Inputs that need your business context
Use your records for these inputs, or label them as assumptions while you test a plan. A general reference cannot capture your service mix, operating costs and sales process.
- Your advertising click and enquiry costs
- Use campaigns and enquiries from the same reporting period. If the campaign is new, test several clearly labelled assumptions.
- Your enquiry-to-job rate
- Follow recorded enquiries through quotes and paid work. Keep connected calls, bookings and completed jobs separate.
- Your average job value and margin
- Use your invoices and delivery costs. An industry revenue figure cannot describe the value or profit of one of your jobs.
- Your customer lifetime value
- Repeat work, retention and referrals depend on your customer history. Update the inputs as you collect more records.
- Your seasonal demand
- Use your service mix, operating calendar and enquiry history when planning month by month.
- Your review and visibility goals
- Review-rating arithmetic can show how scores change. It cannot turn a review count into a promised search position.
The underlying tables are published
Every calculator publishes its benchmark rows, its formula and its sources as a plain JSON file, so anyone who wants to check the arithmetic or rebuild it in a spreadsheet can take the numbers from the source rather than off a screen. /tools/data/index.json lists all 17 of them, and /tools/data/benchmarks.json carries every third-party figure with its market, year and sample attached.
Frequently Asked Questions
Everything you need to know about working with SoudCoh
Have more questions? Let's chat!
Book a callStart with your revenue goal, job value, close rate and cost assumptions. The marketing budget calculator works backwards through those inputs. Its starting values are hypothetical examples; replace them with your own before using the result in a plan.
No. The worked scenarios use client-free, hypothetical inputs to explain the arithmetic. Third-party references are shown separately with their source, market and year.
They are free, and the calculations run in your browser. There is no email gate. A shareable calculator link includes the inputs in its URL, so only share figures you intend others to see.
Yes. Keep the inputs and assumptions beside the result, and retain any source labels when quoting third-party data. Each calculator shows its working and offers a machine-readable JSON version.
Bring us the
real account.
A calculator works on the numbers you already have. If you are not sure they are right — and most businesses are not — send us the account and we will tell you what a job actually costs to win before anyone signs anything.