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.
The Australian cost figures in these tools come from one place: our own 34 published client accounts across 13 trades, where cost per enquiry ranges from $8.91 to $220.59. That is a range from selected work, not a market average, and every screen that shows it says so.
Pick the question you are actually asking
Cost per lead
Cost per lead calculator
Work out cost per click, conversion rate and cost per lead from three numbers, then compare against a US benchmark and our measured Australian range.
SoudCoh case studies · 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.
Your own numbers only — no benchmark used
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.
Your own numbers only — no benchmark used
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.
SoudCoh case studies
Google Ads budget forecaster
Turn a daily budget and a click price into a monthly range of clicks, enquiries and jobs, banded by the conversion rates measured across 25 of our own accounts.
SoudCoh case studies · 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.
Your own numbers only — no benchmark used
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.
Your own numbers only — no benchmark used
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.
SoudCoh case studies
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.
Your own numbers only — no benchmark used
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.
Your own numbers only — no benchmark used
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
The only Australian cost data here is our own
Every row below is the cost-per-enquiry figure published on a case study you can open and read. They were measured in 2026, in Australian dollars, on accounts we run. The 10 plumbing accounts alone run from $57.21 to $176.78 an enquiry, which is the clearest possible argument against quoting any single figure from this table as a rate.
| Trade | Accounts | Cost per enquiry | Median | Click to enquiry |
|---|---|---|---|---|
| Plumbing and drainage | 10 | $57.21 – $176.78 | $112.56 | 13.15% – 27.71% |
| Electrical | 4 | $65.01 – $138.74 | $89.24 | 13.47% – 18.13% |
| Residential cleaning, carpet and end of lease | 4 | $25.02 – $40.69 | $31.44 | 22.22% – 33.12% |
| Commercial cleaning and facilities | 4 | $27.39 – $220.59 | $99.73 | 19.3% – 19.68% |
| Roofing and roof restoration | 1 — one account, not a range | $33.17 | $33.17 | Not published |
| Air conditioning and heating | 1 — one account, not a range | $55.37 | $55.37 | Not published |
| Property maintenance, lawn and pool care | 1 — one account, not a range | $15.38 | $15.38 | Not published |
| Painting | 1 — one account, not a range | $90.61 | $90.61 | 25.88% |
| Rubbish removal and scrap metal | 2 | $8.91 – $33.25 | $21.08 | 15.01% |
| Security systems and CCTV | 1 — one account, not a range | $45.14 | $45.14 | Not published |
| Towing, detailing and accident management | 3 | $19.22 – $125.64 | $40.73 | 11.64% – 36.48% |
| Health and beauty clinic | 1 — one account, not a range | $71.35 | $71.35 | Not published |
| Legal | 1 — one account, not a range | $35.14 | $35.14 | Not published |
Windows are stated as lengths rather than calendar months on the case studies themselves, so a client's season stays their business. Two of our 36 published studies are excluded here — a cake-delivery store and a blinds retailer — because they sell online rather than quoting jobs, and their cost per order answers a different question.
Read the case studiesWhat we went looking for and could not source
These are the figures other calculators invent. We could not find any of them from a source with a published method, so none of them appears anywhere in this suite — not as a default, not in a table, not in a footnote. An honest gap is more useful than a confident fabrication.
- Google Ads cost per click or cost per lead for Australia, by trade
- No Australian dataset with a published methodology exists. The figures in circulation are either undocumented or are US numbers adjusted by feel.
- Cost per lead split out for plumbing, electrical, HVAC or roofing
- The only large documented dataset aggregates all of them into one Home and Home Improvement category. Splitting that figure per trade would be invention.
- Lead-to-booked-job conversion rate for any trade in Australia
- The trade booking rates that exist measure inbound calls, in the US and Canada, in 2022. They are not an Australian lead-to-job rate.
- Average job value for any trade in Australia
- Industry revenue divided by business count gives average turnover per business, not per job. The only primary job-value figure found anywhere was US air conditioning repair.
- Customer lifetime value by trade
- No primary source publishes it. Every figure encountered was an agency assertion with no dataset behind it.
- How many reviews it takes to outrank a competitor in the map pack
- Nothing credible links a review count to a ranking position. Our review tool does the star arithmetic and makes no ranking claim at all.
- Seasonal demand curves for Australian trades
- No published series. A seasonality planner would have been ten made-up multipliers in a trench coat, so it is not in this suite.
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 Free Strategy CallWork backwards rather than looking for a figure. Across the ten plumbing accounts we run, published cost per enquiry sits between $57.21 and $176.78 in Australian dollars, and the Melbourne account in that set is $74.42. At $74.42 an enquiry and a 30% close rate, a $1,200 job costs about $248 to win — so $10,000 of monthly revenue needs roughly 8 jobs, 28 enquiries and about $2,100 of spend. The marketing budget calculator does that arithmetic with your own job value and close rate, which is the only version of it worth acting on.
Not one with a published methodology, and we looked hard. Every Australian benchmark page we checked either states no method at all or admits its numbers are United States figures adjusted for local competition by feel. Widely circulated figures such as a trades median CPC of $9.25 or a Sydney service-plus-city CPC of $23.21 trace to no dataset. So these tools show United States benchmarks labelled as United States, alongside the Australian figures from our own 34 published accounts, labelled as ours.
Three places, and each is named on every screen that uses it. Third-party benchmarks come from WordStream's 2026 Google Ads dataset (13,474 United States search campaigns), WordStream's 2025 Facebook dataset (726 US lead campaigns), ServiceTitan's 2022 call-booking study (3,000+ US and Canadian trade businesses), SISTRIX on organic click-through by position (80 million keywords), Ahrefs on time to rank (one million URLs), and the ABS and ATO for Australian context. Australian cost figures come only from our own 34 published case studies. Everything else is your own input.
They are free and nothing you enter leaves your browser. There is no form in front of any of them, no email gate and no server call — every calculation runs locally, which is also why the shareable link carries your inputs in the URL rather than in a database.
Yes, with the labels attached. Every benchmark states its market, its year and its sample, and the Australian figures are a range from selected work on accounts we run rather than a market average. Each calculator also publishes its underlying table as a JSON file so you can take the numbers straight from the source instead of retyping them off a screen.
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.