{
  "$schema": "https://soudcoh.com/tools/data/index.json",
  "slug": "lead-to-job-calculator",
  "name": "Leads to booked jobs",
  "category": "Sales and conversion",
  "url": "https://soudcoh.com/tools/lead-to-job-calculator",
  "dataUrl": "https://soudcoh.com/tools/data/lead-to-job-calculator.json",
  "currency": "AUD",
  "updated": "2026-08",
  "summary": "Walk a month of enquiries through answering, booking and completion to find your true lead-to-job rate, the revenue behind it, and which stage of the funnel is losing the most work.",
  "whatItDoes": [
    "Takes a month of enquiries and drops them through four stages: answered, booked, kept, completed.",
    "Reports the compound rate — what share of enquiries ended as invoiced work — which is almost always lower than people expect, because four rates multiply rather than average.",
    "Shows the revenue recovered by fixing each stage on its own, so you can see which one is worth attention first."
  ],
  "howToUse": [
    "Enter the enquiries you received last month. Calls and forms together.",
    "Enter the share you actually answered or replied to inside the window a customer will wait. For emergency work that window is minutes.",
    "Set the booking rate. If you do not know yours, the selector carries published trade figures — read the caveat under it before you use one.",
    "Enter the share of booked jobs that survive to completion, and your average job value."
  ],
  "formula": [
    "Answered = enquiries × answer rate",
    "Booked = answered × booking rate",
    "Completed = booked × completion rate",
    "Lead-to-job rate = completed ÷ enquiries",
    "Revenue = completed × average job value"
  ],
  "interpret": [
    "Four rates multiply. 85% × 43% × 90% is 33%, not 73% — which is why a funnel that looks healthy at every stage can deliver a third of the enquiries as work.",
    "The stage with the biggest gap between where you are and where you could plausibly be is the one to fix, and it is almost never the last one.",
    "Compare the recovered revenue in the table against what the same money would buy in extra enquiries. Fixing the phone is usually cheaper than buying more leads to feed the same leak."
  ],
  "limitation": "There is no Australian lead-to-job benchmark for any trade. The booking rates offered here are from a 2022 study of more than 3,000 businesses in the United States and Canada, and they measure inbound CALL to booked job — not enquiry to job. They are a shape to start from, not your number.",
  "inputs": [
    {
      "key": "leads",
      "label": "Enquiries last month",
      "kind": "number",
      "default": 100,
      "min": 1,
      "max": 1000000,
      "unit": "count",
      "help": "Calls and form submissions together.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "answerRate",
      "label": "Answered or replied to in time",
      "kind": "percent",
      "default": 85,
      "min": 1,
      "max": 100,
      "unit": "percent",
      "help": "Inside the window a customer will actually wait. Count missed calls that never got a callback as unanswered.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "bookingRate",
      "label": "Booking rate",
      "kind": "select",
      "default": 43,
      "min": 1,
      "max": 100,
      "unit": "count",
      "help": "Of the enquiries you handled, the share that turned into a booked job. Use your own if you have it.",
      "sourceId": "servicetitan-2022",
      "sourceNote": "ServiceTitan, more than 3,000 trade businesses in the United States and Canada, June 2022. It measures inbound CALL to booked job, not enquiry to job, and there is no Australian equivalent.",
      "options": [
        {
          "label": "Plumbing — 43%",
          "value": 43
        },
        {
          "label": "Electrical — 41%",
          "value": 41
        },
        {
          "label": "Air conditioning and heating — 38%",
          "value": 38
        },
        {
          "label": "Garage doors — 31%",
          "value": 31
        },
        {
          "label": "Water treatment — 31%",
          "value": 31
        },
        {
          "label": "All trades — 42%",
          "value": 42
        },
        {
          "label": "Businesses with 25 or more technicians — 59%",
          "value": 59
        },
        {
          "label": "Businesses with fewer than 5 technicians — 24%",
          "value": 24
        }
      ]
    },
    {
      "key": "completionRate",
      "label": "Booked jobs that get completed",
      "kind": "percent",
      "default": 92,
      "min": 1,
      "max": 100,
      "unit": "percent",
      "help": "After cancellations, no-shows and jobs that fall over on the day.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "jobValue",
      "label": "Average job value",
      "kind": "currency",
      "default": 1200,
      "min": 1,
      "max": 10000000,
      "unit": "AUD",
      "help": "Average invoice excluding GST.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "cpl",
      "label": "Cost per enquiry",
      "kind": "currency",
      "default": 90,
      "min": 0,
      "max": 100000,
      "unit": "AUD",
      "help": "Used to price what each stage of the leak is costing you.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    }
  ],
  "defaults": {
    "leads": 100,
    "answerRate": 85,
    "bookingRate": 43,
    "completionRate": 92,
    "jobValue": 1200,
    "cpl": 90
  },
  "exampleResult": {
    "headline": {
      "label": "Enquiries that become invoiced work",
      "value": "33.6%",
      "note": "33.6 jobs from 100 enquiries"
    },
    "outputs": [
      {
        "label": "Answered",
        "value": "85",
        "note": "15 never reached a conversation"
      },
      {
        "label": "Booked",
        "value": "36.6",
        "note": "48.5 handled but not booked"
      },
      {
        "label": "Completed",
        "value": "33.6",
        "note": "2.9 lost after booking"
      },
      {
        "label": "Revenue",
        "value": "$40,351",
        "note": "$403.51 per enquiry received"
      },
      {
        "label": "Advertising cost per completed job",
        "value": "$267.65",
        "note": "100 enquiries at $90.00"
      }
    ],
    "workings": [
      {
        "label": "Answered",
        "expression": "100 × 85% = 85"
      },
      {
        "label": "Booked",
        "expression": "85 × 43% = 36.6"
      },
      {
        "label": "Completed",
        "expression": "36.6 × 92% = 33.6"
      },
      {
        "label": "Lead-to-job rate",
        "expression": "85% × 43% × 92% = 33.6%"
      },
      {
        "label": "Revenue",
        "expression": "33.6 × $1,200.00 = $40,351"
      }
    ]
  },
  "shareableExample": "https://soudcoh.com/tools/lead-to-job-calculator?leads=100&answerRate=85&bookingRate=43",
  "faqs": [
    {
      "question": "What percentage of leads should turn into jobs?",
      "answer": "Nobody publishes this for Australia, for any trade. What does exist is a 2022 ServiceTitan study of more than 3,000 trade businesses in the United States and Canada, which found inbound calls booked at 43% for plumbing, 41% for electrical and 38% for air conditioning, with an overall figure of 42%. That is call-to-booking, not enquiry-to-job, and it is four years old and from another market. Use it as a shape and measure your own — the same study found businesses with 25 or more technicians booked 59% of calls while those with fewer than five booked 24%, so the spread inside one market is wider than the gap between trades."
    },
    {
      "question": "Why is my lead-to-job rate so much lower than my booking rate?",
      "answer": "Because the stages multiply. Answering 85% of enquiries, booking 43% of those and completing 92% of the bookings is 33% overall, not the 73% you get by averaging the three. This is the single most common piece of arithmetic that businesses get wrong about their own funnel, and it is why an account can look fine at every individual stage and still deliver a third of what was paid for."
    },
    {
      "question": "Does an unanswered call count as a lead?",
      "answer": "You paid for it, so yes — and that is precisely why it belongs in the calculation. Excluding missed calls from the lead count makes the booking rate look better and the cost per job look lower, while the money leaves the account either way. If you want the flattering number, measure booking rate separately; if you want the true cost per job, start from every enquiry the advertising bought."
    },
    {
      "question": "Which stage should I fix first?",
      "answer": "Whichever loses the most enquiries in absolute terms, which is usually answering. It is also the cheapest to fix — a call-answering service or a disciplined callback rule costs a fraction of the advertising already being wasted on calls nobody picks up. The table on this page prices each stage so the comparison is in dollars rather than percentages."
    },
    {
      "question": "How do I measure my booking rate properly?",
      "answer": "Count from the enquiry, not from the quote. Take a month of every call and form, mark each as booked or not, and reconcile against invoices. Doing it from memory produces a number about ten to fifteen points too high in almost every business we have measured, because the enquiries that went nowhere are the ones nobody remembers."
    }
  ],
  "sources": [
    {
      "id": "servicetitan-2022",
      "label": "ServiceTitan, Data Report: Average Call Booking Rates",
      "publisher": "ServiceTitan",
      "year": "2022",
      "market": "US & Canada",
      "method": "More than 3,000 trade businesses across the United States and Canada, June 2022.",
      "confidence": "medium",
      "caution": "Measures inbound CALL to booked job, not lead to job, and the fieldwork is from 2022. There is no Australian equivalent.",
      "url": "https://www.servicetitan.com/blog/data-call-booking-rates"
    }
  ],
  "relatedTools": [
    "https://soudcoh.com/tools/missed-call-calculator",
    "https://soudcoh.com/tools/quote-to-win-calculator",
    "https://soudcoh.com/tools/cost-per-booked-job-calculator"
  ],
  "licence": {
    "terms": "Free to reuse with attribution to SoudCoh and a link to the page it came from. Third-party figures remain the property of the publisher named on each row and must keep their market and year attached.",
    "attribution": "SoudCoh — https://soudcoh.com/tools"
  }
}