Find out what ranking is actually worth
Pick the work you want more of, adjust the numbers to match your own shop, and edit any ticket that is wrong for your market. It runs in your browser, the arithmetic stays visible, and if the numbers do not support a program it will tell you that instead.
What is ranking actually worth to you?
Pick the work you want more of. Adjust the numbers to match your own shop. Edit any ticket value that is wrong for your market. The figure at the bottom moves as you go, and the arithmetic stays visible, because a number you cannot check is a number you should not trust.
Top three visibility is worth $547,200 a year.
At those numbers, the Custom program at $575 a month costs $6,900 a year. That is 1.3% of what the work is worth.
The arithmetic, written out
There is no model behind this beyond multiplication, and that is deliberate. Take the leads you currently get from search. Multiply by the visibility multiplier, which models what moving into the top three does. Multiply by the share that turn into jobs. Multiply by your average ticket. Multiply by twelve.
Only the ones that came from a search, not referrals or repeat customers. Most contractors underestimate this because they never asked, and Search Console will give you a better figure than a guess.
Three times by default. It is a conservative model of top three visibility rather than a measurement, and it is a slider so that the assumption belongs to you rather than to us.
The share of enquiries that become jobs. Forty percent is a common figure for planned residential work. Emergency callouts close far higher. Commercial bids close far lower.
Derived from the job types you selected, and editable. If you know your own average, type it in and the derived figure gets out of the way.
Because every marketing calculator on the internet hides its assumptions, and every contractor knows it. Showing the multiplication makes the output checkable, and a number you can check is the only kind worth acting on.
Volume is the wrong target
This tool exists to make one argument arithmetic rather than rhetorical.
| THE JOB | TICKET | WHAT ONE LEAD IS WORTH AT 40% |
|---|---|---|
| Outlet, switch, fixture | $200 | $80 |
| Service call, troubleshooting | $250 | $100 |
| EV charger install | $1,500 | $600 |
| Panel or service upgrade | $3,200 | $1,280 |
| Whole house generator | $12,000 | $4,800 |
| Whole home rewire | $18,000 | $7,200 |
| Commercial tenant improvement | $25,000 | $10,000 |
THE SAME CHANNEL DELIVERS ALL OF THESE. THEY ARE NOT THE SAME LEAD.
A generalist agency optimizes for search volume, because volume is the only signal they have. Volume in this trade is dominated by the cheapest possible job. Ranking first for the terms with the most searches is entirely compatible with a schedule full of work that does not pay for the truck.
Questions about the calculator
Where does the three times multiplier come from? 01
It is a deliberately conservative model of what top three visibility does to search leads, and it is a slider rather than a fixed number precisely because it is an assumption rather than a measurement. Move it to whatever matches your own experience. If you have historical data showing a different figure, use yours.
Are the ticket values accurate for my market? 02
They are national typical figures and they are adjustable defaults, not claims. Every value on every card can be edited inline, and the average ticket can be overridden entirely. A contractor in a high cost coastal metro and one in a rural county should not be running the same numbers.
What does the calculator do with my figures? 03
Nothing, unless you ask it to email you the breakdown. The arithmetic runs in your browser and the state is kept in the address bar so you can bookmark or share your own numbers. Nothing is sent anywhere until you type a name and an email into the breakdown form.
Why does it sometimes tell me to buy the cheapest program? 04
Because sometimes that is the right answer. Below roughly $20,000 of annual opportunity, a large program will not pay for itself, and the tool says so rather than showing a triumphant comparison. That branch costs us money and it is the most useful thing on the page.
Where to go with your number
Now build the program that gets you there
The builder carries your recommended tier across and shows the monthly total as you assemble it. Nothing is preselected except the recommendation, and nothing is charged until you confirm.