Cost per lead vs. cost per job: the metric that actually matters

It's easy to optimize a campaign for cost per lead. It's much harder — and far more valuable — to optimize for cost per booked job.

A $40 lead that converts to a $15,000 project is worth more than a $10 lead that never picks up the phone. Before you judge a campaign's performance, make sure you're measuring the number that reflects your actual business outcome.