How the calculator works
The tool uses your monthly budget, estimated cost per lead, answer rate, conversion rate and average customer value.
Booked customers = monthly ad spend ÷ cost per lead × answer rate × conversion rate
Estimated UK LSA lead costs by industry
These ranges are editable planning assumptions. They are not fixed Google prices.
| Industry | Planning CPL range | Starting monthly ad budget |
|---|---|---|
| Roofing | £40 to £95 | £1,500 to £4,000 |
| Plumbing | £25 to £70 | £1,000 to £3,000 |
| Electrical | £25 to £70 | £1,000 to £3,000 |
| Heating and HVAC | £35 to £85 | £1,500 to £4,000 |
| Locksmith | £20 to £55 | £750 to £2,000 |
| Landscaping | £25 to £65 | £1,000 to £3,000 |
| Builders and renovations | £45 to £110 | £2,000 to £5,000 |
| Legal services | £65 to £160 | £2,500 to £7,500 |
How much should you budget?
Start with the number of customers you want. Work backwards from your sales conversion rate and estimated lead cost.
Required ad spend = target customers ÷ answer rate ÷ conversion rate × estimated cost per lead
Four ways to improve your LSA results
- Answer calls and messages fast.
- Ask satisfied customers for Google reviews.
- Track which leads become paid work.
- Review invalid leads and campaign settings often.