Compare the cost of leads and new customers with the contribution each sale brings. Start with a completed job sheet, supplier quotes and a crew schedule. Each example below uses hypothetical values you can replace.
Which calculator should you use?
| Tool | What it answers | What to check |
|---|---|---|
| Customer Acquisition Cost | Measure combined sales and marketing cost per new customer. | A media-only cost per acquisition excludes proposal and selling work. Report the included cost categories so comparisons remain meaningful. |
| Expected Contribution per Lead | Estimate first-sale contribution expected from a lead. | Expected contribution is a ceiling before overhead and desired profit, not a recommended bid. Averages can hide low-quality leads. |
These tools answer different questions and may use different units. Choose the tool that measures what you need; a larger result does not necessarily mean a better outcome.
Customer Acquisition Cost
Measure combined sales and marketing cost per new customer.
CAC = (marketing + sales costs) / new customers
Show example inputs and result
| Marketing spend | 3,000 |
|---|---|
| Sales labour and software | 1,000 |
| New paying customers | 20 |
Result: 200 per customer.
A media-only cost per acquisition excludes proposal and selling work. Report the included cost categories so comparisons remain meaningful.
Open customer acquisition costExpected Contribution per Lead
Estimate first-sale contribution expected from a lead.
Lead value = close rate × (sale revenue − variable cost)
Show example inputs and result
| Lead-to-sale rate | 20 % |
|---|---|
| Average first contract visit revenue | 1,000 |
| Variable first-sale cost | 650 |
Result: 70 per lead.
Expected contribution is a ceiling before overhead and desired profit, not a recommended bid. Averages can hide low-quality leads.
Open expected contribution per leadUse the results in your plan
For a commercial janitorial business, review shift staffing, supplies, and supervision across the complete workflow. Use one consistent period and delivery unit: a contract visit. Compare the assumptions with recorded outcomes after delivery, then update the estimate.
Explore all relevant commercial janitorial calculators