Think in Booked Jobs, Not Lead Cost
Most plumbing company owners ask "how much per lead?" first. It's a fair question, but it's the wrong starting point. The number that actually matters is your cost per booked job — and that depends on your close rate as much as the lead price.
Here's an example: if you pay $75 per exclusive plumbing lead and your team closes 30% of leads, your cost per booked job is $250. If the average plumbing job brings in $800–$1,200 in revenue, that's a 3–5x return on your lead investment.
Compare that to shared leads at $30 each with a 5–8% close rate. You'd need 12–20 shared leads to book one job, costing $360–$600 per booked job — worse economics at a lower per-lead price.
What Determines Your Lead Price
City & Market
Larger metro areas and competitive markets have higher lead costs due to greater demand and advertising costs in those regions.
Service Category
High-value services like sewer line replacement and repiping have higher per-lead costs than drain cleaning or general plumbing.
Lead Format
Pay-per-call leads (live inbound phone calls) are priced differently than form-based leads due to higher conversion rates.
Competitiveness
Markets with more plumbing companies competing for the same customers may have higher costs to maintain lead volume.
Urgency Level
Emergency plumbing leads carry a premium because of their high close rates and the premium service pricing they command.
Exclusivity
All our leads are exclusive by default. You never pay for a shared lead because we don't sell shared leads.