You know what a lead costs. Do you know what you can afford to pay?
Six numbers, and you will know the most you can spend to win a customer — and what a referral partner can be paid inside that ceiling.
Your business
$16,374
Median revenue per job for the replacement segment, 2025.
$500$60,000
35%
Residential replacement runs 25–40% gross. Repairs run higher.
10%70%
12%
Rent, trucks, office, insurance — as a share of revenue.
3%30%
10%
Net margin target. Well-run shops land at 8–15%.
0%30%
30%
Of the appointments you actually run, how many buy.
5%75%
$396
Median cost per issued lead — one that reached a salesperson.
$20$1,500
Allowable acquisition cost
$2,129
The most you can spend to win one customer and still keep the profit you asked for.
Average job value
$16,374
Gross profit
What is left after materials and labor
$5,731
Less overhead
−$1,965
Less the profit you keep
−$1,637
Allowable acquisition cost
$2,129
What you spend today
You are spending $2,794 to win a job you can afford to spend $2,129 on.
That is $665 over on every sale. At $396 a lead and a 30% close rate, media alone costs $1,320 per job before a salesperson is paid — because you pay for every lead, and 70% of them never buy.
What a partner can be paid
Three ways to spend it
Sales commission comes out of the ceiling first. What is left is the partner channel's whole budget — and unlike a lead, you only spend it on jobs that close.
Available per closed job, after sales commission$655
A
Partner-gifted assessment
$400
Your partner hands their client a free inspection. They take no cash; you pay for the truck roll. Fits, with $255 to spare
B
Partner-funded credit
$450
Your partner gives their client a credit toward the job. You honor it, only on work that closes. Fits, with $205 to spare
C
Flat fee per closed job
$650
Cash to the partner on a signed contract. Simplest to sell, heaviest on compliance. Fits, with $5 to spare
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