What marketing numbers should a home service owner track each month?
Four numbers for each place your calls come from: what you spent, how many real calls or leads it sent, how many became booked jobs, and the revenue from those jobs. From those four, the sheet works out booking rate, cost per lead, cost per booked job and revenue per booked job.
Each trade tab lists the same sources, one row each: Google Business Profile and Maps, Local Services Ads, Google Ads, your website and organic search, referral and repeat customers, lead marketplaces, and anything else. A last row holds agency or marketing fees. Those bring no calls of their own, so they count only in the total, because you pay them either way.
Cost per booked job = spend ÷ booked jobsBooking rate is booked jobs ÷ calls or leads. Revenue per booked job is revenue ÷ booked jobs. The last column shows how far your booking rate sits above or below the benchmark for your trade, in percentage points.
Count calls the same way for every source: real prospects only, without spam, wrong numbers and existing customers calling about a job. For Local Services Ads, use the leads Google charged you for.3
Why track booked jobs and not just leads?
Because leads cost different amounts to turn into work. A $51 Local Services Ads lead booked at 38% costs about $134 per booked job.1,4 A call from your Google Business Profile costs nothing per call, so every job it books lowers your blended cost. Cost per lead can't show either of those.
Booking rate also says a lot about the phone. In ServiceTitan's June 2022 data, shops with fewer than five techs booked 24% of calls and shops with 25 or more booked 59%.1 When booking rate drops while calls hold steady, look at the phone first: missed calls, long holds, a dispatcher stretched thin.
Revenue per booked job is the check on lead quality. A source can book plenty of jobs at a low cost and still bring small tickets. With all four numbers on one row, you can see which sources pay for themselves.
How do I fill it in from Housecall Pro, Jobber, ServiceTitan or FieldRoutes?
Fill it once a month, a few days after the month closes so most jobs are invoiced. Spend comes from your ad accounts and bills. Calls, booked jobs and revenue come from your field software, as long as each customer or job carries a lead source.
Housecall Pro
Go to Marketing > Dashboard and open the ROI table. It shows Marketing Spend, Jobs Scheduled and Job Revenue by lead source. You can group sources by new customers (the default) or by new jobs, estimates and leads, which counts repeat customers too; pick one and keep it. The table has no leads column, so take calls from your call tracking or phone system.5
Jobber
Look for the Lead source report, which Jobber's help center files under Business Health. Set the Date filter to last month and use Columns to show Leads, Leads with job and Invoice value. Leads with job is your booked jobs. Invoice value counts the first invoice linked to each lead, so later work from the same customer isn't in it.6
ServiceTitan
The Marketing Scorecards section of the Dashboard lists each campaign with Leads, Inbound Booked, Inbound Booked % and Revenue.7 For a monthly pull, go to Reports > Create Report, choose Marketing as the report type and pick the Campaign Summary template.8 Add the lead, booked job and revenue columns (look for columns like Leads, Booked and Completed Revenue), then name and save the report. Set From and To to last month. Add up campaigns that belong to the same source on the sheet.
FieldRoutes
Look for the Cancellation Report and the Cancellation Subscription Report9 for cancels, and a sales or subscriptions report you can filter by source for new recurring accounts. We couldn't confirm menu paths in FieldRoutes' public help, so ask FieldRoutes support if a report isn't where you expect it.
If your software tags every call "Google": give each source its own call-tracking number, or put untagged Google calls under Other and make a note of it. Our field service software guide walks through setting up lead sources and tracking numbers in each platform.
No field software? Pull 20 recent calls from one source and count how many ended with a time on the schedule. It's rough, but it beats a guess.
What booking rate should I compare against?
The sheet compares each source with the booking rate for your trade from ServiceTitan's call data, the largest published trade-by-trade figures we could find. They date from June 2022, so treat them as a starting point. Your own trend from month to month matters more.1
| Trade | Booking rate benchmark | LSA cost per lead | Booked call worth, first job / 12 months |
|---|---|---|---|
| HVAC | 38% | $51 | $1,250 / $1,478 |
| Plumbing | 43% | $69.26* | $567 / $613 |
| Pest control | 42%* | $53* | $340 / $523 |
| Garage door | 31% | $49* | $676 / $741 |
Booking rate: ServiceTitan platform data, June 2022.1 LSA cost per lead: ad-account data from 888 contractors, February 2026.4 Booked call worth: Isoline trade value model, base case, Charlotte-area search mix.10 *ServiceTitan doesn't break out pest control, so the row uses its all-trades rate; its lead cost is the blended average across all trades. Plumbing uses the May 2026 figure from LSA data on 1,011 businesses.11 Garage door lead cost comes from a sample of 12 contractors.12
The Benchmarks tab lists each figure with its date, source and a quality label, from strong platform data to a 12-contractor sample. You can change the booking-rate benchmark there and every tab follows.
What do the trade lines on each tab measure?
Each trade earns differently, so each tab adds a few lines next to its year summary.
HVAC: replacement close rate and members
Repair calls keep the trucks busy; replacements and maintenance plans make the year. The HVAC tab tracks replacement estimates run, replacements sold and the close rate, plus active members at month end and net new members. A common plan price is $200 a year, the most frequent answer in an ACHR News survey of 100 contractors.13
Plumbing: after-hours calls
Calls after 6 p.m. and on weekends get their own lines: calls, booked jobs, booking rate and the share of all calls that came after hours. In ServiceTitan's June 2022 data, small shops booked about 9% of calls after 6 p.m., across trades.1 Those lines show what an answering service or on-call rotation is worth in booked jobs.
Pest control: recurring accounts and cancels
Most of a pest call's value is the plan. Our trade value model puts a booked pest call at $340 on the first job and $523 over 12 months.10 The tab tracks new recurring accounts, cancels, net accounts, cost per new account and the monthly cancel rate. Rentokil reported 80.5% yearly customer retention in North America for 2025, which works out to about 1.8% of accounts cancelling each month.14
Garage door: repairs and new doors
Most garage door calls are spring jobs and repairs, and the bigger tickets come from new doors and openers. The tab splits booked jobs between the two and tracks the close rate on new door and opener appointments. A spring job averages about $420 and an opener install has a median of $996.15,16
What comes after the scorecard?
Fill it in for a month. The Growth Program fills it in from your own field software and reports booked jobs and revenue by source every month.
The first step is the free map scan: your main money search at 49 spots, 3.3 miles apart, out to about 10 miles each way, with who wins each spot, back in 2 business days. To work one month's numbers first, the cost per booked job calculator runs the same math in your browser.
Questions owners ask
Is the scorecard free, and do I need to give an email?
It's free, and there's no form. The download link on this page goes straight to the file.
Does the spreadsheet send my numbers anywhere?
No. The file has no connections, macros or links that send data. What you type stays in your copy, and Isoline Growth never sees it unless you choose to share it.
Can I use it in Google Sheets?
Yes. In Google Sheets, choose File > Import, then Upload, and pick the file. The formulas work there too.
What counts as a booked job?
A call that ended with a job or an in-home estimate on the schedule. Take the count from your field software by lead source, and count the same way every month.
I run two trades. Which tab do I use?
Use both. Each tab runs on its own, with the same formulas and its own benchmark and trade lines. For a trade that isn't listed, use the closest tab and change its booking-rate benchmark on the Benchmarks tab.
Why compare with 2022 booking rates?
They're the largest published booking-rate figures by trade we could find: ServiceTitan's data from more than 3,000 trades businesses in June 2022. Use them as a starting point. Your own month-to-month trend says more about your business.
Sources
The spreadsheet's formulas: booking rate = booked jobs ÷ calls or leads; cost per lead = spend ÷ calls or leads; cost per booked job = spend ÷ booked jobs; revenue per booked job = revenue ÷ booked jobs; the benchmark gap is booking rate minus the trade benchmark, in percentage points. Agency fees count in the Total row only. Booking-rate benchmarks are ServiceTitan platform data for June 2022 (more than 3,000 trades businesses); lead costs are a marketing agency's published contractor account data from early 2026; the value of a booked call comes from our trade value model (v1.0, October 2026), whose job-mix shares and several margins are labeled assumptions.10 Software steps for Housecall Pro and ServiceTitan follow their help centers as of October 2026; Jobber's report and column names follow its help center (updated July 25, 2025); for FieldRoutes we name reports only. The example numbers are invented for illustration. Every formula in the workbook was recalculated in LibreOffice with no errors before publishing.
- Call booking rates: data from 3,000+ trades businesses. ServiceTitan, Oct 2022. www.servicetitan.com/blog/data-call-booking-rates
- Home Services Lead Conversion Benchmarks Report 2026. Invoca, Jul 2026. invoca.com/reports/the-invoca-home-services-lead-conversion-benchmarks-report-2026
- How leads work. Google Local Services Ads Help, accessed Oct 2026. support.google.com/localservices/answer/7195435?hl=en
- Google Local Service Ads cost per lead by trade (888 contractors, February 2026; blended $53, book rate 43.9%). SearchLight Digital, Mar 9, 2026. searchlightdigital.io/google-local-service-ads-cost-per-lead/
- Marketing Dashboard ROI table. Housecall Pro Help Center, accessed Oct 2026. help.housecallpro.com/en/articles/14890593-marketing-dashboard-roi-table
- Lead source report. Jobber Help Center, updated Jul 25, 2025. help.getjobber.com/en/articles/lead-source-report/
- Marketing Scorecards. ServiceTitan Help, accessed Oct 2026. help.servicetitan.com/docs/marketing-scorecards
- Campaign Summary report template. ServiceTitan Help, accessed Oct 2026. help.servicetitan.com/docs/campaign-summary-report-template
- How FieldRoutes customers are adjusting in an erratic economy (names the Cancellation and Cancellation Subscription reports). FieldRoutes, accessed Oct 2026. www.fieldroutes.com/blog/fieldroutes-customers-adjustments-economy
- What a booked call is worth, by trade (Isoline trade value model v1.0: job mix per search, Charlotte-area search weights, sourced tickets and margins). Isoline Growth, Oct 2026. www.isolinegrowth.com/tools/cost-per-booked-job/#value
- Google Local Service Ad benchmarks (SearchLight, 1,011 businesses). The Data-Driven Trades, May 2026. thedatadriventrades.substack.com/p/google-local-service-ad-benchmarks
- Garage door marketing guide 2026 (SearchLight sample of 12 contractors). Enrich Labs, 2026. www.enrichlabs.ai/blog/garage-door-marketing-complete-guide-2026
- Homeowners, contractors mutually support maintenance agreements (survey of 100 contractors). ACHR News, Dec 12, 2023. www.achrnews.com/articles/153922-homeowners-contractors-mutually-support-maintenance-agreements
- Preliminary results FY2025 (North America customer retention 80.5%). Rentokil Initial plc, Mar 2026. www.investegate.co.uk/announcement/rns/rentokil-initial--rto/preliminary-results/9459207
- Garage door spring replacement cost (average $420). This Old House, Mar 10, 2026. www.thisoldhouse.com/garages/garage-door-spring-cost
- Garage door opener installation cost (median $996, 193,346 invoices). A1 Garage Door Service, Sep 1, 2026. a1garage.com/garage-door-opener-installation-cost/