Skip to content
More Tile Jobs logo: tile squares rising into a blue growth arrow

Free tool

Tile marketing calculator

Work out what your marketing costs per inquiry, per estimate and per booked job, then see what is left after direct job costs and spend.

How to use it

  1. Pick one group of inquiries, such as everything that came in during a single quarter.
  2. Enter the total marketing spend for that group and the results that came from those same inquiries.
  3. Estimates and booked jobs must come from the inquiries you counted, even if the work was booked or finished later.
  4. Press Calculate. Change any field and the results clear so old numbers never sit beside new inputs.

Enter your numbers

Money in dollars

Ads, lead fees, software, agency fees and anything else paid to get these inquiries.

Contract value of the booked jobs only.

Materials, installer labor and other costs tied to those jobs. Leave company overhead out.

Counts from the same inquiries

Distinct project inquiries, qualified or not. Count repeat contacts for the same project once.

Projects from this group that received a quote. Count revisions once. Cannot exceed inquiries.

Estimated projects from this group that booked. Count each project once. Cannot exceed estimates.

Results

Results appear here after you press Calculate.

The formulas

Cost per inquiry
Total marketing spend divided by inquiries
Cost per estimate
Total marketing spend divided by estimates
Cost per booked job
Total marketing spend divided by booked jobs
Booking rate
Booked jobs divided by inquiries
Gross profit
Revenue minus direct job costs
Contribution after marketing
Gross profit minus total marketing spend
Marketing return
Contribution after marketing divided by total marketing spend

When a formula would divide by zero, the calculator says so instead of showing zero or an endless number.

Reading the results honestly

Cost per booked job is only useful next to the profit those jobs leave behind. A cheap job that barely covers materials and labor is not a good result.

Small counts swing wildly. A handful of booked jobs can make cost per job look great or terrible, so treat one short period with caution.

This tool does not compare you against any industry average. Your own numbers, tracked the same way each period, are the useful comparison.

Contract value and estimated direct costs give a projection, not realized profit. Use comparable completed work and actual costs when reviewing realized results. A deposit alone is not the full value of a project.

Keep going

Want a second set of eyes on your numbers?

Send us your site and recent results and we will tell you what we see.

Get a free audit
CallFree Audit