Overview

Where the leads come from, and what they're worth · rolling window

Two products, one engine. Broker a channel mix for day-one cash — quality anchors blended with margin, the way the whole industry already sells. Then resurrect the appointment product ($300–350 a set, proven demand, killed only by manual-dial labor) using AI to set and qualify. We measure on cost per set appointment — spend against the appointments clients actually book from our leads — with cost per sold job as the north star behind it.

Cost / set appointment

$134 ▼ better

28 client-set appointments · what it costs us to deliver a bookable lead

Cost / sold job

$418

9 jobs won · north star

Appt → job

32.1%

close rate on what we deliver

Gross lead value

$10,140

2.70× on spend

Spend

$3,759

Gross margin

$6,381

Rejection rate

13.0%

dup-in-30d + quality

Lead → job funnel

drop-off at each stage

90Leads

114Placed

68Contacted

28Appt set

24Demo

9Jobs won

Lead value by vertical

$10,140

bath$4,730

window$2,160

siding$1,750

roofing$1,500

✦ Insight

$134

Break the trade-off between margin and quality — that's the whole edge.

In a $767k operator P&L we reviewed, no channel wins outright: search brings quality at thin margin, affiliate brings margin at thinner quality, so they sell a blend. We feed client disposition data back into targeting so AI-generated social and affiliate start to set like search — collapsing the compromise. The appointment product they ran for years at $300–350 died on manual-dial labor; AI set + qualify is what makes it profitable now. See the channel benchmark →

Vertical scoreboard

ranked by lead value

Vertical	Leads	Avg CPL	Spend	Revenue	Margin	Appt-set	Cost / set appt	Sold rate	Cost / sold job
bath	41	$34	$2,368	$4,730	$2,362	17.1%	$338	4.3%	$789
window	19	$40	$767	$2,160	$1,393	50.0%	$81	16.7%	$256
siding	18	$33	$599	$1,750	$1,151	35.7%	$93	21.4%	$200
roofing	12	$85	$1,017	$1,500	$483	16.7%	$507	0.0%	—

Where leads come from

owned generation vs. buy-side arbitrage

Source	Type	Leads	Spend	Revenue	Avg quality	Rejection
Adopt-a-Contractor	affiliate	24	$1,106	$2,965	50	3.2%
Owned — Meta Bath (TX)	owned	25	$1,663	$2,845	57.2	16.0%
Intent Labs	affiliate	23	$1,035	$2,240	60.9	21.9%
Owned — Storm Signal (roofing)	owned	10	$951	$1,250	54.3	0.0%
Owned — Meta Window (FL)	owned	8	$381	$840	61.1	12.5%