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What can you afford to pay for an enquiry?
Most firms can say what they spend and how many enquiries it brings in. Far fewer have worked out the most an enquiry can cost before it loses money. Four figures you already know are enough to find out.
Your four figures
The sums run in your browser. Nothing is stored or sent anywhere unless you submit your details for the full breakdown, or take your figures to the contact form below.
Results
Your ceiling
You can afford to pay up to
£600
per enquiry before it costs more than it brings in.
- What you pay per enquiry now
- £80
- What you pay for each new client
- £400
- For every £1 you spend
- £7.50 back
You are £520 inside your ceiling on every enquiry. There is room to pay more for an enquiry, and buy more of them, before the sums stop working.
Enter all four figures to see what they say. Each needs to be more than nought, and the percentage no more than 100.
The rest of the breakdown
What you pay per enquiry and per client now, what comes back for every pound you spend, and whether you are inside your ceiling. Leave your details and it appears here.
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How the sums work
The ceiling is the value of a client multiplied by the share of enquiries that become clients. It is the number almost nobody calculates, and it is exactly what you need before setting a Google Ads bid or judging an agency report: any cost per enquiry below it makes money on the marketing, any cost above it loses money on every enquiry, however busy the phones sound.
One honest caveat. The ceiling is a break-even on marketing spend against fee income. It takes no account of what delivering the work costs you, so treat it as the absolute most you could ever pay, not as a target to spend up to.
Next step
If the numbers are the wrong way round
That is usually fixable, and finding out why is what the free audit is for.A written audit of your site, your rankings and your ad account, back within five working days, plus a call to walk through it.
Get your free auditYour four figures go with you and appear on the contact form in a summary you can check, change or remove before you send anything.