In this article, you’ll learn how to:
- Calculate and lower your cost per lead (CPL) so you spend smarter, not more
- Measure your lead-to-booked conversion rate to improve sales efficiency
- Track your website conversion rate to turn more visitors into projects
- Understand your return on ad spend (ROAS) so every dollar is accountable
Introduction
Wilmington contractors know how to measure square footage, board feet, and project timelines down to the day — but when it comes to marketing, most don’t know what numbers to watch. Without the right data, you’re flying blind and potentially wasting budget.
Here are four essential marketing metrics every residential construction business doing $2M+ should track.
1. Cost Per Lead (CPL)
Why it matters: CPL shows how efficiently you’re generating leads across channels (Google Ads, LSAs, Facebook, SEO).
What to do: Calculate monthly spend on each channel ÷ number of qualified leads. Then optimize or shift budget to lower your CPL.
2. Lead-to-Booked Conversion Rate
Why it matters: Getting leads is only half the battle — you need to know how many convert to actual projects.
What to do: Track the number of leads that become paying clients each month. If this rate is low, focus on follow-up systems, nurture emails, and website conversion improvements.
3. Website Conversion Rate
Why it matters: Even with strong traffic, a low conversion rate means missed opportunities.
What to do: Install Google Analytics and measure form submissions, calls, and click-to-call buttons. Aim for at least 3–5% conversion on your service pages.
4. Return on Ad Spend (ROAS)
Why it matters: You need to see exactly how much revenue your ad dollars generate.
What to do: For each ad campaign, measure revenue from booked jobs attributed to that campaign ÷ ad spend. A strong ROAS (5x or higher) means your campaigns are profitable.
Conclusion
Contractors who track these metrics have a clear view of where to invest, what to fix, and how to scale profitably. At Holy Hill Media, we help Wilmington builders set up marketing dashboards and reporting systems so you always know your numbers.
Schedule a free marketing metrics review to see what your numbers are really telling you.
