Why is cost per booked job a better metric than cost per lead?

Cost per lead only counts what showed up; cost per booked job counts what you can deposit. Two channels can both deliver leads at $60 each, but if one closes at 40 percent and the other at 10 percent, your real cost per booked job is $150 versus $600, and the cheap-looking channel is the expensive one.

Tracking it requires call tracking, a CRM or job board that records outcomes, and someone marking which leads turned into work. Once you have that in place, budget decisions stop being arguments and start being math.

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