Cost per lead vs. cost per job: the metric that actually matters

It's easy to optimize a client's campaign for cost per lead. It's much harder — and far more valuable to that client — to optimize for cost per booked job.

A $40 lead that converts to a $15,000 project is worth more than a $10 lead that never picks up the phone. Before an agency judges a campaign's performance, or reports it to a client, the number that matters is the one that reflects that client's actual business outcome — not the cheapest click.