How many leads do I need?
Start with the money you want each month and work back to jobs, leads and calls. Then see how many of those calls have to come from Google.
Guessing this one? We'll set up call and form tracking so you know exactly where every lead comes from.
Get tracking set up →leads a month, about 28 a week
That's 47 new jobs a month at $450 each, after 30% of your revenue comes from repeat customers.
14 leads a week have to find you on Google.
Most of those start on the map, where Google shows three businesses. The fewer places you're in that three, the more of them go to whoever is.
Your numbers only. We don't guess your share of calls.
How it's calculated
Work backwards from the money. Take out what repeat customers already bring, divide by your average job, then divide by how many leads you win.
new jobs = revenue goal × (1 − repeat share) ÷ average job
leads = new jobs ÷ close rate
from Google = leads × share from Google
With your numbers: $30,000 × 70% ÷ $450 = 47 jobs. 47 ÷ 40% = 118 leads. 118 × 50% = 59 from Google. All rounded up.
The three calculators work together:1. Leads you need2. What a lead costs3. Your budget
Your Google leads live on this map
This business is top 3 mostly near its own door. Everywhere else, the calls go to someone else. The free scan draws your real map and names who takes each place.
Top 3 · 17 4–10 · 20 11–20 · 21 Not there · 23
Why work it out this way
Most owners know their revenue goal and have a feel for their close rate. Few know how many enquiries a week that adds up to, so marketing gets judged on a feeling. Once you have a weekly number, you can check it: count the calls and forms each Friday.
If the gap is big, there are only three levers: more leads, a better close rate or bigger jobs. Move the sliders to see which one changes your week the most.
Stop guessing where your calls come from
Most owners can't say how many leads Google sent them last month. We set up tracking on your website and Google profile so every call tap and form is counted, by source, and the numbers show up next to your map.
- Google Analytics 4 and Tag Manager set up or fixed
- Call taps, form sends and booking clicks counted as leads
- Leads by source in your Am I found? dashboard, next to your map
We won't tell you a "normal" close rate
It swings too much by trade, price and how fast you answer the phone for a borrowed average to be useful. Use your own: count last month's calls and forms, then the jobs you won from them. That number beats any benchmark.
Calls from Google are countable
Am I found? is built by Lightning, a performance marketing agency in Central Florida. For one senior living client, Lightning's team counted 166 phone calls generated from Google in under six months. Count yours the same way, and this calculator tells you whether it's enough.
How Am I found? helps
Where the calls go
Every Sunday we search Google Maps from 81 places around you and show the places you're top 3 and who is where you're not.
What to fix first
A short fix list in plain English, quick wins first, so more of those places turn green.
Every Tuesday
One email with what moved, who took your place and the next thing to do.
Plans from $75 a month per location. Start with the free scan.
Questions
How do I calculate how many leads I need?
Take your monthly revenue goal, subtract what repeat customers bring, divide by your average job value to get new jobs, then divide by your close rate. The calculator above does it as you move the sliders.
How many leads turn into sales?
Only your own records can say. Count last month's calls and forms, then the jobs you won from them. Recheck it every quarter.
How many leads should I get from my website?
Set the "from Google" slider to the share you get from search, and that's your target. For most local businesses a lot of it comes from the map listing rather than the website itself.
Why does my Google Maps ranking change my lead count?
Google shows three businesses on the map for most local searches, and the ranking changes from street to street. The more places you're in that three, the more searches can reach you.