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How much should a contractor pay per booked appointment?

Updated October 8, 2026 · By the LiveWireCalls team

IN BRIEF

The short answer

A booked appointment is worth your average job value multiplied by your close rate. Multiply that by your gross margin to get your break-even cost per appointment, the most you could pay before an appointment loses money. For example, a $9,000 job closed 30% of the time is worth $2,700 per appointment, and at a 40% margin you break even at $1,080.

  • Value per appointment = average job value × close rate.
  • Break-even cost = value per appointment × gross margin.
  • Use show rate too if many appointments don't happen.
  • Pay well below break-even to leave room for profit.

The formula

StepFormulaExample
Value per appointmentAverage job value × close rate$9,000 × 30% = $2,700
Break-even costValue per appointment × gross margin$2,700 × 40% = $1,080
Adjust for no-showsBreak-even × show rate$1,080 × 80% = $864

What changes the number

Higher-ticket trades such as roofing, foundation repair and remodeling can afford more per appointment than lower-ticket work. A better close rate raises what every appointment is worth, which is why confirmation calls, fast follow-up and a strong first visit matter as much as the marketing.

QUESTIONS

Common questions.

01Is cost per appointment the same as cost per lead?+

No. Many leads never become appointments. Cost per booked appointment shows what you paid for visits that actually got on the calendar.

02Can I try this with my own numbers?+

Yes. The calculator on the LiveWireCalls contractor page runs this math with your job value, close rate and margin.

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More answers

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