ROI Scenarios
These scenarios show how the numbers can work for your business based on different performance levels. All figures use a job value of £140 and a mid-range cost per lead of £9.
Note: These are estimates based on typical industry performance, not guarantees. Early performance may vary while the campaign is optimized (typically 4–8 weeks).
Scenario 1 – Conservative (20% conversion)
This is the cautious baseline. Even if a significant portion of leads do not follow through, the system is still returning more than it costs.
| Monthly Ad Spend | Jobs Booked | Revenue | Total Cost* | Net Return |
|---|---|---|---|---|
| £300/month | ~7 jobs | £980 | £827 | £153 |
| £600/month | ~13 jobs | £1,820 | £1,127 | £693 |
| £900/month | ~20 jobs | £2,800 | £1,427 | £1,373 |
Scenario 2 – Realistic (40% conversion)
This is the working figure we have used for planning. High by general industry standards, but justified given the nature of the service.
| Monthly Ad Spend | Jobs Booked | Revenue | Total Cost* | Net Return |
|---|---|---|---|---|
| £300/month | ~13 jobs | £1,820 | £827 | £993 |
| £600/month | ~27 jobs | £3,780 | £1,127 | £2,653 |
| £900/month | ~40 jobs | £5,600 | £1,427 | £4,173 |
Scenario 3 – Strong Performance (60% conversion)
Based on Chris's experience and how quickly the system responds to new leads, this scenario is very much within reach once the campaign is properly up and running.
| Monthly Ad Spend | Jobs Booked | Revenue | Total Cost* | Net Return |
|---|---|---|---|---|
| £300/month | ~20 jobs | £2,800 | £827 | £1,973 |
| £600/month | ~40 jobs | £5,600 | £1,127 | £4,473 |
| £900/month | ~60 jobs | £8,400 | £1,427 | £6,973 |
*Total cost includes subscription (£297), ads management (£200), ad spend, and estimated usage fees (£30).
Additional Income Streams
The figures above only account for new business from ads. Your total growth includes four additional streams that build quietly in the background:
- Repeat bookings: Gas safety certificates renew every year. A conservative 80% of your customers will rebook, adding significant recurring revenue by Year 2.
- Referrals: Professional service and fast response typically see 20–30% of customers refer others. This produces high-value jobs at zero extra cost.
- Additional work on site: Repair visits often surface other issues (service recommendations, system checks), typically adding 15–20% on top of the base job value.
- Reactivating CPHG Clients: You have a list of people who know your work. The system can send targeted campaigns (reminders, seasonal offers) to drive extra bookings with zero ad spend.
In total, these streams conservatively add 30% to 50% on top of the revenue figures above within the first 12 months.
