Required Leads Calculator
How many leads your revenue goal actually requires — and what that costs.
Your numbers
Your result
- Revenue needed from new customers
- $1,400,000
- Sales needed per year
- 778
- Sales needed per month
- 65
- Appointments needed per month
- 144
- Leads needed per month
- 222
- Leads needed per week
- 55
- Lead-to-sale conversion
- 29.3%
- Marketing budget required (annual)
- $226,021
- Marketing budget per month
- $18,835
- Marketing as % of revenue goal
- 11.3%
- Gross profit from new revenue
- $588,000
222 leads a month to hit 2000K
The required budget is 11.3% of your revenue goal, which is high. Improving the funnel is cheaper than buying volume: raising close rate from 45% to 55% cuts required leads by about 18%.
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What this number actually tells you
A revenue goal without a lead number is a wish. This runs the funnel backwards: revenue, average ticket, sales required, appointments required, leads required, and the budget it takes at your current cost per lead.
It also exposes the cheapest path to your goal. Two businesses with the same target need very different lead volumes depending on booking rate and close rate. Improving those costs nothing and lowers the budget for everything.
Run this before you set a marketing budget. Most budgets are chosen by comfort level, then blamed for missing a goal they were never large enough to hit.
How the math works
- 01Revenue from new customers = revenue goal × (1 − share from existing customers).
- 02Sales needed = new-customer revenue ÷ average job value.
- 03Appointments needed = sales ÷ close rate %.
- 04Leads needed = appointments ÷ booking rate %.
- 05Budget = leads × cost per lead. Lead-to-sale % = booking rate × close rate.
What to do with the answer
- Convert the annual number to weekly and track it weekly. Monthly tracking finds the miss too late.
- Before increasing the budget, test the funnel levers: booking rate is usually the most neglected number in the whole chain.
- Sanity-check capacity. Leads that produce more work than you can deliver damage the business.
- Compare required budget to 5–10% of revenue. Well above that means the funnel or the ticket size needs work first.
Want someone to read these numbers with you?
The Growth Assessment is a 30-minute conversation about what your numbers are telling you and what to fix first. No pitch deck, no PDF.
Schedule Your Growth Assessment Or call (737) 888-0415Questions owners ask about this
How many leads do I need to hit my revenue goal?
Divide the revenue you need from new customers by your average job value to get sales, divide by close rate to get appointments, then divide by booking rate to get leads. The tool above does it and gives you monthly and weekly targets.
What percentage of revenue should go to marketing?
Established small service businesses typically spend 5–10% of revenue, higher when actively growing or in a competitive market, lower when referral and repeat business carry the load. What matters more is whether the spend clears your break-even ROAS.
What's the difference between booking rate and close rate?
Booking rate is the share of leads that turn into a real appointment or estimate — it measures speed and follow-up. Close rate is the share of those appointments that buy — it measures selling and pricing. Owners often blame lead quality when the booking rate is the actual problem.
Use these next
Profit & Pricing
Revenue Goal Calculator
Work backwards from the income you want to the revenue, jobs and leads it takes.
Marketing & Sales
Conversion Rate Calculator
Stage-by-stage funnel conversion, plus what a few points are worth in dollars.
Marketing & Sales
Lead Value Calculator
What one lead is worth in gross profit — and the most you should ever pay for one.
Marketing & Sales
CAC Calculator
What a customer costs you across marketing, sales and fees — and your payback period.