Contractor Marketing
How Many Leads Does a Contractor Need Per Month?
Most contractors need roughly 20–40 qualified leads per month to keep a small crew consistently booked — but the real answer depends on your average job value and close rate. A business doing €10k+ projects needs far fewer high-intent leads than one doing €500 callouts. Below is the exact formula to work out your number.
The formula
Qualified leads needed = (revenue goal ÷ average job value) ÷ close rate ÷ lead-to-appointment rate.
Worked example for a €40,000/month target:
- €40,000 ÷ €8,000 average job = 5 jobs needed
- 5 ÷ 40% close rate = 13 appointments
- 13 ÷ 60% lead-to-appointment rate = ~21 qualified leads/month
It's about qualified leads, not form-fills
Volume is a vanity metric. Fifty low-intent enquiries that turn into endless quoting will earn you less than ten genuine projects with budget and timeline. When you measure lead generation, measure qualified leads and cost-per-booked-job — not raw clicks or form submissions.
How to hit your number predictably
The contractors who stay booked don't buy more shared leads — they run a system: targeted ads for exclusive enquiries, automatic qualification for project type, budget and timeline, and instant follow-up so leads are booked while intent is hot. That's the B.I.G System approach to contractor lead generation.
Frequently asked questions
How many leads does a contractor need per month?
Most contractors need roughly 20–40 qualified leads per month to keep a small crew booked. The exact number depends on your average job value and close rate: a business doing €10k+ projects might need only 15–25 genuine enquiries, while a high-volume callout business needs more. Always count qualified leads, not raw form-fills.
What's the formula to calculate leads needed?
Leads needed = (monthly revenue goal ÷ average job value) ÷ close rate ÷ lead-to-appointment rate. Example: a €40k/month goal at €8k average jobs = 5 jobs; at a 40% close rate that's ~13 appointments; at a 60% lead-to-appointment rate that's ~21 qualified leads per month.
Why do qualified leads matter more than total leads?
A page full of cheap, low-intent form-fills keeps you busy quoting jobs that never close. Ten qualified leads (right project, budget and timeline) will out-earn fifty unqualified ones, and waste far less of your team's time.
How do I get more qualified leads?
Run your own targeted ads (so the leads are exclusive, not shared), qualify every enquiry automatically for project type, budget and timeline, and follow up within minutes. That's the system Only Big Jobs builds for contractors.
Related: Lead Generation for Contractors (full guide) · AI Lead Generation for Contractors