The missed call
The ad works, the phone rings, you are on a roof. The lead calls the next name. A text from your number in 60 seconds is the cheapest fix in the chain.
- 2:18Missed call
- 2:19Text from your number
- 2:21Job booked
Demand · Ads
The ad math, with your numbers.
Every ad network sells the same chain: an image gets shown, a thousand showings cost a CPM, some viewers click, some clickers become leads, some leads become jobs. Move any number and every number after it moves.
Impressions are views of the ad. CPM is the price of 1,000 impressions. CTR (click-through rate) is the share of impressions that become clicks. “With the responder” means with an AI assistant that texts every new lead back from your number within 60 seconds; it changes only the booked rate.
Starting numbers
The starting numbers are examples, not promises. Type in your own ad account's numbers and every step recalculates.
From spend to revenue
DollarsWith the responderToday
Spend$6,000
Impressions428,571
Clicks5,143
Leads154
Jobs54with the responder31today
Revenue$64,800with the responder$37,029today
CPM $14CTR 1.2%Lead rate 3%Booked 20% · 35%Job value $1,200Bar sizes: counts (impressions, clicks, leads, jobs) use a logarithmic scale so that small and large numbers both fit; dollar amounts use an ordinary scale.
The adMonthly spend$$0$30,000
The adCPM, $ per 1,000 impressions$$0$40
The adCTR, % of impressions that click%0%8%
The leadLead rate, % of clicks that become a lead%0%20%
The jobBooked rate today, % of leads that become jobs%0%100%
The jobBooked rate with the responder%0%100%
The jobAverage job value$$0$5,000
The starting numbers are examples, not promises.
Today
- Jobs
- 31
- Revenue
- $37,029
- Cost per booked job
- $194
With the responder
- Jobs
- 54
- Revenue
- $64,800
- Cost per booked job
- $111
Difference
+$27,771
+23 jobs a month
Revenue with the responder minus revenue today, from the same ad spend.
How the chain is calculated
- 1Impressions = 428,571
$6,000 ÷ $14 CPM × 1,000 - 2Clicks = 5,143
428,571 impressions × 1.2% CTR - 3Leads = 154
5,143 clicks × 3% lead rate - 4Jobs today = 31
154 leads × 20% booked - 5Jobs with the responder = 54
154 leads × 35% booked - 6Revenue = $37,029 · $64,800
jobs × $1,200 average job value
A note on the numbers
The example numbers are starting points, not promises. Replace them with your account's numbers and every step recalculates. The “with the responder” number changes one thing only: the share of leads that turn into jobs, because a lead answered in 60 seconds books more often than one answered tomorrow. The example is an assumption, not a measurement.
After someone clicks the ad
Where the money leaks after the click.
The slow reply
A form lead answered tomorrow is half as likely to book as one answered now. The responder answers now, within the permissions you set.
Answered within a minute
Answered tomorrow
No follow-up
Most leads say yes on the second or third touch. Day 2, 5 and 10, with something useful to say, then it stops.
- 2Day 2
- 5Day 5
- 10Day 10
- Stops when they answer
Send me your numbers.
Last month's spend, leads and booked jobs. I'll put them in the chain and tell you which link to tighten first.
To: +1 (424) 504-0908
Hi. I saw the ads page on miscsubjects.com. Last month's spend, leads and booked jobs:
Monthly spend: $6,000
CPM: $14
CTR: 1.2%
Lead rate: 3%
Booked rate today: 20%
Booked rate with the responder: 35%
Average job value: $1,200
The chain: 428,571 impressions, 5,143 clicks, 154 leads, 31 jobs today, 54 with the responder.
The text message includes your numbers.
Your numbers:
$6,000 · CPM $14 · CTR 1.2% · Lead rate 3% · Booked 20% → 35% · Job $1,200
Difference+$27,771
Send me your numbers