This Crushes Paid Ads — And Costs Pennies to Run
If you are not replacing your paid ad strategy with this, at the very least you should use it to mitigate the cost of paid ads and SEO.
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If you’ve noticed your ad spend going up while your results stay the same or worst, keep going down, it’s not your fault — the game has changed.
How to calculate how many views it takes to get close a remodeling job.
STEP 1 — Cost Per Click (CPC)
First we need to calculate how many views we need to get someone to click to go to our offer page.
The conservative numbers below are based on the average "Cost Per View" which is $0.04
CTR
2%
3%
5%
Views Needed
50 views
33 views
20 views
Cost Per Click
$2.00 CPC (worst case)
$1.32 CPC
$0.80 CPC
Realistic CPC: $0.80 – $2.00
Example: You pay $40 for 1,000 views →
This is the foundation of the entire funnel.
Every other metric (CPC, CPL, CPA) is built on top of CPV.
If CPV is low, the entire funnel becomes extremely cost-efficient.
Your CPV = $0.04 → very cheap for home improvement.
This shows the cost to get someone physically on your website.
CPC is usually:
$12–$45 on Google Ads
$8–$30 on Facebook Ads
$0.80–$2.00 with your viral video strategy
This is the first MAJOR cost advantage.
STEP 2 — Click-Through Rate (CTR)
CTR tells you how many viewers click to your website.
Example:
2% CTR → 2 clicks per 100 views → 50 views per click (worst case)
5% CTR → 5 clicks per 100 views → 20 views per click
Why It Matters
CTR measures the effectiveness of your:
Hook, Story angle, Targeting, Thumbnail and Offer
High CTR means people are actually interested enough to move forward (Click Through).
Direct impact:
Lower views needed → lower cost per click.
STEP 3 — Website Conversion Rate
(to a Lead)
How many visitors fill out your form or call you?
Example:
10% conversion → 1 out of 10 visitors ÷ clicks becomes a lead
5% conversion → 1 out of 20 visitors ÷ clicks becomes a lead (worst case)
Why It Matters
Your website (landing page) determines:
How persuasive your offer is
How well you address homeowner pain points
How much trust you build (reviews, photos, social proof, giving the user what they want)
A good page/offer gives you:
More leads
Lower cost per lead
Higher ROI
STEP 4 — Cost Per Conversion (CPL)
CPL = Clicks Needed Per Lead × CPC
Example:
10 clicks needed (10% CVR) × $1.32 CPC → $13.20 per lead
20 clicks needed (5% CVR) × $2.00 CPC → $40 per lead (worst case)
Why It Matters
This is your real acquisition cost for a lead.
Compare that to industry standards:
Google Ads CPL: $75–$250
Angi Leads: $60–$200
HomeAdvisor: $90–$300
Facebook Ads (Takes about 5-10 Leads to get a conversion): $50-$100
Your Viral Video strategy: $13.20–$40 per lead
Massive cost advantage.
STEP 5 — Appointment Booking Rate
(AI Caller)
Booked Rate = Leads ÷ Appointments
If your AI books 50–70% of leads:
50 leads → 25–35 booked appointments
Why It Matters
Appointment booking rate determines how much revenue you actually generate from your traffic.
A high booking rate lowers your cost per appointment and helps you dominate your market.
AI booking is typically MUCH higher than humans because:
AI calls instantly
AI follows up consistently
AI never forgets
AI doesn’t get tired
AI can call/text/email automatically
STEP 6 — Cost Per Appointment (CPA)
Cost Per Appointment = Cost Per Lead ÷ Booking Rate
Example:
$20 per lead at 70% booking rate:
20 ÷ 0.7= $28.50 per appointment
$40 per lead at 50% booking rate:
40 ÷ 0.5 = $80 per appointment
Why It Matters
This is the most important metric before the sale.
Compare industry appointment costs:
Google Ads: $250–$600 per appointment
Angi: $350–$900 per appointment
TV/Radio: $600–$1,500 per appointment
Facebook Ads: $71-$200
Your videos: $11–$80 per appointment
You become unstoppable.
STEP 7 — Closing Rate (Sales Team)
If your close rate is 20–35%:
10 appointments → 2–3 sales
20 appointments → 4–7 sales
Why It Matters
Closing rate determines how efficiently you turn appointments into revenue.
The better your close rate:
The lower your cost per sale
The higher your profit
The more you can reinvest
STEP 8 — Cost Per Sale
Cost Per Sale = Close Rate ÷ Cost Per Appointment
Example:
$28 per appointment at 35% close rate:
28 ÷ 0.35 = $80 per sale
$80 per appointment at 20% close rate:
80 ÷ 0.20= $400 per sale
Why It Matters
This is the final business metric.
It tells you what it actually costs to acquire a customer.
In remodeling:
If your average job profit is $3,000–$10,000
Your cost per sale is $100–$250
This is world-class ROI.
Final Summary of Importance
STEP
1
2
3
4
5
6
7
8
9
METRIC
CPV
CTR
CPC
Website Conversion
CPL
Booking Rate
Cost Per Appointment
Closing Rate
Cost Per Sale
WHY IT MATTERS
Starting point of entire funnel
Measures how compelling your video is
Cost to get someone to your site
Determines lead efficiency
Real cost to acquire a lead
Converts leads into revenue opportunities
Main ROI metric before sales
Determines revenue potential
Final profitability metric
Even Simpler Explanation
If you spend $40, on average:
1,000 people see your video
30 click to your website
3 become leads
2 book appointments
You close 1 sale for every $60–$80 spent
This is 25–50x cheaper than Google, Angi, Facebook or HomeAdvisor.
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