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Compare your marketing campaign's performance against industry benchmarks. See if your SEO, Google Ads, or combined strategy is delivering the ROI your local
Enter your combined monthly budget for all digital marketing efforts (SEO, Ads, content, etc.).
Default: 2500
How many actual qualified leads (calls, form fills, appointments) do you get per month?
Default: 15
Estimate the average revenue or profit contribution of a single qualified lead.
Default: 150
What's a typical or good Cost Per Lead in your industry? (Research or use agency data).
Default: 120
What percentage of qualified leads typically become paying customers in your industry?
Default: 20
This calculator first determines your current Cost Per Lead (CPL) by dividing your total monthly marketing spend by your monthly qualified leads. It then calculates your estimated monthly revenue from these leads based on your average lead value. Finally, it compares your current CPL to a user-provided industry benchmark CPL and your lead-to-customer conversion rate to an industry benchmark.
A busy medical practice manager wants to see if their current marketing spend is efficient for new patient acquisition.
Current CPL: $166.67. Potential Revenue Gain: $1,200/month if CPL matches benchmark.
With a $2,500 spend and 15 leads, the practice's CPL is $166.67. If they hit the benchmark CPL of $120, they could generate 20.8 leads for the same spend. This means 5-6 extra patients per month, leading to a significant revenue increase, assuming the same lead value.
A plumbing company owner feels they are overpaying for leads and wants to check their campaign's efficiency.
Current CPL: $200.00. Potential Revenue Gain: $1,000/month if CPL matches benchmark.
Spending $4,000 for 20 leads results in a CPL of $200. If the industry benchmark is $100, the company is paying double. Improving their campaigns to hit the benchmark CPL would mean 40 leads for the same budget, directly impacting their bottom line and growth potential.
A restaurant owner running local ads wants to understand if their ad spend is bringing in enough valuable customer leads.
Current CPL: $100.00. Potential Revenue Gain: $750/month if CPL matches benchmark.
A $1,500 spend for 15 leads gives a CPL of $100. If the industry benchmark is $75, there's room for optimization. Reaching the benchmark CPL would mean 20 leads for the same spend. This shows the value of fine-tuning ad targeting and offers to attract more diners.
Skip the spreadsheet
Armitage tracks these numbers automatically across SEO and paid ads. One dashboard. Updated daily. No manual exports.
See your real numbersThis calculator uses simplified formulas to provide an estimate of campaign performance. Industry benchmarks are generalized averages and can vary based on specific niche, geographic location, and seasonality.
Accurate benchmarks can vary widely by specific industry and location. Start by looking at reputable marketing reports from sources like HubSpot, WordStream, or SEMrush for general averages. For more precise data, consider consulting with an agency that specializes in your niche. They often have proprietary data from working with similar businesses, which is far more specific than generic online reports.
If your performance is below average, it's a clear signal that there's room for improvement. This could mean your targeting is off, your ad copy or website content isn't compelling, or your conversion process has friction. It's not a failure, but an opportunity to refine your strategy. Often, small changes to your website, ad creatives, or keyword strategy can lead to significant gains in performance and ROI.
This tool helps you evaluate the performance metrics of any campaign, whether it's SEO, Google Ads, or a combined strategy. It won't tell you to pick one or the other. Instead, it helps you understand the efficiency of your current spend. Smart businesses use both channels together because SEO builds long-term, compounding authority while ads deliver immediate leads. The goal is a combined system that maximizes both immediate and future growth.
You should regularly review your campaign performance. For most local businesses, a monthly or quarterly review is sufficient. This allows enough time for changes to show results and for data trends to emerge. Consistent monitoring helps you identify what's working and what needs adjustment, ensuring your marketing budget is always working as hard as possible for your business.
For local businesses, key metrics include website traffic (especially local searches), conversion rate (leads/calls from website), cost per lead (CPL), average client value (ACV), and customer lifetime value (CLTV). Tracking these helps you understand not just how many leads you're getting, but how profitable those leads are, which is important for sustainable growth. Don't just look at clicks; focus on actual business outcomes.
Armitage monitors your marketing metrics across every channel, every day. Get a free growth audit to see where you stand.
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