Cost per booked job is total channel spend divided by the number of jobs actually signed from it, rather than by leads or appointments generated.
Judging channels on cost per lead systematically favors the channels producing the worst leads. This is the number that decides whether spend was worth it.
The failure of cost per lead is that it rewards volume regardless of quality. A source producing leads at a third the price and closing at a fifth the rate wins on the metric and loses on the bank account, and it will keep winning for as long as the metric is the one on the dashboard.
Getting the number requires tracking that survives past the form, which means the CRM rather than the ad platform. Platforms report what they can see, and what they can see ends at the conversion event. Everything that decides whether the money worked happens after that.
Pair it with revenue per booked job before drawing conclusions. A channel with a higher cost per job that brings larger projects can be the better channel, and a cheap source of small jobs can occupy the same crew hours for less money. Cost alone ranks channels; cost against ticket ranks them correctly.
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