What Is CPA (Cost Per Acquisition)?
Cost per acquisition (CPA) is the fully loaded cost to win one new roofing customer, combining what you spent on leads or appointments, marketing, and sales team time, divided by the number of jobs actually signed.
$300 setup + $199 per booked appointment.
Cost per acquisition (CPA) is the fully loaded cost to win one new roofing customer, combining what you spent on leads or appointments, marketing, and sales team time, divided by the number of jobs actually signed.
CPA (Cost Per Acquisition) explained
CPA sits one level broader than cost per booked job (CPB). CPB counts only the lead or appointment spend behind one signed job. CPA folds in the sales team's time and any additional marketing spend tied to that same funnel, giving a more complete picture of what a customer actually costs to acquire.
The Lead Giants publishes a customer-acquisition-cost calculator using this same math under a different name, one of the only publicly available CPA tools this research found in the category. No appointment-setting seller was found publishing an interactive CPA calculator of its own, which is a confirmed content and product gap.
CPA also changes shape by segment because sales-cycle length changes how much labor cost gets folded in. A 3 to 12 month commercial sales cycle stacks far more rep time and follow-up cost into CPA than a 1 to 3 day storm-restoration close, even if the lead or appointment spend behind each is similar.
Why it matters when you're buying
Compare vendors and channels on CPA, not sticker price. A cheaper lead that takes your team three times longer to close, especially in a slower segment like commercial or retail, can carry a higher real acquisition cost than a pricier, pre-qualified appointment that closes fast.
Frequently Asked Questions
How is CPA different from cost per booked job?
Why does CPA vary so much by roofing segment?
Put the playbook to work
VA Horizon books qualified Roofing appointments and builds the systems behind CPA (Cost Per Acquisition) and the rest of your pipeline.
Book a Roofing Call$300 one-time setup · $199 per booked appointment · No-shows replaced free
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