Leads and follow-up. Reviewed October 29, 2026
Average ticket
Also called: Average job value, AOV
Average ticket is the average revenue per completed job, and it is the number that decides how much a business can afford to pay for a lead.
In practice
A roofer with an $8,000 average ticket and a 30 percent close rate can pay $200 for a lead and be glad. A drain cleaner with a $200 ticket cannot pay $50. The same channel is a bargain for one and ruinous for the other.
Know it per service, because the marketing for the $8,000 job and the $200 job should not share a budget.
Related terms
- Cost per acquisitionCost per acquisition is what it costs in marketing to win one paying customer, which for a contractor means a booked and completed job, not a lead.
- Customer lifetime valueCustomer lifetime value is the total revenue, or profit, one customer brings over every job they book, which is why a maintenance plan customer is worth far more than a one-time repair.
- Close rateClose rate is the share of estimates or quotes that become paid jobs.
Go deeper
More leads and follow-up terms
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