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Pay per appointment calculator
This calculator is for agencies that charge clients on a pay per appointment basis. It works out what each appointment costs you to produce and the profit your fee leaves.
Your profit per appointment
Enter your fee, your cost per lead and the share of leads that book.
Profit per appointment
- Your cost per appointment
- Your margin
- Leads bought for each paid appointment
- Monthly profit
- Monthly ad spend
- Value of an appointment to the client
- Client's return on your fee
This tool runs in your browser. Nothing you enter is sent or stored.
What is pay per appointment lead generation?
Pay per appointment lead generation is a pricing model in which an agency is paid a fixed fee for every sales appointment it books for a client. The agency pays for the ads, the funnel and the follow-up, and the client pays only when an appointment appears on the calendar.
The model moves the risk to the agency. A roofing company that pays per appointment knows its cost in advance, and the agency keeps whatever it saves by producing appointments efficiently.
How do you work out your cost per appointment?
Your cost per appointment is your cost per lead divided by the share of leads that book. Leads at 25 each with a 30% booking rate cost 83.33 per booked appointment.
When the client pays only for appointments that are attended, divide again by the show rate. At a 75% show rate the same appointment costs 111.11, because one booking in four earns nothing. This is the real appointment setting cost, and it is the figure your fee has to beat.
How should appointment setting pricing be set?
Appointment setting pricing should sit above your cost per appointment and well below what an appointment is worth to the client. The first limit keeps you in business, and the second keeps the client.
An appointment's value to the client is their average sale multiplied by their close rate. A remodeler who closes one appointment in four at 8,000 earns 2,000 of revenue from each one. Add the client's numbers to the calculator to see the return they make on your fee, which is the strongest figure in a pricing conversation.
Which number improves your margin fastest?
Your booking rate improves your margin fastest, because it divides every other cost. Moving from 30% to 40% in the example cuts the cost of a booked appointment from 83.33 to 62.50 with no change in ad spend.
The booking rate depends on who fills in the form and what they are asked. Agencies on GoHighLevel use Growform for this step. A multi-step form embedded in the funnel asks about the job before the contact details, and the lead arrives in HighLevel by webhook with every answer attached. Track the other half of the equation with the no-show rate calculator.
How to use the pay per appointment calculator
Enter cost per lead
Take the ad spend for this client and divide it by the leads it produced.
Enter your booking rate
Divide booked appointments by leads. The profit on each appointment appears at once.
Add what applies
Show rate, monthly volume and the client's own numbers are optional, and each one adds a line to the results.
How Growform protects your margin per appointment
On this pricing model, every lead that fails to book is a cost you carry alone.
- Leads describe the job before they book.
Buttons and sliders collect the project, the budget and the timing in a few taps.
- Poor fits are stopped in the form.
Disqualification rules act on the answers, so renters and out-of-area leads never reach your setters.
- Phone numbers are checked as they are typed.
Twilio Lookup validates each number in real time on the Professional plan and above.
- The form drops into your GoHighLevel funnel.
One embed snippet places the form on the page, and an inbound webhook creates the contact.
Frequently asked questions
Should I charge per booked or per attended appointment?
Clients prefer to pay for attended appointments, and agencies carry less risk when paid per booking. If you charge per attended appointment, price from the cost that includes your show rate.
How is this different from pay per lead?
Pay per lead charges for the enquiry, and pay per appointment charges for a confirmed meeting. The appointment is worth more to the client, so the fee is higher and the agency does the work of booking.
What margin should an agency aim for?
Aim for a margin that survives a weak month. Test your fee in the calculator with a higher cost per lead and a lower booking rate, and check that the profit stays positive.
Can I use this for a retainer client?
Yes. Divide the retainer by the appointments you deliver in a month and enter the result as the fee. The calculator then shows your profit on each appointment under the retainer.
Why this tool is different
This is written for the agency side of the deal, where most appointment pricing content is written for the client.
- Cost per appointment is built from cost per lead and booking rate, and the show rate is applied only if you are paid for attended appointments.
- The fee is drawn as a split bar of cost and profit, so a thin margin is visible before a slow month finds it.
- The client's sale value and close rate show the return they make on your fee, which is the number to bring to a pricing conversation.
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