ProTactiX · Growth Ops
Internal Use Only
Agency CAC / LTV Calculator
Meta ads client acquisition for the PTX Roofing System. Walk the funnel from ad spend to signed client and check the economics against our floor / expected / target benchmarks.
🎯 Meta Funnel Inputs
Ad → landing page → survey → booked appointment → show → close.
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Program floor is $2,000/mo — below that, pause rather than trickle.
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Target $50–$100 · Concerning above $150
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Target 30%+ · Concerning <30%
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Target 50%+ · Concerning <50%
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Target 30%+
💵 Client Value Inputs
What a signed roofing client is worth to us. LTV blends monthly-plan and pay-in-full clients by the mix you set.
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90-day minimum = 3. Retention past month 3 is where the economics open up.
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PIF covers the first 3 months; months beyond bill at the retainer.
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White-label campaign management, tools, etc. Leave $0 for revenue-based LTV; enter a cost to see margin-based LTV.
📉 Funnel Walk (per month)
CAC
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Ad spend per signed client
Client LTV
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Blended, revenue-based
LTV : CAC
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Status
📊 12-Month Pace
Leads / year
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Booked appointments / year
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New clients / year
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Annual ad spend
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New MRR added (monthly-plan clients) Retainer × monthly-plan clients signed over 12 months
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Lifetime value of the year's cohort
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🧠Economics Check
Minimum engagement value 3 billing cycles × retainer
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Return on acquisition at minimum term Min engagement value ÷ CAC
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Payback period Months of client revenue to recover CAC
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Clients per 100 leads
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CAC master alarm Freeze scaling above this line and find the leaking stage — equals your 3-cycle minimum engagement value
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How to read this:
Cost per booked appointment is the anchor metric, not CPL — a $150 CPL booking at 60% beats an $80 CPL booking at 25%. Each stage has a target and a concerning threshold: one stage running concerning while the others hold target is survivable early, but two or more stages slipping below target compounds fast. CAC bands scale with your contract value
, not a fixed dollar figure: green at or below 30% of your 3-cycle minimum engagement value, yellow up to 60%, orange up to 100%. Once CAC exceeds the minimum engagement value itself, you can't recoup the guaranteed minimum commitment even if the client cancels at the earliest allowed point — that's the master alarm. Scale trigger: blended CAC in the green zone for a full month with booking quality holding → scale budget 20–30%/month.
