Add up Google Ads, Yelp, Angi, your website, and any local SEO retainers. Divide by leads. The number usually surprises people — and explains why missed calls hurt so much.
Include website hosting + ongoing SEO/content.
Be honest. Most shops without an AI receptionist sit at 40-65%.
Modest CPL — but every missed call still wastes the spend that brought it in.
The chart updates with every input you change. Left side is the leak you have today. Right side is the same shape damped to the 95% pickup rate RingDesk hits in production.
CPL = (Ads + Directories + SEO) ÷ leads/month.
Cost per ANSWERED lead = total spend ÷ (leads × pickup rate).
Wasted spend = total spend × (1 − pickup rate) — the budget that paid for calls you never picked up.
Only if you can measure leads from them. Channels that drive untracked walk-ins (truck wraps, local sponsorships) inflate CPL when you only count digital leads. Stay digital-only here for clean math.
Total CPL is what your CFO sees. Answered CPL is what your *real* cost-of-customer is — every missed call multiplies the cost of every booked one because the marketing budget is spread across fewer wins.
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