Lead values
VibeAds attaches a conversion_value to every form_submission and phone_call_click dataLayer event. The value is per-category, defaulted from industry benchmarks. Smart Bidding uses these values to optimize for lead worth, not just lead count.
Lead values per category
| Category | Lead value |
|---|---|
| Roofer | $800 |
| Painter | $600 |
| Moving | $600 |
| Waterproofing | $550 |
| Lawyer | $500 |
| HVAC | $500 |
| Real estate | $500 |
| Financial services | $500 |
| Window/door | $500 |
| Carpet/flooring | $450 |
| Electrician | $400 |
| Christmas lighting | $400 |
| Commercial cleaning & janitorial | $400 |
| Fencing | $400 |
| Healthcare | $400 |
| Tree service | $400 |
| Plumber | $350 |
| Landscaper | $350 |
| Auto repair | $350 |
| Garage door | $350 |
| Pool services | $350 |
| Dentist | $300 |
| Insurance | $300 |
| Junk removal | $300 |
| Appliance repair | $300 |
| Education | $300 |
| Pest control | $250 |
| Handyman | $250 |
| Locksmith | $250 |
| Cleaner | $200 |
| Pressure washing | $200 |
| Air duct & dryer vent cleaning | $200 |
| Generic / custom | $300 |
The table covers all 32 categories with a knowledge base. B2B services, consulting, SaaS and custom categories use the generic $300.
What these values do
- Smart Bidding signal. When the Google Ads conversion tag fires from GTM, it sends
conversion_value. Smart Bidding (especially Max Conversion Value and Target ROAS) uses this to differentiate leads worth more from leads worth less. - ROI dashboard. Estimated revenue per campaign = lead count × close rate × lead value. Visible on the campaign Analytics tab.
- Budget calculator. The public Budget Calculator uses these values to estimate expected revenue for a given budget.
- Agent benchmarks. Diagnostic rules compare campaign performance against category-typical CPA = lead value × close rate (defaults to 30% close rate).
How they were derived
Each value reflects the typical average ticket size for a first job in that category, NOT the lifetime value. We intentionally underweight recurring revenue here because:
- Smart Bidding values should match what you have evidence for, not what you hope for
- Inflated values lead to over-bidding and wasted spend
- Lifetime revenue gets captured separately via Predictive LTV on the Jobber paid-invoice upload (Max only)
They are estimates set by hand for each category. None is measured from paid invoices yet, yours or anyone else's.
Setting your own value
You can't set your own lead value yet. Every campaign uses its category's value, on its landing pages, its Google Ads conversion actions and its reports.