A simple way to choose based on your lead volume
Pay per lead is best when you want to start small or expect only a few leads a month. A flat monthly plan is best when you expect steady volume and want a predictable bill. At BIROQ Consulting, the break-even point is about eight leads a month: $25 per lead versus $199 a month for unlimited leads, after the same one-time $199 setup. This guide helps home service and other small businesses decide.
Not sure how many leads to expect? Book a free 30-minute strategy call.
Key takeaways
- Pay per lead means you pay only when a lead arrives.
- A monthly plan means one flat price, no matter how many leads come in.
- At BIROQ, eight leads on the per-lead plan cost $200, just over the $199 monthly plan.
- Both options start with the same one-time $199 setup and the same 90-day guarantee.
- You can start per lead and move to monthly once you know your volume.
What is pay per lead?
Pay per lead means you pay a set price each time a potential customer contacts you. At BIROQ Consulting, a lead is a phone call, a form submission, or a booked appointment, and the price is $25 per lead.
Pay per lead for home services is popular because you only pay when something happens. If a slow week brings two leads, you pay for two.
What is a monthly lead generation plan?
A monthly plan is one flat price for a set period, no matter how many leads come in. At BIROQ Consulting, the monthly plan is $199 a month for unlimited exclusive leads, with no extra cost per lead.
A monthly plan makes budgeting simple. Your lead cost is the same in a busy month and a slow one.
How do the two options compare?
| Pay per lead | Monthly plan | |
| Price at BIROQ | $25 per lead | $199 a month |
| Setup | $199 one time | $199 one time |
| Monthly bill | Changes with lead volume | Same every month |
| Cost per lead | Always $25 | Drops as volume rises |
| Best for | Testing, low volume, seasonal work | Steady volume, growth, predictable budgets |
| 90-day guarantee | Included | Included |
Where is the break-even point?
The break-even point is about eight leads a month.
- 5 leads a month: $125 on the per-lead plan, or $199 on the monthly plan. Pay per lead costs less.
- 8 leads a month: $200 on the per-lead plan, or $199 on the monthly plan. About the same.
- 15 leads a month: $375 on the per-lead plan, or $199 on the monthly plan. The monthly plan saves $176.
- 30 leads a month: $750 on the per-lead plan, or $199 on the monthly plan. The monthly plan saves $551.
These examples only compare lead costs. They are not a prediction of how many leads your business will get. Lead volume depends on your trade, your service area, the season, and your competition.
When does pay per lead make more sense?
Pay per lead is a better fit when:
- You are trying lead generation for the first time and want to keep risk low.
- Your work is seasonal, like landscaping or snow removal, and some months are slow.
- You can only handle a few new jobs right now because your schedule is full.
- You sell high-value jobs where even a few leads a month make a big difference.
When does a monthly plan make more sense?
A monthly plan is a better fit when:
- You expect steady lead volume of more than eight leads a month.
- You want a predictable bill that does not change with the season.
- You are growing and want as many leads as you can handle.
- You do quick, frequent jobs, like junk removal or cleaning, where many smaller jobs add up.
Can you switch between plans?
Starting on pay per lead and moving to the monthly plan is a sensible path. After a month or two, you will know your real lead volume and can choose with real numbers. Ask about switching on your strategy call so the terms are clear before you start.
What else should you compare besides price?
Price is only part of the picture. Before choosing any lead provider, ask:
- Are the leads exclusive? At BIROQ, every lead goes to one business only.
- What counts as a lead? Make sure clicks and website visits do not count.
- How long is the contract? At BIROQ, monthly plans go month to month after the first three months.
- Who owns your accounts? At BIROQ, you always own your website, Google Business Profile, domains, phone numbers, and tracking data.
- What if nothing happens? At BIROQ, zero leads in your first 90 days means a full refund of everything you paid, including setup.
A note on follow-up
Whichever plan you choose, speed matters. A lead you call back quickly is far more likely to turn into a job. If you often miss calls while working, pair your plan with missed-call text-back so no lead goes cold.
FAQs
Is pay per lead better for home services? Pay per lead is better for home service businesses that want to start small or have seasonal work. A monthly plan is better once you expect more than about eight leads a month.
How much does pay per lead cost at BIROQ Consulting? Pay per lead costs $25 per lead after a one-time $199 setup.
How much is the monthly lead generation plan? The monthly plan costs $199 a month for unlimited exclusive leads, after a one-time $199 setup.
Does the 90-day guarantee apply to both plans? Yes. Zero leads in your first 90 days on either plan means a full refund of everything you paid, including setup.
Can I start with pay per lead and switch later? Starting per lead and moving to monthly is a common path. Ask about switching on your strategy call so the terms are clear.
Related Topics
- What does lead generation cost for a small contractor in the DMV?
- Lead generation for small businesses
- How home service businesses can stop losing jobs to missed calls
Related Resources
Pick the plan that fits your numbers
Not sure how many leads to expect? We can help you estimate. Book a free 30-minute strategy call or call (202) 929-0560, and we will help you choose the plan that makes sense for your business.
