Eric DeeranOne mission — help agency owners build businesses they actually love running.

$300 In, $2,000 Out = 6x ROAS

2 Oct 2026 · 1 min

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In this segment Eric Deeran explains the metric "cash per booked call" by illustrating a concrete example: if a business generates $100,000 in revenue from 50 booked calls, the cash per booked call is $2,000. He then compares this figure to the cost per booked call (e.g., $300) and shows how dividing cash per booked call by cost per booked call yields a Return on Ad Spend (ROAS) of 6x. The explanation emphasizes that by simply looking at these two metrics—cost per booked call and cash per booked call—one can quickly assess the profitability of lead generation efforts.

Chapters

And the second metric I'm looking at is what is my cash per booked call? Now what this means, and this can be confusing for some people, what cash per booked call actually means is how much cash, let's say I did $100K this month, right? And I booked 50 calls. That would equal a cash per booked call of $2,000. Now when I look at these 2 metrics, I'm then looking at, okay, if I spend $300 for a call and I get out $2,000 for every call in cash, well then if I look at my ROAS, let's do some math here, my ROAS would be a 6x ROAS. And I can easily tell that by simply looking at what is my cost per booked call call, and then what is my cash flow call?