Eric Deeran shows how to set your maximum cost per booked call by looking at your current metrics, cash reserves, and growth goals. If you're paying $300 per call and have $2,000 in reserves, you can safely raise that to $500-$600 and bid harder than competitors while staying profitable.
And then what I do is I figure out, okay, what is my ceiling for what I'm willing to pay for my cost per booked call? So let's say that my cost per booked call right now is $300. I could realistically scale it up to $500 to $600 comfortably because I know my cash is going to stay around $2,000, right? And so you have to look at these metrics in your business and say, okay, great. If I know what these metrics are and what the relation of these metrics are, then I can understand, okay, great. I can put in $500, $600. I can win in the ad auction, basically make more money or spend more money than everyone else to acquire that same customer because I know my numbers.
