We write a lot about what a website should cost and what it should do. This one is just the numbers from one client. Gutter Bandits is a gutter cleaning, repair and install company in central New Jersey. Tristan, the owner, has been on Atlas at $100 a month since March. We counted every quote request that came through the site.
How many leads did Gutter Bandits get from its website?
56 quote requests from the start of March through October 12, 2026. We counted them in Netlify, where the site's form submissions are stored, and took out spam and sales pitches. Those are people asking Gutter Bandits to come look at their gutters, not marketers selling SEO or bots posting links.
What does that cost per lead?
$12.50. Seven months at $100 a month is $700, and $700 divided by 56 leads is $12.50 each.
| Cost per lead | Where the number comes from | |
|---|---|---|
| Gutter Bandits' Atlas website | $12.50 | $700 over 7 months, 56 counted form leads |
| Google Ads, home and home improvement | $90.92 | LocaliQ / WordStream 2026 benchmarks (industry average) |
That's about one seventh of the industry average for a paid search lead. It's not a perfect comparison, since a paid lead and an organic lead aren't the same thing. But it gives you a sense of scale. And the website doesn't stop working the day you stop paying for clicks.
What were people asking for?
Mostly cleaning. Our inbox records start in mid-April, so we can break down 43 of the 56 leads. Of those, 23 asked for gutter cleaning, 8 for new or replacement gutters, 5 for repairs and 3 for gutter guards. The other 4 were a mix or didn't say. Cleaning brings in the steady volume. The installs and replacements are the bigger tickets.
Leads came in every month. By month, from those same records: 3 in late May, 12 in June, 6 in July, 9 in August, 10 in September and 3 in the first part of October. That isn't a single viral spike. It's a site that keeps getting found.
Where did the leads come from?
The website: its quote form, service pages and Google and AI search. We wrote about the AI search side in how Gutter Bandits' AI search traffic grew, and about why cleaning dominates in gutter cleaning is the most requested service.
Is $12.50 a lead actually good for a gutter company?
It's good, but the number that matters is the one Tristan knows and we don't: how many of those 56 turned into jobs. We count leads, not closed work. Still, the bar is low. For $700 to pay for itself, it takes one install or replacement job, or a few cleanings. Whether that happened is easy for an owner to check. Count the jobs that started with a form fill and compare.
What's the catch?
A few honest ones. This is one client in one area, and Gutter Bandits has a good reputation locally, which helps any website convert. Some of these 56 people would have found Tristan another way. And not every lead is a fit: some were outside his area, some asked about things like garage doors or chimneys, and some were just shopping prices. But even if you cut the count in half, it's $25 a lead, still well under a paid search lead.
Can a website do this for another gutter or home service company?
We can't promise a number, and nobody honest can. It depends on your area, your trade, your reviews and how much demand there is. What we can say is what this site has that a lot of contractor sites don't: a page for each service, the towns it serves written out, real photos of real jobs, and a quote form that's easy to find. That's covered in the 7 pages every contractor website needs, and the bigger case for it is in why not spend $100 a month on a website that brings in leads.
Sources
- Gutter Bandits lead count: Netlify form submissions for gutterbanditsllc.com, March 1 to October 12, 2026, spam and sales pitches removed. Service and monthly breakdown from Atlas lead notification records, April 18 to October 12, 2026.
- LocaliQ, Search Advertising Benchmarks for Every Industry (2026 data, last updated June 1, 2026)
