Local SEO is an investment, not an expense , but only if you can measure ROI. Here's the simple framework for calculating local SEO ROI by industry, plus the typical timelines for break-even.
The simple ROI formula
Monthly ROI = (New Customers × Average Customer Value × Margin) - Local SEO Cost
Example: Plumber at $99/mo, 5 extra calls/month at 70% close rate, $300 average ticket, 40% margin = (5 × 0.70 × $300 × 0.40) - $99 = $420 - $99 = ($179) loss month 1, but customer LTV (repeat business) typically delivers ROI within 60-90 days.
Break-even by industry
| Industry | Avg Ticket | Calls Needed (Basic plan $99) | Typical Time to Break-Even |
|---|---|---|---|
| Plumber | $300 | 2-3/mo | Month 2-3 |
| Dentist | $1,500 LTV | 1/mo | Month 2 |
| Roofing | $8,000 | 1 every 3 mo | Month 3-6 |
| Salon | $150 | 4-5/mo | Month 3 |
| Auto repair | $500 | 2/mo | Month 2 |
| Personal injury law | $15,000 case | 1 every 6 mo | Month 6+ |
Tracking ROI properly
Use unique phone numbers (call tracking) to attribute calls to GBP vs. other sources. Tag form submissions with source. Review monthly performance reports for direction requests, calls, and bookings , correlate to revenue.