Free tools for contractors who'd rather not guess.
Advertising is confusing when it isn't your job. These three tools replace the guessing with arithmetic: what you can afford per lead, whether your website is helping or hurting, and which channel actually produced last month's work. All free. No email wall, no unlock step, no drip sequence waiting for you.
Which tool do you need first?
Work through them in order if you're starting cold. The plan builder tells you what you can afford and what to do in what order. The scorecard tells you whether your website can hold up its end. The tracker keeps you honest about what's actually working once money is moving.
Marketing Plan Builder
Seven questions about your trade and your numbers. You get a twelve-month plan — your break-even cost per lead, which channels can clear it, how to split the budget, and phased actions for months one through twelve. Benchmarked against real 2026 lead costs for your specific trade.
Build my plan Tool 02 · Most important assetWebsite Scorecard
Twenty-five plain-English checks across speed, conversion path, trust, local search and AI readiness. Weighted score out of 100, a letter grade, and a fix list ordered by impact — with the free fixes separated from the ones worth paying for.
Score my website Tool 03 · Keep it honestLead & Job Tracker
A spreadsheet with the formulas already written. Log leads by source and date; it calculates cost per lead, close rate, cost per booked job and revenue by channel automatically. Downloads instantly and works in Excel, Google Sheets or Numbers.
Download the trackerThere's a fourth on the homepage: the break-even lead cost worksheet, a faster version of the plan builder's first calculation for when you just want the number.
Which channel produced last month's customers?
Most contractors genuinely cannot answer that. Not because they're careless — because nobody handed them a way to track it that takes less than a minute a day. This spreadsheet is that. Log each lead as it comes in and the math handles itself.
It calculates cost per lead, close rate, cost per booked job and revenue by channel, then flags each channel against your break-even. After sixty days you'll know which channel to scale and which to cut, which is the whole argument most contractors never get to have with their agency.
Build your tracker
Fill these in and the spreadsheet arrives pre-configured with your numbers already in the formulas.
Downloads as a CSV that opens directly in Excel, Google Sheets or Numbers. Nothing is uploaded and nothing is stored — the file is built in your browser.
What's inside
One row per lead. Date, source, trade or service, contact name, estimate value, whether it booked, and the actual invoiced amount. Nine columns, most of them a dropdown or a number.
What you spent per channel per month. Two columns and a number. This is the half most contractors skip, and it's the half that makes cost per booked job possible.
Live formulas: leads, booked jobs, close rate, spend, cost per lead, cost per booked job and revenue for every channel — each one flagged against your break-even automatically.
Written instructions, the formulas explained in plain language, and the 2026 benchmark table so you can compare your numbers against the trade rather than against nothing.
Why are these free with no email required?
Because gating them would defeat the point. A contractor who has been burned by a marketing company is not going to hand over an email address to find out whether their website is any good. If the tools are useful, some people will call. If they aren't, an email wall wouldn't have saved them.
There's also a self-interested reason and we'd rather say it than pretend. A contractor who has worked out their own break-even cost per lead is a far better client than one who hasn't. They ask better questions, they judge proposals on the right criteria, and they know when a channel is working. Some of them find out they don't need an agency at all, and that's a perfectly good outcome.
Our founder has run a bath remodeling company since 2012 and spent years buying marketing that never answered whether a job got booked. These tools are the thing he wanted and could never find. More on why AFC exists.
About these tools
Are these contractor tools actually free?
What format is the lead and job tracker?
Do I need to be technical to use these?
Which tool should I start with?
Do you store the numbers I enter?
Rather have someone just look at it?
Free audit of your site, your profile, your reviews and the competitors beating you in the map pack. You keep the findings either way.