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Missed-call revenue calculator · Free tool

How much are missed calls costing you?

A free calculator from makeasite.co, where we build websites for local trade pros. Put in your own numbers and see what unanswered calls cost you each month and year. You get a range, not a made-up exact figure.

Updated Oct 2026 · Runs in your browser. Nothing you type is sent anywhere.

Your numbers

Calls you didn't answer and didn't return within an hour. Your phone's call log has this.
%
Leave out spam, robocalls, vendors and existing customers with quick questions.
Of those, how many would have booked if you'd answered?
%
to
%
A low and a high guess. Your close rate on calls you do answer is a good high end.
$
Total of your last 20 invoices divided by 20 works well.
I run Google Local Services Ads (optional)
$
Both are on the Leads and campaign pages of your Google Ads account. Only calls during business hours that ring past 20 seconds can be charged, so this is an upper limit.

What missed calls may be costing you

$2,300 to $4,700

per month in jobs that went somewhere else

Per year
$28,000 to $56,000
Lost jobs per month
5 to 10
Real inquiries missed per month
21

Rounded on purpose. These are your guesses multiplied out, not a forecast.

How this works

The math is simple on purpose, so you can check it on a napkin:

real inquiries / week = missed calls × real-inquiry share lost jobs / week = real inquiries × booking share (low and high) lost revenue / month = lost jobs / week × average job value × 4.33 lost revenue / year = lost jobs / week × average job value × 52

4.33 is the average number of weeks in a month (52 ÷ 12). Results are rounded: to the nearest $10 under $1,000, the nearest $100 under $10,000 and the nearest $1,000 above that.

The assumptions, said out loud

  • Every input is yours. The starting values (8 calls, 60%, 25 to 50%, $450) are an example to show how it works. They're not industry averages. Replace them with your numbers.
  • A missed call isn't always a lost job. Some people leave a voicemail or call back. The booking range is where you account for that. If you call back fast, lower it.
  • Revenue, not profit. This counts invoice totals. Your profit on those jobs is smaller, and the hourly rate calculator can help you work out the difference.
  • Steady weeks. It assumes every week looks like the one you entered. If you're seasonal, run it separately for your busy and slow months.
Watch out

If you run Google Local Services Ads, a missed call can now cost you twice: once in the lost job, and again as a lead charge. Starting Oct 1, 2026, missed calls during business hours can be charged when the caller stays on the line for more than 20 seconds, with some exceptions (Search Engine Land). The optional LSA line above estimates the most that could add up to.

Example

A roofer misses 8 calls a week. About 60% are real inquiries, so that's 4.8. If a quarter to half of those would have booked, that's 1.2 to 2.4 jobs a week. At $450 a job, it comes to about $2,300 to $4,700 a month.

How to win those calls back

  1. Call back inside the hour. Block two short slots a day for callbacks if you're on a roof or under a sink most of the day.
  2. Fix your voicemail. Say your business name, that you're on a job, and when you'll call back. A greeting that sounds like nobody's home loses people.
  3. Give non-callers another door. Plenty of people won't leave a voicemail but will fill out a short form. A website with a quote form, your service area and real job photos catches them.
  4. Check your Google listing's phone number. It should ring a phone you actually answer. Google asks for a number that's under the direct control of the business.
Tip

Run this calculator once now and once a month from now. If the number drops after you change your voicemail or add a quote form, you know the fix is working.

Sources

  • Search Engine Land, "Google Local Services Ads will charge for some missed calls starting Oct. 1" (Aug 25, 2026): searchengineland.com
  • Google Ads Help, "Local Services Ads transition to Performance Max campaigns with pay-per-lead goals": support.google.com
  • Google Business Profile Help, "Guidelines for representing your business on Google": support.google.com

Questions people ask

How many missed calls is normal for a trade business?

There's no reliable public number we'd stand behind, so this calculator doesn't assume one. Count your own: open your phone's recent calls for the last two weeks, mark every call you didn't answer and didn't return within an hour, then divide by two.

Does Google charge me for missed calls from Local Services Ads?

Since Oct 1, 2026, some can. Search Engine Land reported that missed calls during business hours can be charged as valid leads when the caller stays on the line for more than 20 seconds, with some exceptions. Check the Leads page in your Google Ads account to see which calls were charged.

Why does the calculator show a range instead of one number?

Because the honest inputs are guesses. Nobody knows exactly how many missed callers would have booked. Giving you a low and a high guess, and showing the range they produce, is more useful than a precise-looking number that isn't.

Is a missed call really a lost job?

Not always. Some callers leave a voicemail or call back, and some were never going to book. That's why the calculator first strips out spam and non-job calls, then only counts the share you think would have booked. If you return calls within minutes, use a lower booking range.

What's the cheapest way to stop losing missed calls?

Start with free fixes: a voicemail greeting that says when you'll call back, calling back within the hour, and an auto-reply text if your phone or carrier supports it. A website with a quote form gives people who won't leave a voicemail another way to reach you.