2024 Data · 11 Verticals · Free
RogoLook ran marketing for 17+ Crystal Ballroom locations — these are the benchmarks we use to evaluate our own work, now made public. Not industry estimates pulled from press releases. Numbers from campaigns we managed, verified against five independent sources.
Methodology
RogoLook client benchmarks are drawn from RogoLook's internal book of business across 58+ client locations across 11 verticals — not cherry-picked outliers. Industry medians are sourced from WordStream 2025 Google Ads Benchmarks, LocaliQ Healthcare Search Benchmarks, HubSpot State of Marketing 2024, SearchLight HVAC & Plumbing Benchmark (816 contractors, $14.9M spend), NADA 2024 Dealership Advertising Benchmarks, Restaurant365 2024 QSR Performance Report, and ZS Associates Healthcare Provider Marketing Index.
Every RogoLook client figure is verified against the published case studies at rogolook.com/operator-index. No fabricated numbers. No hypothetical projections.
A $20 CPL looks great until you discover your lead-to-booking rate is 5%. That $20 lead actually costs $400 per customer. Meanwhile, a $45 CPL with a 35% booking rate gets you a customer for $129. Same budget, 3× better outcome.
The three metrics that actually matter for multi-location operators:
All three metrics below are shown side-by-side: industry median vs. RogoLook client median. The gap is real. Here's where it comes from.
"For wedding venues, CPL is almost irrelevant. A $60 lead that books a $15,000 event beats a $10 lead that ghosts. Focus on lead-to-tour rate and your review profile — that is what closes deals."
— Lukasz Rogowski, Founder
"Medspa clients are appointment-ready if your reviews look right. A $45 CPL with a 35% booking rate gets you a $129 cost-per-booking — that is where the math works."
— Lukasz Rogowski, Founder
"In HVAC, CPL tells half the story. A $130 CPL that books at 25% costs you $520 per job. We see clients with $59 CPL that book at 31% — $190 per job. That is the gap operator expertise makes."
— Lukasz Rogowski, Founder
"Dental groups face the highest review competition of any vertical we work. The difference between 3.8 and 4.7 stars in a competitive market is 30% more bookings — and that does not show up in CPL."
— Lukasz Rogowski, Founder
"Fitness leads are cheap but slippery. A $20 CPL means nothing if your show-up rate is 8%. We build the follow-up infrastructure that converts browsers into members."
— Lukasz Rogowski, Founder
"Pet owners are loyal once they trust you. The multi-location veterinary groups winning right now invest heavily in review infrastructure and local SEO — not just Google Ads."
— Lukasz Rogowski, Founder
"Urgent care has the highest lead-to-visit rate of any vertical we track. The challenge is volume consistency — marketing systems that work 365 days a year, not just when you are running a promotion."
— Lukasz Rogowski, Founder
"Boutique hotels live and die on direct bookings. OTAs take 15–25% of every transaction. A 20% improvement in direct booking rate can mean hundreds of thousands in retained revenue annually at scale."
— Lukasz Rogowski, Founder
$2.1M attributed gross — 4-rooftop group, 12-month campaign
"Auto dealers have the widest CPL variance of any vertical we track — $52 vs. $84 is a $38,400 monthly difference on a 1,200-lead-per-month buy. The test-drive rate is where deals die or get made, and that is a follow-up and appointment infrastructure problem, not an ad problem. We fixed both."
— Lukasz Rogowski, Founder
App install CAC reduced 72% — 12-unit franchisee, single campaign
"QSR franchisees are in a margin war. Every dollar of ad spend that does not convert to a loyal app user or a returning guest is dead weight. We took this operator from $4.20 app install CAC to $1.18 — that is a 72% reduction on the metric that actually drives lifetime value in QSR."
— Lukasz Rogowski, Founder
$410K/mo revenue run-rate post-campaign — 7-clinic MSO
"Healthcare MSOs carry the highest compliance burden of any vertical we work and the highest lifetime patient value. The operators winning right now are running coordinated paid search, review systems, and referral programs across all locations simultaneously. Piecemeal marketing at the clinic level does not move the needle at the MSO level."
— Lukasz Rogowski, Founder
Sources
Apply these benchmarks to your operation
Plug in your current spend, CPL, and location count. We project your lead lift and 12-month revenue impact against the verified benchmarks above.
Run your numbers
No pitch deck. No generic advice. We compare your actual CPL, booking rate, and review velocity against these benchmarks and tell you exactly where the gap is.
