Free tool · No email required
What Is A Customer Actually Worth To You?
Not the value of one job — the value of everything they'll spend with you before they stop being your customer.
Customer Lifetime ValueR22,500
Suggested max acquisition cost*R7,500
*A common guideline is keeping what you spend to win a customer under roughly a third of their lifetime value — not a rule, a sanity check.
Why this changes the maths
One job's profit is the wrong number to compare ad spend against.
If a customer is only worth one job to you, spending R2,000 to acquire them at a R5,000 job feels fine but tight. If that same customer stays with you for three years and refers a friend, the real number you should be comparing against is many times higher.
This is why the ZelvoraLead Machine tracks cost per lead and cost per customer, not just traffic — so decisions about ad spend get made against what a customer is actually worth, not a guess.