Glossary
Pay-Per-Appointment Glossary.
Plain-English definitions for the terms used across pay-per-appointment marketing, contractor lead generation, and appointment setting.
- Qualified appointment
- A booked meeting with a homeowner or decision maker who matches the contractor's approved service area, project type, and timing rules.
- Booked appointment
- An appointment with a confirmed date and time on the contractor's calendar — not just a lead form submission.
- Exclusive lead
- A lead delivered to one contractor only.
- Pay per lead (PPL)
- Pricing model where the contractor pays per contact submitted, regardless of whether it converts.
- Pay per appointment (PPA)
- Pricing model where the contractor only pays when a qualified homeowner is booked onto the calendar.
- Cost per appointment (CPA)
- The all-in cost to produce one booked, qualified appointment.
- Show rate
- The percentage of booked appointments where the homeowner actually attends.
- Close rate
- The percentage of attended appointments that result in a signed contract.
- Speed to lead
- Time elapsed between a homeowner submitting interest and the contractor's first contact attempt.
- Appointment replacement policy
- Written rule defining when a disqualified or no-show appointment is credited or replaced.
- No-show policy
- Rule covering whether a homeowner no-show counts as a billable appointment.
- Service area targeting
- Restricting campaigns to the zips, cities, or metros the contractor actually services.
- Decision maker
- The homeowner or co-owner with authority to approve work.
- Storm appointment
- A roofing appointment generated by storm damage activity in a targeted area.
Example: A Dallas homeowner books a Tuesday 3 PM roof inspection after hail damage.
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