EX: customer calls, then fills form, then sets appointment etc.

This is your profit over the life of that customer. The simplest way to estimate lifetime value: Plug actual or estimated (if you’re in the planning stages or just starting out) numbers into the following equation: (Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years for a Typical Customer)

Keywords are words typed into google that your website will be visible for, example “Buffalo Pest Control”