Most pressure washing contractors know their gross revenue and maybe their bank balance. That's it. But the operators who build real wealth track 6 core numbers every week -- and those numbers tell them exactly where money is being left on the table. Here's the KPI dashboard that separates the profitable from the just-busy.

The Quick Answer

Six KPIs run a pressure washing business. Everything else is noise.

Revenue per truck per day: target $1,500-$2,000
Cost per lead (by channel): Google Ads $80-$280, referrals near $0
Lead close rate: 30-70% industry range; below 20% means broken process
Repeat customer rate: target 60%+; below 30% is a red flag
Crew utilization rate: target 75-85%; below 60% is bleeding cash
Gross margin per job: solo 60-75%; with employees 40-55%

Track these weekly, not monthly. Monthly lag hides problems for 4 weeks. A weekly review catches a utilization dip or a CPL spike before it becomes a real problem.

Revenue Per Truck Per Day

This is the top-level number that tells you if you have a capacity problem or a pricing problem. Target: $1,500-$2,000 per crew per day.

At $2,000/day over 20 working days, one truck generates $40,000/month. At $800/day, that same truck generates $16,000/month. The gap is almost always routing (too few stops) or pricing (average job value too low). Both are fixable once you see the number.

Supporting benchmark: Revenue per billable hour should be $300+. Below $150/hr means either a pricing problem or too much dead time between stops.

Cost Per Lead by Channel

Tracking blended CPL misses the point. Break it out by source -- or you're flying blind on where to put your marketing dollars.

Referrals: near $0 CPL, close at 3-5x the rate of cold leads
Google Ads: $80-$280 per closed job after applying your close rate
Facebook / Instagram: $40-$200 effective CPL per closed job
Angi / Thumbtack: $25-$85 per raw lead, but $100-$500 effective CPL after close rate

Operators who track CPL by channel and cut underperforming sources report 15-30% lower marketing spend with no loss in lead volume. Most find they're overspending on lead aggregators and underspending on referral systems and Google.

Lead Close Rate

Industry range is 30-70%. Below 20% means you have a speed-to-lead problem, a pricing problem, or a quoting friction problem.

Speed to lead is the biggest lever here. 78% of customers hire the first company to respond. The average pressure washing company takes 47 hours to get back to a lead. Responding in under 1 minute lifts conversion by 391% on inbound leads. If you're calling people back hours later, you're losing jobs to whoever picks up faster.

Also watch the other end: closing above 80-90% usually means your pricing is too low. The market will take almost anything if it's cheap enough.

Repeat Customer Rate

Track this rolling 90 days: what percentage of your jobs this quarter came from returning customers?

Below 30%: retention problem -- too much revenue gets rebuilt from scratch every year
30-50%: industry average
60%+: top performer benchmark

When repeat rate hits 60%+, your CAC drops and your marketing budget goes much further. A 5% improvement in retention can increase profitability by 25-95%. For most businesses, fixing retention returns more profit per dollar than any ad campaign.

Crew Utilization Rate

Billable hours divided by paid hours. Target: 75-85%.

Here's what the math looks like in practice: moving from 65% to 80% utilization on a crew earning $27/hr adds roughly 1.5 billable hours per day. At a $300/hr revenue rate, that's $450/day per truck -- or $9,000/month per crew with no new hires and no price increases.

Route optimization is the fastest fix. Going from 3-4 stops per crew day to 5-7 stops lifts daily revenue by 20-35% with no headcount change. That's $240-$420/day more per truck from better routing alone. Drive time should be under 20% of paid hours. Above 30% means routes are too spread out.

Gross Margin Per Job

Track this by job type, not just overall. House wash, driveway, deck, commercial -- each has a different margin profile. When you see one type slipping below 40%, something is off: underpricing, chemical cost creep, or time overruns.

Benchmarks: Solo operator target is 60-75% gross margin. With employees, 40-55%. Below 35% with employees and you're not paying yourself enough to justify the headache.

Chemical cost per job is a margin killer when untracked. A typical house wash now runs $11-$16 in chemicals (up from $8-$12 due to supply inflation). At 300 jobs per year, a $4/job cost increase you never adjusted for = $1,200 in silent margin loss.

How to Build Your Dashboard

You don't need expensive software to start. A Google Sheet updated every Monday works fine. One row per week, six columns. Jobber and Housecall Pro have built-in reporting that covers most of these for operators under $500K. ServiceTitan has the deepest reporting for $1M+ operations that want exit-ready data.

The pattern shows up fast when you're looking at weekly numbers. A utilization dip in October tells you something changed. A CPL spike in March tells you your spring campaign isn't converting. You can't see those signals in monthly reports.

One more thing worth knowing: when pressure washing businesses sell, the ones with 12 months of clean, weekly KPI history command 7-10x EBITDA. Those without clean data get 2.5-5x SDE. On a $500K EBITDA business, that's a $1.25M-$2.75M difference -- from a spreadsheet you spent 15 minutes a week on.

Bottom Line

Six numbers run a pressure washing business: revenue per truck per day, CPL by channel, lead close rate, repeat customer rate, crew utilization, and gross margin per job. You don't need to track everything -- just these six, every single week.

If you want to improve your close rate and see where your leads come from in one place, try QuoteSnap for free. Customers get an instant price on your site, and you get the lead with job type and source already logged.

Pressure Washing KPI Dashboard: Track What Actually Drives Profit (2026)