calculator
Cost Per Lead Calculator
Work out your cost per lead and cost per customer, and see the most a lead can cost before a campaign loses money.
Your campaign
Totals for one period, e.g. last month.
Agency fees, tools, content. 0 if none.
Form fills, calls or sign-ups.
What a lead is worth
Optional: to see cost per customer, ROI and the most a lead can cost.
Share of leads that become customers.
First sale, or lifetime value.
Cost per lead
$62.50
8
New customers
$312.50
Cost per customer
$100.00
Break-even cost per lead
$8,000
Revenue from new customers
60.0%
Return on spend (ROI)
$2,500
Total cost
How we calculated this
- Cost per lead = (ad spend + other campaign costs) ÷ leads.
- Cost per customer = total cost ÷ (leads × close rate).
- Break-even cost per lead = customer value × profit margin × close rate: what one lead is worth to you.
- ROI = (gross profit from new customers − total cost) ÷ total cost.
- For comparison: LocaliQ's 2026 average cost per lead for Google search ads is $66.69; for Facebook leads campaigns it's $27.39. Both vary widely by industry.
Cut your cost per lead
The landing page decides how many clicks become leads. Leave your email and we'll review your landing page, forms and conversion tracking for free.
How this works
Cost per lead is total campaign cost ÷ leads. With a close rate, customer value and margin it also works out cost per customer, ROI and your break-even cost per lead. Benchmarks are LocaliQ's 2026 averages.
Last reviewed
FAQ
Cost per lead (CPL) = total campaign cost ÷ number of leads. Include everything the campaign cost, not just ad spend: agency fees, tools and content. $2,500 spent for 40 leads is a $62.50 cost per lead.
One that's below what a lead is worth to you: revenue per customer × profit margin × close rate. If a customer brings $1,000 at a 50% margin and you close 1 in 5 leads, a lead is worth $100, so anything under that is profitable. The calculator works this out as your break-even cost per lead.
LocaliQ's 2026 search advertising benchmarks put the average cost per lead at $66.69 across industries. Averages vary a lot by industry, so your own break-even cost per lead is a better yardstick than any benchmark.
LocaliQ's 2026 Facebook benchmarks put the average cost per lead for leads campaigns at $27.39, with a $1.80 cost per click and an 8.54% conversion rate. Facebook leads are often cheaper than search leads but can close at a lower rate, so compare cost per customer too.
Cost per lead counts every enquiry. Cost per acquisition (or cost per customer) counts only the leads that buy: total cost ÷ new customers. With a 20% close rate, a $62.50 cost per lead becomes a $312.50 cost per customer.
Related tools
Google Ads Cost Calculator
See the clicks, leads and cost per conversion your Google Ads budget buys, and the budget a lead goal needs.
Try itFacebook Ads Budget Calculator
Plan your Meta ad spend per day and month, and see the clicks, leads, cost per result and ROAS it should bring.
Try itTikTok Ads Cost Calculator
See the views, clicks, conversions and cost per result your TikTok ad budget buys, with TikTok's budget minimums built in.
Try itBreak-Even ROAS Calculator
Find the ROAS your ads need to break even, the most you can pay per order, and the ROAS that hits your profit target.
Try itMarketing Budget Calculator
Size your marketing budget as a share of revenue, check it against your customer goal, and split it across channels.
Try itROAS Calculator
Work out your return on ad spend, whether it's actually profitable at your margin, and what a ROAS target means in revenue.
Try it