Free calculator
Cost Per Lead Calculator
Work out what each lead from a source costs you. Add that source’s close rate to see the cost per customer — the number that shows whether cheaper leads are really cheaper.
What does each lead cost me?
Nothing is saved or sent anywhere.
Result
Enter your numbers
The formula
Cost per lead = spend ÷ leadsCost per customer = cost per lead ÷ close rateWorked example
You spend $1,500 and get 60 leads: $25 per lead. If 20% of them become customers, each customer from this source costs 25 ÷ 0.20 = $125.
What the result means — and what it does not
- Cost per lead says nothing about lead quality on its own.
- Include every cost of the source, such as agency fees, not only the ad spend.
Common questions
Why can cheaper leads be worse?
A $20 lead that becomes a customer 10% of the time costs $200 per customer. A $40 lead that converts 40% of the time costs $100. Add each source’s close rate to compare them properly.
What counts as a lead?
Decide once and stick to it — a form submission, a call over a minute, a quote request — so different sources and months are compared on the same basis.
What is a good cost per lead?
One below what a lead is worth to you. The Lead Value calculator works that out from your customer revenue, costs and close rate.