Cost per lead is not the goal
A cheap lead that never becomes a customer costs more than an expensive one that does. Cost per sale is the number that matters.
Free tool
Lead cost calculator for service businesses
Find out what a lead is really worth to you, and the most you can pay for one before the ads stop paying back. Free, instant, nothing to sign up for.
- Cost per sale, revenue and profit after ad spend
- The break-even cost per lead for your business
- Uses your own close rates and margin
40+Campaigns launched
5,000+Leads generated
£1m+Ad spend managed
Edward Eaton runs every account personallyWork out your numbers
The figures below are examples. Replace each one with your own and the results update as you type.
Leads a month
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Quotes or bookings
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Sales
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Revenue
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Ad cost per sale
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Revenue per £1 of ads
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Profit after ad spend, before your time
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Most you can pay per lead and still break even
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How to read the result
Break-even cost per lead
This is your ceiling: your close rates, job value and margin decide how much a lead is worth. Anything under it makes money.
Where the levers are
Lift the lead-to-quote rate with better qualifying, lift close rate with faster follow-up, or lower cost per lead with better campaigns.
Common questions
What is a good cost per lead?
It depends on what a customer is worth to you. Real accounts here ranged from about £16 per lead for media walls to about £29 for conservatories and garage conversions. Use the break-even figure above rather than a benchmark.
Where do I find my close rate?
Count the quotes you sent last quarter and how many became sales. If you do not track it, a rough estimate is fine to start.
Are these results a forecast?
No. They are arithmetic on the numbers you enter. Real results depend on your market, offer and follow-up.
Do you store what I enter?
No. The calculation runs in your browser and nothing is sent anywhere.
Want help improving these numbers?
Send a few details about your business and current spend. You will get an honest view of what is realistic and what we would do first, usually within one working day.
Before you send
We're a fit if you're already generating business, can handle more leads, and have a monthly ad budget of £500+ (£1,000+ recommended). We ask for a 3-month minimum so the work has time to compound.