Cost per lead calculator
For services, ads bring inquiries, not sales. How much an inquiry may cost depends on how much a deal is worth and how many inquiries you actually close.
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Result
Fill in the numbers to see the result.
How it's calculated
- Break-even CPL = deal value x gross margin x close rate.
- Ratio = your CPL / break-even CPL. Under 70 % is low risk, up to 100 % medium, above that high.
A job is worth 800 EUR, margin 50 %, and you close 25 % of inquiries. Break-even CPL is 100 EUR. If an inquiry costs you 40 EUR, you are at 40 % of break-even.
What is a good value?
- Compare CPL with your own break-even, not with other industries.
- Low CPL is useless if the inquiries don't close. Track close rate honestly.
- Keep a buffer: stay under about 70 % of break-even.
Frequently asked questions
What is a good cost per lead?
One well under your break-even CPL. A 100 EUR lead can be cheap for B2B and far too expensive for a cleaning service.
How do I find my close rate?
Count inquiries and paid jobs over a few months. If you don't track it yet, start today, it is the most important number here.
Should margin include my own work?
Yes, count the cost of your time, otherwise break-even looks better than it is.
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