CPL (Cost Per Lead) Calculator
Work out cost per lead and compare channels or campaigns quickly.
Summary
CPL = Spend ÷ Leads. Use it to compare channels, but always pair with close rate — cheap leads that do not close are not actually cheap.
Definition
Cost per lead is the total campaign spend divided by the number of leads generated. It is one of the clearest ways to compare paid channels at the top of the funnel.
Example
Spend $2,000 and generate 80 leads → CPL = $25. If close rate is 20%, cost per customer = $125.
Interpretation
- Compare CPL against typical deal size, not in isolation
- A cheap lead with a 2% close rate may cost more per customer than an expensive lead with a 30% close rate
- CPL is most useful when you hold "lead" definition constant across channels
Benchmarks guidance
CPL varies by industry and offer type. For B2B SME services, CPL can range from $10 for top-of-funnel leads (ebook downloads) to $200+ for bottom-of-funnel leads (demo requests). Build benchmarks from your own data first.
Frequently asked questions
What counts as a lead?
Any contact who shares details with intent. Define it once (form submission, call, demo) and apply it consistently.
Is low CPL always better?
Not necessarily. Track cost per customer (CPL ÷ close rate), not just CPL.
Next step
Keep exploring related resources to strengthen this area of the business.
See Conversion Rate Calculator