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Target cost per lead calculator

What a lead is worth to you, before you go and buy one.

Average deal value$What one closed customer is worth, first sale or lifetime — pick one and stay with it.Lead-to-customer close rate%Out of every hundred leads, how many buy?Profit margin on a deal%What is left after delivering the work. Defaults to 50%.Share of profit you will spend on acquisition%Half is the usual starting point — it leaves the other half as actual profit.

Target cost per lead

$93.75

Pay more than this per lead and the deals those leads become stop covering what you spent to get them.

Revenue per lead

$375.00

Deal value × close rate.

Profit per lead

$187.50

Leads per customer

20.0

At this close rate.

This is a ceiling, not a goal. A campaign at half this number is not overperforming — it is telling you there is room to bid up and buy more of the same leads.

A ceiling only helps if something is watching it

In Marketing OS this target grades every ad set every day, and an agent proposal that would push cost per lead above it arrives with that fact attached — or is refused outright by a guardrail.

Start free See what it does

How this is worked out

The chain is short: revenue per lead = deal value × close rate, then profit per lead = revenue per lead × margin, then target CPL = profit per lead × the share you will spend.

A $7,500 deal at a 5% close rate is $375 of revenue per lead. At a 50% margin that is $187.50 of profit, and spending half of it on acquisition puts the ceiling at about $94 a lead.

This is the same function Marketing OS uses to suggest a target CPL during onboarding, which is why the number here and the number in the app agree.

A ceiling only helps if something is watching it

How this is worked out

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