Cost per lead calculator

Use this cost per lead calculator to divide campaign cost by leads. Add your lead to customer rate to see the cost of each new customer and the leads a sales goal needs.

Free, no sign-up. Runs in your browser, with no AI calls.

Your result

Cost per lead
$15

Cost per lead = campaign cost / leads

Customers from these leads
16

Customers = leads × lead to customer rate / 100

Cost per customer
$75

Cost per customer = campaign cost / customers

Leads needed for the customer goal
50

Leads needed = customer goal × 100 / lead to customer rate, rounded up

Budget for the customer goal
$750

Budget = leads needed × cost per lead

What this means

Each lead costs $15. With 20.00% of leads becoming customers, each new customer costs $75.

Next step

Compare the cost per customer with what a customer is worth over time. To lower it, answer every lead quickly and drop the sources whose leads rarely buy. Estimate customer lifetime value

Worked example. Change the inputs to use your own data. Currency follows the page language; no exchange-rate conversion is applied.

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Cost per lead is campaign cost divided by the leads it brought. A campaign costing 1,200 that brings 80 enquiries has a CPL of 15. If one lead in five becomes a customer, a 20% close rate, each customer costs 75, and 10 new customers need 50 leads, or 750 of spend.

How to use this tool

Define a lead
A lead is a person who asked to hear from you, through a form, a call or a booking request. Count each person once, in the same date range as the cost.
Calculate cost per lead
Cost per lead = campaign cost / leads. Google Ads reports the same figure as cost per conversion when the conversion action is a lead.
Follow leads to customers
Cost per customer = campaign cost / (leads × close rate / 100), where the close rate is the share of leads that buy. Leads needed = customer goal × 100 / close rate, rounded up; budget = leads needed × cost per lead.

Google Ads Help: cost per conversion

Questions before you start

No. Cheap leads that never buy cost more per customer than dearer leads that do. Compare campaigns on cost per customer once you know how many leads from each one became buyers.

At least the ad spend. Add landing page, form tool and agency costs if you want the full cost of the campaign, and keep the same rule every month so the figures stay comparable.

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