Lead Cost Calculator
Get the real numbers — cost per lead, cost per customer, ROAS — across your paid mix.
Lead Cost Calculator
Work out your true cost per lead and cost per customer — including ad spend, agency fees, and time spent.
Cost per lead
£—
Cost per customer
£—
ROAS
—×
If your cost-per-customer is more than 25–30% of customer value, your paid mix usually needs a rethink — or your conversion rate needs help.
Get a Paid Media AuditWhat to do with the numbers
- If CPA is over 30% of customer value — your channel mix needs work. Usually: wrong keywords, bad landing page, or weak follow-up.
- If ROAS is under 3× — review your campaign structure. Most ad spend should be on high-intent keywords with proven conversion.
- If your close rate is under 20% — the leak is in sales, not marketing. More leads won\'t fix it.
Frequently asked questions
What's a "good" cost per lead? +
It depends entirely on customer value. A trade with a £1,500 average job can afford £30–£60 per lead. A legal firm with a £8,000 case can afford £200+. The rule of thumb: cost-per-customer should be 15–25% of customer value.
What's a "good" ROAS? +
For most service businesses, 4× ROAS (£4 revenue per £1 ad spend) is healthy. Under 3× usually means there's a leak somewhere — wrong keywords, poor landing page, or bad close rate.
Should I count my own time as cost? +
Yes, especially if you're managing the ads yourself. Include 1–2 hours/week at your hourly rate as "agency fee" to get the true picture.
Why are my real numbers worse than the benchmarks? +
Three common reasons: 1) bidding on too-broad keywords (e.g. "plumber" instead of "emergency plumber Manchester"), 2) landing page mismatched to the ad, 3) phone enquiries not being answered fast enough.