Skip to content
Free tools

Free cost per lead calculator

See what each lead cost you, and what each customer cost once leads buy.

On the campaign or channel

People who filled in your form

Your cost per lead

None yet

Add your spend and leads to see your cost per lead.

Get leads that are worth calling

Reuily lead forms ask about budget and timing and sort every lead as hot, warm or not a fit as it arrives.

Create a free lead form

Free, with no signup. What you enter stays in your browser.

How to use the cost per lead calculator

  1. Enter what you spent. Use one campaign, one channel or one month.
  2. Enter the leads it brought in. A lead is anyone who filled in your form or asked to hear from you.
  3. Add customers if you know them. The calculator then shows what each customer cost and what share of leads bought.

How do you calculate cost per lead?

Cost per lead = spend ÷ leads

For example, $2,500 on ads that bring in 125 leads is $2,500 ÷ 125 = $20 per lead. If 10 of those leads buy, each customer cost $250, and 8% of leads became customers.

Why cost per lead is not the whole story

A cheap lead that never buys costs more than an expensive one that does. Compare channels on cost per customer as well as cost per lead. A channel with a $40 lead and a 20% close rate beats one with a $15 lead and a 2% close rate.

The fastest way to see which leads are worth it is to ask a few qualifying questions on the form itself, such as budget and timeline, and sort leads before anyone calls them.

How to lower your cost per lead

  • Shorten the form. Ask only what you need to follow up well.
  • Match the form to the ad. People who click an ad about quotes expect a quote request, not a newsletter signup.
  • Show one question at a time. Long forms on a phone lose people halfway through.
  • Test one change at a time. Change the headline or the offer, then compare cost per lead over the same number of days.

Templates that go with it

Frequently asked questions

What counts as a lead?

Anyone who gives you a way to follow up and asks to hear from you, usually by filling in a form. Decide your definition once and keep it, so numbers stay comparable.

What is a good cost per lead?

It depends on what a customer is worth to you. If a customer brings in $2,000 and one in ten leads buys, you can afford far more per lead than if a customer brings in $50.

What is the difference between cost per lead and CAC?

Cost per lead divides spend by everyone who asked to hear from you. Customer acquisition cost divides it only by people who bought, and the customer acquisition cost calculator also shows how fast you earn it back.

Should I include tools and salaries?

For a single campaign, ad spend alone is fine and easy to compare. For the whole business, include tools and the time your team spends.

Is my data saved?

No. The calculator runs in your browser, and the numbers you enter are not sent anywhere or saved.

More free tools