What is the average cost per lead

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Cost per lead example Suppose a business invests $2000 into a Facebook Ads campaign that generates 100 qualified leads. Dividing the campaign expenditure by the lead total ($2000/100) returns a modest CPL of $20. Is that cost per lead average, good, or bad? The truth is that it’s entirely context-dependent, as we’ll see in the following sections. What is a good cost per lead? Put simply, a good cost per lead for a given business is a sum that sits comfortably below what that business can expect to make from an average lead.


And converts 10% of its leads, then a $50 CPL will be its break- usa consumer email database even point. Anything below that will be profitable. What is a bad cost per lead? A bad cost per lead surpasses the expected revenue of an average lead, thus leading to net losses that stack up the more sales are made. The expected revenue of an average lead will depend on how much the average customer spends and the rate at which leads result in conversions.




There’s such a thing as a cost per lead industry average. For instance, B2C ecommerce retailers might want to keep their CPL under $100, while a figure closer to $500 might be a more appropriate cap for a fintech business. But even if it were practical to gather the sales data of every business in every industry, calculating the true average CPL wouldn’t be useful.