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.
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What 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.