Lead Value
Calculator.
Find out what one lead is really worth to your business, and the most you can pay for it before marketing stops making money.
Example: a general dentistry patient. Examples to show the math, not industry benchmarks. Edit every number to match your business.
Use 1 if customers usually buy once.
Enter what you pay per lead today to see if it is comfortable, tight or losing money.
Where your cost per lead lands
Add your current cost per leadBreak-even cost per lead by close rate
Same customer value and marginQuick start
How to use it
Start with an example or your numbers
Tap an industry to load example numbers, then change every field to match your business. The examples are only a starting point.
Be honest about close rate and margin
Close rate is the share of leads that become paying customers. Margin is what is left of the revenue after the cost of delivering the work.
Compare with what you pay today
Add your current cost per lead to see if it is comfortable, tight or losing money, then share the link with whoever runs your ads.
Questions
Good questions.
Straight answers.
How do you calculate the value of a lead?
Multiply the average value of one visit or purchase by the number of visits a customer makes over their lifetime. That is the lifetime value. Multiply it by your close rate to get the revenue one lead is worth, and by your margin as well to get the profit one lead is worth.
What is the maximum I should pay per lead?
Your break-even cost per lead is the profit one lead is worth: lifetime value x close rate x margin. Paying that much means ads only pay for themselves, so most businesses aim to spend a share of it, often a third or less, and keep the rest as profit.
Are the industry numbers benchmarks?
No. The dental, law, med spa and home services numbers are made up examples to show how the math works. Real values vary a lot by location, service mix and pricing, so replace every field with numbers from your own books and CRM.
Should I use lifetime value or first visit value?
Use lifetime value if customers really come back and you can wait for the payback. If cash is tight, also run the numbers with a lifetime of 1 to see what a lead is worth on the first sale alone.
Why does close rate matter so much?
Every lead you do not close still cost the same to get. Going from a 20% to a 30% close rate makes every lead worth 50% more, which is often cheaper to achieve with faster follow up than buying more leads.
Ready to grow?
Paying too much per lead?
Let's bring it down.
Sharper targeting, better landing pages and faster follow up make every lead worth more. Let's talk about growing yours.