Lead Value Calculator: How much can you pay per lead?
Use your average deal value, close rate and margin to calculate what a lead is worth – and the maximum cost per lead that keeps your campaigns profitable.
Results
Enter your deal value and close rate.
What is the value of a lead?
Lead value is the average revenue a single lead brings in. It is your average deal value multiplied by your close rate. If a customer brings €5,000 on average and one in ten leads becomes a customer, each lead is worth €500.
How much can a lead cost?
As long as your cost per lead stays below the lead value, advertising brings in more revenue than it costs. If you calculate with your margin instead of revenue, you get the point at which advertising stops being profitable. A target ROAS lets you plan in a buffer.
What is break-even ROAS?
Break-even ROAS is the ROAS at which your advertising exactly pays for itself – based on your margin. With a 40% margin it is 2.5: every euro of ad spend must bring €2.50 in revenue to avoid a loss.
Why the average is not enough
Not every campaign brings equally good leads. Close rates can vary widely by channel, campaign and ad – and so does the value of a lead. You only see the real lead value per ad once you connect your CRM data with your ad data.
Measure the real lead value per ad
LeadMetrics connects your ad platforms with your CRM and shows revenue, ROAS and cost per acquisition for every ad – instead of an average.
Learn moreMax Mustermann
Meta – Lookalike DE
- 1New lead
- 2Qualified
- 3Proposal
- 4Won
Revenue per campaign
Deals from your CRM, attributed to the ad
| Campaign | Revenue | ROAS |
|---|---|---|
| Meta – Lookalike DE | €30,000 | 5.0x |
| Google – Brand KW | €80,000 | 10.0x |