Are your ads bringing in enough paying customers?
More leads sound great. Until you’re spending your afternoon chasing people who aren’t a good fit, haven’t got the budget or apparently never filled in your form.
Whether your campaigns drive calls, form submissions or appointment bookings, lead quality matters. How many are suitable, how many become paying customers and what’s left after doing the work? That’s where our lead calculator comes in.
Use our free lead calculator to see what it costs to win a customer and what you can afford to pay for leads that are worth having.
Are your leads worth what you’re paying for them?
Calculate my lead costsWHAT YOU’LL LEARN FROM THE CALCULATOR
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Work out what you can afford to pay for a lead, and whether your ads leave enough money in the business. Customers = paid leads × qualified rate × qualified lead close rate. Revenue = customers × average customer revenue. Contribution after marketing = revenue × service contribution margin − ad spend − marketing fees. Media CPL = ad spend ÷ paid leads. Fully loaded CPL includes marketing fees. Customer acquisition cost includes both ad spend and fees. Break-even CPL = customer revenue × contribution margin × qualified rate × close rate. Target CPL = break-even CPL × (1 − contribution to keep). Both CPL limits include marketing fees. The equivalent media-only target subtracts fees per lead. This is a model for customers acquired from one month’s paid leads, not an attribution report or net profit calculation. Match close rates to lead cohorts that have had time to convert. Fixed overheads, tax and cash collection timing are not modelled. A 12-month revenue view does not mean the cash arrives this month. No industry benchmarks or assumed lifetime value are used. Getting enquiries is one thing. Making them worth having is another.Cheap leads. Expensive mistake?
Your lead economics
Example figures
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HOW WE CAN HELP YOUR BUSINESS
- Google Ads
- Feed Optimisation
- Microsoft Ads
When paid search isn’t quite doing what it should, it’s rarely one obvious problem. It’s a mix of small inefficiencies adding up and draining budget. The focus should be on tightening things up, fixing what’s underperforming, and turning paid search into a channel that drives consistent, profitable growth, based on your targets
- Meta Ads
- TikTok Ads
- Pinterest Ads
When paid social isn’t pulling its weight, it’s usually a mix of tired creative, unclear messaging, and budget going to the wrong places. The focus should be on doubling down on what actually drives purchases, refreshing what people see, and turning paid social into a channel that scales profitably, and on your terms
- Meta Creative
- Google Creative
- UGC Creative
We make creative that does what it’s supposed to do. From videos that stop the scroll to statics that are ready to go on Meta and Google, it’s all built to drive results, not just sit there looking nice.
- Consulting
- Training
- Audits
When growth starts to feel unclear, it’s rarely one big problem. It’s usually a mix of gaps across strategy, data, and execution. Through consulting and training, the focus is on bringing clarity to what’s actually driving performance, upskilling your team where it matters, and building a plan you can confidently scale based on what your business needs right now.