Free tool, no sign-up
Cost per lead calculator for local ads
Find out what each enquiry from your ads really costs, and, more importantly, what each paying customer costs. Works for Google, Facebook and Instagram ads.
Start from an example
Examples only. Change every number to match your business.
Runs in your browser. Nothing you type is saved or sent.
Get more leads for less
Flexi Local runs Google and Facebook ads for local businesses and reports cost per lead and cost per customer every month.
How to use your result
- Use one period, such as last month, for every number.
- Count only leads you can trace to the ads: tracked calls, forms, messages and bookings.
- Look at cost per customer, not just cost per lead. Cheap leads that never book aren't cheap.
- Compare it with what a customer is worth over time, using the lifetime value calculator.
The sums
Cost per lead = ad spend ÷ leads. Customers = leads × your close rate. Cost per customer = ad spend ÷ customers. Return on ad spend = first-sale revenue ÷ ad spend.
Related free tools
- ROAS calculator: Your return on ad spend, and the break-even point at your margin.
- Customer lifetime value calculator: What a customer is worth over time, and what you can spend to win one.
Questions about this tool
What's a good cost per lead?
It depends on what a customer is worth to you. A roofer can afford far more per lead than a café. Work out your lifetime value, then decide what you're happy to pay to win one customer.
Why is my cost per customer so much higher?
Because not every lead books. Answering fast, following up and having good reviews all raise your close rate, which brings cost per customer down without spending more.
Should I include my agency's fee?
For the full picture, yes. Add the fee to the ad spend to see your true cost per lead.
See where you rank before you spend another dollar on marketing.
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