We use cookies for analytics and ads to improve this site. Privacy policy

Cookie settings

Strictly necessary cookies (security, and remembering this choice) are always on. Privacy policy

Analytics & ads cookies

Free calculator · Lead generation

B2B lead cost calculator: what does a new client really cost?

In B2B the cost per lead is only the start. Follow your money through qualification, quotes and closing to see what one new client actually costs, and how long before it pays back.

Example numbers - replace with yours

Your result

Your funnel this month

What would change it

The same numbers with one thing improved, worked out live.

    Full breakdown

    Every number this calculator works out.

    Compare scenarios

    Save up to three versions and compare them side by side.

    Send me this plan

    Get these numbers on WhatsApp and email, with a link that reopens them. Your result stays on this page either way.

    We use your details to send the plan and to follow up once. Privacy Policy

    How this is calculated
    1. Clicks = ad spend ÷ cost per click. Leads = clicks × click to lead rate (or ad spend ÷ cost per lead).
    2. Qualified leads = leads × % that qualify. Meetings = qualified leads × % that reach a meeting. Deals won = meetings × close rate.
    3. CAC = ad spend ÷ deals won. Cost per lead = ad spend ÷ leads.
    4. Value per client in year one = deal value (one-time), or deal value per month × months they stay (monthly; whole months, at least 1). Deal value won = deals won × that.
    5. ROAS = deal value won ÷ ad spend. Break-even ROAS = 1 ÷ gross margin.
    6. Gross profit after ad spend = deal value won × gross margin − ad spend.
    7. Most you can pay per client = value per client in year one × gross margin. Cost per qualified lead = ad spend ÷ qualified leads.
    8. Payback, in months: for a monthly deal that runs more than a month = sales cycle (days ÷ 30) + CAC ÷ (deal value per month × gross margin), as long as CAC ÷ (deal value per month × gross margin) is no more than the months they stay in year one; when it is more, the client leaves before paying it back ("not within the months they pay"). For a one-time deal (or one month) = the sales cycle when the deal's gross profit is at least CAC, otherwise never. Time to revenue = the sales cycle.
    9. Pipeline value = meetings × value per client in year one.

    Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.

    Questions

    About this calculator

    It depends on what a client is worth to you. The useful limit is the most you can pay per new client, which is the gross profit one client brings. Divide it back through your close rates and you get the most you can pay per lead. The calculator shows both.

    Cheap leads that never qualify cost more per client than fewer, better leads. Cost per client (CAC) includes every drop-off between the first enquiry and the signed order, so it is the number to manage ads by.

    Choose "Monthly" under "How clients pay". The value then reads per month, and you enter the months they stay in year one. The results show the value per client in year one (per month × months), and revenue, payback and ROAS count that whole first year.

    No. They are starting values so the page is not empty. Replace them with numbers from your ads account and your sales register.
    More free calculators

    Work out the next number

    Appointment and booking calculatorLead generation Ad spend and ROAS calculatorPlan ad spend D2C ecommerce profit calculatorOnline store D2C product profit calculatorOnline store Store footfall calculatorLocal footfall Lead leakage calculatorStop losing leads

    See all free tools & calculators →