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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 CA / tax firm

Your funnel this month

What would change it

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

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    Every number this calculator works out.

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    How this is calculated
    1. Clicks = ad spend ÷ cost per click. Enquiries = clicks × click to enquiry rate (or ad spend ÷ cost per enquiry).
    2. Qualified enquiries = enquiries × % that qualify. Consultations = qualified enquiries × % that reach a consultation. Engagements signed = consultations × close rate.
    3. CAC = ad spend ÷ engagements signed. Cost per enquiry = ad spend ÷ enquiries.
    4. Value per client in year one = engagement value (one-time), or engagement value per month × months they stay (monthly; whole months, at least 1). Engagement value won = engagements signed × that.
    5. ROAS = engagement value won ÷ ad spend. Break-even ROAS = 1 ÷ gross margin.
    6. Gross profit after ad spend = engagement value won × gross margin − ad spend.
    7. Most you can pay per client = value per client in year one × gross margin. Cost per qualified enquiry = ad spend ÷ qualified enquiries.
    8. Payback, in months: for a monthly engagement that runs more than a month = sales cycle (days ÷ 30) + CAC ÷ (engagement value per month × gross margin), as long as CAC ÷ (engagement 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 engagement (or one month) = the sales cycle when the engagement's gross profit is at least CAC, otherwise never. Time to revenue = the sales cycle.
    9. Pipeline value = consultations × 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.
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