Learn cost per lead. Google average $70.11, LinkedIn $75-200, Facebook $27.66. See by industry.
By The Ad Spend
The cost to generate one qualified lead through advertising. Primary metric for B2B and service businesses where conversion is a form fill or call.
Formula
Total Ad Spend ÷ Leads
Benchmark range
Google Ads average: $70.11. Legal: $131.63. LinkedIn: $75-200. Facebook Leads: $27.66. Real Estate Facebook: $16.61.
Why it matters
CPL only tells part of the story. A $200 lead that closes at 20% beats a $50 lead closing at 2%. Track lead-to-customer conversion to find true acquisition cost. Facebook legal CPL ($18.17) is 7x cheaper than Google ($131.63)—worth testing.
