Everything You Need to Know About Cost Per Lead (CPL)

When businesses pay for possible sales leads or promote data to active consumers, it leads to CPL. The tactic aims at targeting potential customers who are more likely to buy your products or services. All you have to do is contact the client and close the sale. Though to determine the most economical use of your budget, you need to have a comprehensive understanding of cost per lead.

How to Calculate Cost Per Lead?

To measure cost per lead, use the following equation:

How to Calculate Cost Per Lead?
CPL Formula to calculate

Cost Per Lead = Total cost of Ads campaign/ number of leads generated

For instance, if you have an approximate budget of $1,000 to invest in an AdWords campaign. In case you achieve 100 qualified leads from the campaign, you will get a CPL of $10. It helps in determining where you need to focus your marketing efforts that can significantly influence customer acquisition cost.

Who might be interested in determining the cost per lead?

If you intend to track the marketing effectiveness at a granular level, you should perhaps know how to determine the cost per lead. To minimize the cost per lead, you need to produce the same profit from every lead. CPL is particularly important to determine the direct response marketing that can result in call-to-action.

One common example is digital display advertisements with CTAs such as ‘click here to buy’. The example demonstrates a straightforward way to figure out CPL coming through the channel since the user action can be easily tracked.

How to reduce your CPL for online campaigns?

To minimize CPL, you need to follow multiple effective strategies. As a passionate marketer, you will love to explore them. One common tactic is to lower your bids. If you are constantly bidding in the same way, it might affect your bottom line. Trial and error are important to effective growth marketing and therefore you need to experiment with that. You may find a great spot where you are bidding somewhat less and receive excellent outcomes from your campaign.

Besides, one can figure out other effective ways to lead generation organically. For instance, Search Engine Optimization is one of the most cost-effective ways to generate leads. If you want to invest some more time in developing an appealing company blog that ranks high on search engines, it can undeniably result in significant profits. Likewise, cost per lead on social media is still very economical in comparison to the cost per lead on display advertisements. An engaging and creative social media account might result in dividends for your business.

Lastly, you should also think about evaluating the internal data. You might need to explore when to check your performance. At times, you are paying more for poor results on mobile bids. It will probably encourage you to reduce the CPL and emphasize more on your efforts to drive sales through desktop bidding.

Many businesses prefer using cost per lead advertising campaigns in their marketing plans and that’s probably for good reasons. This campaign has a competitive benefit over traditional and other digital marketing strategies. Let’s go through some of the prominent benefits you will frequently come across.

Assured Leads

As advertisers only pay for qualified outcomes, CPL campaigns through publishers guarantee lead generation. If the consumer doesn’t perform the desired action, the advertiser is neither paying any cost nor wasting resources in an attempt to convert a non-potential user. Besides, digital marketers often set certain actions such as the form submit. They can use this information to profile the received leads. Undoubtedly, this is one of the most efficient ways to filter high potential leads from all those non-potential consumers.

Accurate Targeting

Cost per lead advertisements helps in generating leads and typically target the most promising and genuine consumers for your products or services. Anyone who clicks on the ad is truly interested in the featured product or service. Subsequently, they are the easiest potential users to convert into customers. As we have discussed above, actions such as a form submit don’t cost any money in addition to receiving the personal and contact details. In the corporate world, the information of users has incredible significance and at the same time crucial to beat the competition. Any visitor who is willing to sign up for more information is more likely to convert.


As we have already mentioned, advertisers only pay the cost they receive from the publishers. Cost per lead is an economical and efficient method for advertisers with usually more marketing budget to promote their goods and services. In case an advertisement fails to produce the expected results, the marketers are not responsible to pay for it. Moreover, advertisers can easily track their results and can modify their ads and strategies at any time. This saves businesses from wasting their important resources to non-beneficial campaigns. That way, they can effectively channel their finance in another direction. 

Measurable Performance 

By setting a certain price for every lead, you can conveniently calculate and monitor the profit of the investment. This is particularly important for in-depth performance evaluation to help advertisers with informed decisions for each lead generation campaign. In addition to generating leads, CPL campaigns help in increasing the overall exposure and responsiveness of the brand. If you set a high lead count, the advertisements will remain on the publisher’s site until the desired target is achieved. This long-term visibility will eventually lead to more display views and impressions, thus promoting brand awareness.

Low Risk 

There is little or no risk for the advertisers as there is a minimal risk of click frauds. Since every lead requires an action, therefore every lead must be unique and effective. For instance, a form submit that requests for personal and contact information simply cannot have matching information. Besides preventing fraud, marketers use cost per lead to avoid risk of wasting any marketing finances. A lead that doesn’t convert immediately, however, the user has expressed some interest has still a potential to convert.

Summing Up:

Certain things are even more important to a digital marketer than receiving, evaluating and monetizing leads. Executing strategies that maximize profits and at the same time minimize costs can result in significant progress of your business. We hope you can use this information to maximize your marketing efforts in the best way possible.

What is Cost Per Lead?