Free cost per lead calculator
How much can you pay for one lead?
Divide your first-year deal by the leads you need for one customer. That is the most one lead is worth to you
Example numbers. Type yours
Don't know your rate?
We found no public count of meetings per 100 leads that we trust. So we print none
Your own rate on your own buyers is the one to trust. Your free 10 show whether our leads fit them. A pack of 50 is enough to measure your meeting rate
Don't know your rate?
One report puts it at 19%, from opportunity to customer (Ebsta and Pavilion, 2025)
That counts deals already in progress. A first meeting comes earlier, so fewer of them close
Your own rate on your own buyers is the one to trust. Your free 10 show whether our leads fit them. A pack of 50 is enough to measure your meeting rate
Your top price for one lead
$240
Pay well under it. Your time to write and follow up costs money too
100 leads for one customer · 100 leads a month for your goal
With us Pack of 100, $3,600
One SDR month, in our leads 185 leads
An SDR finds buyers and writes to them. One month of pay is $6,667 (The Bridge Group, 2025). Counted at $36 a lead
Your top price: $240
A form fill only $25–50
A form fill with extra filters $40–80
A phone check that also confirmed interest $80–150
A caller also asked about budget, need and timing $150–400
INTENTchart, by pack size $34–40
Our lead leaves room under your top price, even at $40 in the smallest pack. For 100 leads a month, that is Pack of 100, $3,600
Your top price for one lead = your first-year deal ÷ the leads for one customer
To count those leads, divide 100 by your meetings per 100 leads, then by your close rate as a share (20% is 0.2)
At that price you only break even: the leads cost the whole first-year deal. Your sales time and margin are not counted, so pay well under it
Examples by deal size
The rates below are examples we made up. None is a rate we promise for our leads. In both columns, 1 meeting in 5 becomes a customer. Type your own into the calculator above
| First-year deal | Hopeful 5 meetings per 100 leads100 leads for one customer | Cautious 2 meetings per 100 leads250 leads for one customer |
|---|---|---|
| $5,000 | $50 a lead | $20 a lead |
| $25,000 | $250 a lead | $100 a lead |
| $100,000 | $1,000 a lead | $400 a lead |
With a $5,000 deal at the cautious rate, the top price is $20. That is under our lowest price, $34 a lead. At that deal size, try your own meeting rate in the calculator above. It decides whether our leads pay
What to do with your top price
- Over $40, our highest price per lead: a pack can pay for itself. Get a first read of your meeting rate on the smallest one. See pack prices
- Between $34 and $40: only a bigger pack pays, or any pack at the startup price. See if our leads fit your buyers with your free 10 first
- Under $34, our lowest: our leads can pay only at the startup price. A startup with a funding round in the last 24 months pays 20% less: see startup prices. Without a round, or under the startup price too, compare other ways by cost per held meeting. Leads, an SDR or an agency, compared
How it is worked out
- Leads for one customer are rounded up. Your top price is rounded down to whole dollars
- Leads a month = leads for one customer × the customers you want
With the example: 100 ÷ 5 ÷ 20% = 100 leads. Then $24,000 ÷ 100 = $240
If you track each step: leads × reply rate × replies that book a meeting × meetings that happen = meetings held
The page counts the first year only. A customer who renews is worth more to you
The same method, with two examples: What a B2B lead costs in 2026
A lead from us is one person who fits your ICP, the roles and companies you sell to. They engaged with content on your topic in the last 90 days. A person checked each one online and by phone How we check each lead
Questions about cost per lead
What is a good cost per lead for B2B?
A good one sits well under your own top price, so your sales time is paid too. One seller of leads from B2B content lists $25–$50 a lead for a form fill only. With a caller who asked about budget, need and timing, it lists $150–$400 (Sotros, June 2026). Ours is $34 to $40 a lead
All four price bands, with their sourcesHow is cost per lead calculated?
Divide what you paid by the number of leads you got. A pack of 100 for $3,600 is $36 a lead. Your sending tools and your time are extra, so the real cost is higher. This page works the other way: from your deal to the most you can pay
Costs that are not on the price tagWhat is a good lead to customer rate?
We found no public number we trust for leads like ours, so we print none. For the last step, one report puts the win rate at 19%, from opportunity to customer (Ebsta and Pavilion, 2025). Measure your own: held meetings per 100 leads, then customers per meeting. A pack of 50 gives a first, rough read of your meeting rate
The pack of 50What is the difference between cost per lead and cost per meeting?
Cost per lead is what you pay for one person to write to. Cost per held meeting is what you paid, divided by the meetings that took place. A cheap lead that never becomes a meeting costs more per meeting. Compare a pack, an SDR or an agency by cost per held meeting
Leads, an SDR or an agency, comparedWhy does the calculator count only the first year of a deal?
It keeps the top price on the safe side. A customer who renews is worth more to you, but a renewal is not certain at the start. If most of your customers renew, type two years of revenue as your deal