Lead Pricing Calculator
Find out exactly what to charge per lead based on your client's sales metrics. Flip to the Client ROI tab to show buyers the return on their investment.
Your Numbers
What you sell each lead for
What it costs you to generate each lead
Number of leads per order or per month
Per Lead
Gross Profit / Lead
$125.00
Margin
38.46%
Decent margin — watch your costs closely
Per 100 Leads
Order Price
$32,500
Ad Spend
$20,000
Gross Profit
$12,500
Automate your lead pricing and distribution
Lead Distro AI handles lead routing, buyer caps, cost tracking, and real-time profit reporting — so you can stop using spreadsheets and start scaling.
How Lead Pricing Works
Start With the Client's Numbers
The best way to price a lead is to work backward from your client's economics. What is their average sale worth? What percentage of leads do they actually contact? Of those, how many close? These three numbers — sale amount, contact rate, and close rate — determine the maximum a client can afford to pay per lead and still be profitable.
The Conversion Rate Funnel
A raw lead is not a phone conversation. If your client's contact rate is 40% and their close rate is 15%, only 6 out of every 100 leads become paying customers. That 6% conversion rate is the bridge between what a lead is worth in theory and what it is worth in practice. The calculator multiplies the client's ideal CPA by this real-world conversion rate to arrive at a data-driven price per lead.
Client ROI Is Your Best Sales Tool
Most clients evaluate leads by one number: return on investment. If they spend $3,000 on 100 leads and close 5 deals worth $1,500 each, their gross revenue is $7,500 and their ROI is 2.5x. Show a prospective buyer a 2x+ ROI and the price per lead almost sells itself. Use the Client ROI tab to build this business case before your next pitch.
Benchmarks by Vertical
Lead pricing varies widely by industry. Personal injury leads can command $30–$150+ depending on case type and exclusivity. Home services leads (roofing, HVAC, plumbing) typically range from $15–$75. Insurance leads fall between $5–$40. Higher-value verticals with longer sales cycles justify higher CPLs because the downstream deal value supports it. Adjust the calculator inputs to match your specific vertical and see how the numbers change.
From Spreadsheets to Automation
This calculator gives you the formula. Lead Distro AI gives you the platform to execute it — automated lead routing, real-time cost tracking, buyer cap management, and profit reporting across every campaign.
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