What should your leads cost you?
Pick your sector and monthly ad budget to see how many leads it should buy, what each new customer costs, and how a well built campaign compares with the market average.
Cost per lead calculator
Pick a service for a tighter estimate.
Not sure? Start with 15%, then change it to your own figure.
What a typical new customer spends with you. Leave it blank if you only want lead numbers.
Well built Meta campaign
38 to 188
leads a month at £8 to £40 per lead
Same budget, different cost per lead
We don't publish a typical range for motor dealers, but our Northern Motor Group campaign brought van enquiries in at £2.70 each.
Estimates only, not a promise. See where the numbers come from.
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Leave your details and we'll come back within one working day with a realistic cost per lead for your area and services. No obligation.
Where the numbers come from
Three sets of figures go into every estimate. The full tables are in our UK cost per lead benchmarks guide.
Market averages
What advertisers pay on average for a lead on Meta and Google, from WordStream by LocaliQ's 2026 benchmarks. The data comes from US advertisers, so we convert it to pounds at roughly 77p to the dollar.
Well built campaigns
The typical cost per lead across our own client campaigns in 2026: exclusive leads from Meta ads, 30 to 45 days in, outside London. Where a sector has very different services, we break it down by service.
Your numbers
Your close rate and customer value turn leads into customers and revenue. Where we publish a typical value for a service, we fill in the lower end so the estimate stays cautious.
Sources: WordStream by LocaliQ (2026), Facebook advertising benchmarks and Search advertising benchmarks.
Common questions
How accurate is this calculator?
It gives you a realistic range, not a quote. Market averages come from WordStream by LocaliQ's 2026 benchmarks, and the well built ranges come from our own client campaigns in 2026. Your area, your offer and the strength of your ads will all move the numbers, which is why we're happy to check them for your business.
What counts as a lead?
Someone who has asked to hear from you about your service, through a form, a call or a message. The figures here are for exclusive leads, which go to your business only, not shared leads sold to several firms at once.
Why is Google more expensive than Meta in some sectors?
On Google you pay to appear when someone searches, and competition for those searches pushes the price up. Meta reaches people before they search, which is usually cheaper per lead but needs fast follow up. Many businesses use both. Our Meta ads vs Google ads guide goes into more detail.
Do leads cost more in London?
Usually, yes. Our well built ranges are for campaigns outside London. Add 30 to 50 percent for London and the South East, where clicks cost more and competition is higher.
What should I do with my estimate?
Use it as a sanity check on what you pay now. If your cost per customer is well above the range for your sector, there is usually room to improve your ads, landing page or follow up. Leave your details and we'll give you a realistic figure for your area.
Rather talk it through?
Book a free 30 minute discovery call. We'll look at your services, your area and what you pay now, and give you a straight answer on what leads should cost.
Book a free discovery call