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Cost per lead calculator

Enter your spend, leads, the share that are qualified and the share that close, and see cost per lead, cost per qualified lead and cost per customer with the equations shown.

By Antoine Martin, Founder, Web Marketing International.
Published 4 November 2026. Last reviewed 4 November 2026.

Short answer

Enter spend, leads, the qualified share and the close share. The calculator divides spend by leads, by qualified leads and by customers won, and shows each equation. It works on your own numbers and does not forecast.

How to use it

Use one lead source and one period at a time, for example last month’s search leads. Enter the total spend for that source, the number of leads you received, the share your team judged qualified and the share of those qualified leads that became customers. Take all four from your own records. Google defines a conversion as an interaction that leads directly to a behaviour valuable to you[2], so what you count as a lead is your decision, and the result moves with it. If sales happen offline, record the outcome against the lead, which is what Google’s offline conversion imports are for[1].

The calculator

Your numbers for one source and one period

Advertising spend plus any fees, tools and creative you want counted, before or after VAT as you prefer, but keep the same basis each time.

Count the enquiries you decided to call a lead, such as form submissions, calls and messages.

Qualified means your sales team agrees the lead fits what you sell and can buy. Use your own records.

From your own sales records for leads from this source.

Results

Fill in every field to see results. Enter 0 where something does not apply.

This is arithmetic on the numbers you enter, not a forecast or a benchmark. A small number of leads makes every figure move a lot, and customers won can be a fraction because the shares are applied as averages.

How it works

  • Inputs: spend in AED, leads as a count, and two shares between 0 and 100 percent.
  • Cost per lead = spend / leads.
  • Qualified leads = leads x qualified share. Cost per qualified lead = spend / qualified leads.
  • Customers won = qualified leads x close share. Cost per customer = spend / customers won.
  • Worked illustration, not a benchmark: AED 10,000 spend, 50 leads, 40 percent qualified and 25 percent closed give a cost per lead of AED 200, 20 qualified leads at AED 500 each, and 5 customers at AED 2,000 each.
  • If a divisor is zero, the result shows as not calculable rather than a number.

Limits: the shares are applied as averages, so customers won can be a fraction. The calculator does not know whether your leads are real, whether spend is complete or whether sales that closed later belong in this period. It does not include VAT unless you did. It stores nothing you type. It is arithmetic on your numbers, never a forecast or a benchmark.

What to do next

Run it for each source and compare cost per customer, not cost per lead. Then read measuring cost per lead and common mistakes and check follow-up with the lead follow-up checklist. If you want help getting accurate numbers in, my conversion tracking service is described on my own site, and I sell it.

Sources

  1. Google Ads Help, About offline conversion imports. Accessed 4 November 2026.
  2. Google Ads Help, Conversion tracking: Definition. Accessed 4 November 2026.