CPL – Cost per Lead

Definition

CPL (Cost per Lead) indicates how much a company needs to invest on average to generate a qualified contact (lead). A lead is typically a contact request, newsletter signup, or completed form. CPL is the central cost metric especially in B2B marketing and for service companies.

Formula

Example

A LinkedIn Ads campaign costs €1,500 and generates 30 contact requests. The CPL is €1,500 / 30 = €50 per lead. In B2B, CPLs can range from €20 to €200 depending on the industry.

Optimization Tips

Optimize your lead forms (fewer fields = more leads). Use lead magnets like whitepapers or webinars. Test different audiences and ad formats. Implement lead scoring to evaluate lead quality.