What’s a good cost per lead in digital marketing?
Short answer: It varies widely — from ~$20–$50 for local services to $200–$1,000+ for B2B, legal, and finance. A “good” cost per lead is simply one where the lead’s value comfortably clears its cost — aim for a 3–5× return.
Typical ranges by industry
- Local home services — ~$20–$75
- Healthcare / dental — ~$50–$200
- E-commerce — ~$10–$60
- B2B / SaaS — ~$100–$500
- Legal / finance — ~$250–$1,000+
What “good” really depends on
CPL alone is meaningless without two numbers: your average customer value and your close rate. A $300 lead is a bargain if you close 1 in 3 and each client is worth $5,000.
Find your target CPL
Target CPL = (customer value × close rate) ÷ your desired return. Then lower it with tighter targeting, better landing pages, and stronger offers.
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