B2B Calculator — What may a qualified lead cost?

DÜRR Cockpit CPL Calculator

Google Ads CPL Calculator

Funnel · from click to new customer

Clicks i

–

at – / click

→× –

Leads i

–

– / lead

→× –

Qual. leads · SQL i

–

– / SQL

→× –

New customers i

–

– / customer

Your inputs

Ad budget i

€

Ad spend / periodCost per click i

€

Ø CPCConversion rate (LP) i

Clicks → leadsQualification (→ SQL) i

Leads → SQLClose (on SQL) i

SQL → customersØ revenue / customer i

€

Order value · or CLVContribution margin i

Contribution margin on revenueAgency cost i

€

Fixed / periodOther costs i

€

e.g. sales (optional)

Budget1.000 €

Revenue / customer50.000 €

Economics

Total revenue i

–

Total contribution margin i

–

Profit (after all costs) i

–

POAS i –Break-even = 1.0× · margin –

Cost ratio on contribution margin i– · Break-even 100 %

Contribution margin per customer i–

CM –Costs/COGS –

Cost per funnel stage

Stage	Media i	Full cost i	Break-even i
per lead · CPL	–	–	–
per SQL · CP-SQL	–	–	–
per new customer · CAC	–	–	–

Media i = ad budget only · Full cost i = budget + agency + other costs · Break-even i = max. media cost per stage at which the contribution margin just covers the ad budget (fixed costs not allocated per unit). The gap between actual and break-even is your headroom.

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Reaching them is the second.

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Knowing your target values is the first step.Reaching them is the second.

Knowing your target values is the first step.
Reaching them is the second.