Lead Gen ROI Calculator

Enter your numbers. See the value of every lead, cost per lead, and what you're leaving on the table. Instant results, no email required.

Your numbers

Total inquiries, form fills, calls
% of leads that become paying customers
Revenue from one closed deal
Ads, SEO, content, tools — total spend
Industry avg: 30-50%. Leads that go cold before you respond.

How to use this calculator

This calculator shows the true value of every lead your business generates — and the cost when leads slip through. Most businesses underestimate both numbers.

What each metric means

  • Value per lead: What a single lead is worth based on your close rate and deal value. This is the number to use when evaluating any marketing channel.
  • Cost per lead: Your total marketing spend divided by leads generated. If this is higher than your value per lead, you're losing money on acquisition.
  • Marketing ROI: Revenue from leads minus marketing spend, divided by spend. Above 300% is strong. Below 100% means you're spending more than you're making.
  • Revenue lost: The revenue you're leaving on the table from leads that go cold before you follow up. Research from Harvard Business Review shows most leads never get a timely response — most businesses can recover significant revenue here.

Industry benchmarks

  • Organic search CPL: $164 avg (vs $310 for PPC). Source: First Page Sage CPL Report
  • Average close rate: 15-25% for most local service businesses
  • First-responder advantage: 78% of customers buy from whoever responds first (Lead Connect)
  • Automation ROI: 544% average ROI on marketing automation (Nucleus Research)

Related resources