CPL indicates how much one lead cost. Once you know the CPL and the quality of the lead, you can budget and scale your campaigns sensibly.
What is CPL?
CPL (Cost Per Lead) is the cost of acquiring a lead. It indicates how much you spent on media and work per lead. CPL is suitable for goals where the user leaves contact details, books a demo, or downloads a guide.
In brief: CPL = Cost / Leads.
How is CPL calculated (example)
Media costs: €2,400
Work + tools (optional, if you want the full picture): €600
Leads: 100 pcs
Only media: CPL = 2,400 / 100 = €24
Full cost: CPL = (2,400 + 600) / 100 = €30
Decide in advance whether to include only media or also work in the CPL calculation. Keep the line consistent in reports.
7 steps to implementation
Define a lead. Form, booking, call – what do you count as a lead?
Connect measurement. GA4 + GTM: main event (lead_submit), remove duplicates.
Segment sources. Brand vs. generic, retargeting separately → honest CPL.
Set limits. E.g. “CPL ≤ €45” or industry-specific target.
Improve CVR. Shorter form, clear offer, fast page → CPL decreases.
Eliminate waste. Negative keywords, target group definition, remove poor creatives.
Check quality. A lead isn’t a lead if it doesn’t progress. Track SQL-%/close rate.
Most common mistakes
All leads in the same pile. Different channels and campaigns mixed → CPL looks nice, but doesn’t tell the truth.
Duplicate measurement. The same event fires on the thank you page and button → CPL is distorted.
Too long form. Unnecessary fields kill the conversion.
Wrong offer. Without a concrete benefit (audit, demo, template), the lead remains expensive.
No quality monitoring. If 70% of leads are “not responding,” CPL appears deceptively good.
FAQ
What is a “good” CPL?
It depends on the industry and the value of the deal. In expensive B2B, €50–150 might be okay, while in local services, €10–40 is typical.
Should work costs be included?
At least report media-CPL separately. Full CPL (media + work) helps in budgeting and assessing profitability.
Why should branding be separated?
Branding often produces a low CPL and distorts the overall picture. Keep brand, generic, and retargeting separated.
How can I achieve a quick drop in CPL?
Increase conversion rate (headline, CTA, speed), close the most expensive search terms, refine the target audience, and test new hooks.
CPL vs. CPA?
CPL = cost per lead. CPA usually refers to the cost of a "completed conversion" (purchase/subscriber). Choose the one that aligns with your goal.
CTA
Do you want to reduce CPL without sacrificing quantity?
Order a lead audit – we will review the measurement, the form, and the quality of traffic and provide a 30-day improvement checklist.
