What can you afford to pay per lead?
Enter your average first-year deal size, gross margin, lead-to-opportunity rate, win rate and the return you want on media. The calculator returns break-even ROAS, the maximum cost per lead, per opportunity and per customer, and the target CPA and ROAS to put in Google Ads and LinkedIn.
Last updated
1x is break-even. 3x means each media dollar should bring back three dollars of gross profit.
Pay no more than $525 per lead
At a 3.0x target return. Break-even ROAS is 1.4x and the most you can pay per qualified opportunity is $11K.
Figures stay in your browser unless you ask us to send the full plan.
How it works
Gross profit per deal
Deal size times gross margin. Break-even ROAS is revenue divided by that profit share, so it is 1 divided by margin.
Value per lead
Gross profit per deal times lead-to-opportunity rate times win rate.
Maximum costs
What you can pay per lead, per opportunity and per customer before media loses money.
Targets
Divide by the return you want, for example 3x, to get the CPA and ROAS targets to bid toward.
What is break-even ROAS?
The return on ad spend at which gross profit from ad-driven revenue exactly covers the ad cost. With a 70% gross margin, break-even ROAS is about 1.43x: every dollar of media must bring back $1.43 of revenue.
How do I calculate a target CPA for B2B?
Work back from the deal: gross profit per deal times the win rate gives the most you can pay per opportunity; times the lead-to-opportunity rate gives the most per lead. Divide by your target return to set the bid target.
Why not just use the platform’s CPA?
Platform CPA counts form fills, which vary wildly in quality. Set targets on qualified opportunities and send those back to the platform as offline conversions so bidding optimizes to them.
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