What is a good cost per lead?
It depends on your industry and what a customer is worth to you. Judge cost per lead against value per customer, never in isolation.
Wrong question, and fixing it will save you real money. Cost per lead means nothing by itself, it only means something next to what a customer is WORTH to you. A five dollar lead is expensive if leads never convert. A fifty dollar lead is a steal if one customer brings you two thousand. So run the only math that matters: what does an average customer pay you over time? How many leads does it take to create one customer? Divide, and now you know YOUR good cost per lead, nobody else's. Chasing the cheapest lead is how people end up with piles of names nobody can reach. Buy on value, not on price tag. Cheap that converts nothing is the most expensive thing sold.
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