Free tool · runs in your browser
Leads & CAC Calculator
Two questions every service business asks. How many leads and sales will my ad budget bring? And what does one customer really cost me in ads? Answer four fields and you have both. Nothing uploaded, nothing stored.
- Leads and sales from a budget
- Cost per sale from your close rate
- Share the result as a link
at $60 per lead · example
$60 per lead · 3 of 10 leads buy · example
Step 1 · Your sales
If 10 customers reach out to you, how many end up buying?
Count the whole journey, whatever it takes: one call and a handshake, or a site visit, a quote and three follow-ups. Only the end result matters here.
You enter
You get
- 30%close rate: leads that buy
- 3.3leads you need for one sale
Step 2 · The money
Your budget and what a lead costs
You enter
You get
If a lead turns out cheaper or dearer
The same budget and close rate at half, three quarters, one and a half and twice your cost per lead.
| Cost per lead | Leads | Sales | Cost per sale | Gross profit after ads |
|---|
How it could pan out, across your full ranges
Every cost per click down the side against every conversion rate along the top, at your budget. Stronger teal is better.
How it works
Four fields, two answers
Every number in the tool is one you already have or can guess. The example numbers are there so you can see it move; they are not benchmarks.
- 1
Pick your question
Leads and sales from a budget, or your cost per sale from a cost per lead you already know.
- 2
Answer the sales question
Out of ten people who reach out, how many end up buying? Count the whole journey, whatever it takes.
- 3
Add the money
Your monthly budget and cost per lead, or just the cost per lead. No lead cost yet? Enter a low-to-high range for cost per click and conversion rate instead. Tick the box to add your average ticket and margin if you want revenue and profit too.
- 4
Read the tiles
Leads, sales and cost per sale update as you type. Copy the summary or share the link with your team.
The maths
Where each number comes from
Plain words, no hidden factors
- Leads = ad budget ÷ cost per lead.
- Sales = leads × (sales per 10 leads ÷ 10).
- Cost per sale (CAC) = cost per lead ÷ (sales per 10 leads ÷ 10).
- Revenue = sales × average ticket.
- Gross profit after ads = sales × ticket × margin − ad budget.
CAC is the number that matters
Cost per click and cost per lead are what the ad platform shows you, but neither tells you whether the ads pay. Cost per sale does. Hold it against what a sale is worth to you and you know whether to spend more, fix the landing page, or fix the phone.
The what-if table shows the same budget with cheaper and dearer leads. If the cautious rows still work, you can start. If only the optimistic rows work, the plan depends on a lead price you have not earned yet.
Questions
Leads, sales and CAC, answered
What is cost per lead?
What you pay in advertising for one enquiry: a call, a form, a chat or a booking request. It is ad cost divided by leads. Google Ads shows it as cost per conversion when your conversions are leads. If phone calls are not tracked, the real number is lower than what Google shows, because you are getting leads it cannot see.
What is CAC?
Customer acquisition cost: what one paying customer costs you in advertising. Take your cost per lead and divide it by the share of leads that become sales. If a lead costs $60 and 3 of every 10 leads buy, one sale costs $200 in ads. That is the number to hold against what a sale is worth to you.
How do I know how many leads a budget will bring?
Budget divided by cost per lead. If you have campaigns running, use the cost per lead they show you. If you are starting fresh, pick "I don't know my lead cost yet" and enter a low-to-high range for the cost per click and for the landing page conversion rate. Cost per lead is cost per click divided by conversion rate, so the calculator shows a best-to-worst span and a grid of every combination instead of one number.
We quote first and close weeks later, does that matter?
No. The question counts the whole journey from first contact to paid, however many visits, quotes or follow-ups sit in between. Ten people reach out; how many end up buying? That single number is your close rate, and it is all the maths needs.
Are the example numbers benchmarks?
No. The fields start with round example numbers so you can see how the calculator behaves. They are not industry averages and not a target. Replace every one of them with your own numbers; the page updates as you type.
Is anything uploaded?
No. Every number stays in your browser. The share link puts your inputs in the address itself, so whoever opens the link sees the same calculation. There is no account, no server and nothing stored.
Free lead gen strategy
Know your cost per sale? We bring it down.
The calculator shows what a customer costs you today. Fill this in and we look at your ads, your pages and your tracking to bring that number down. On the call you get a lead generation strategy for your business and a recommendation: coaching, done for you, or neither.
- No obligation, no slide deck
- For service, finance, legal and insurance businesses
- Johan replies personally