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/ CALCULATORSCALCULATOR 02 · LEAD GEN CPA

Find out what a lead is actually worth.

Map your funnel — lead, conversation, sale — and this calculator computes the value of every stage, the maximum you can pay per lead, and the break-even ROAS to run your campaigns against. Your numbers never leave your browser.
◉ YOUR INPUTFUNNEL ECONOMICSLIVE
AVERAGE SALE VALUEREVENUE PER WON JOB
£
CONVERSATION → SALE% OF QUOTES/CALLS YOU WIN
%
LEAD → CONVERSATION% OF LEADS YOU ACTUALLY SPEAK TO
%
PROFIT MARGINON THE AVERAGE SALE
%
/ QUICK PRESETS
◉ COMPUTEDCALCULATOR READOUTAUTO-CALC
MAX COST-PER-LEAD
£100
THE MOST A LEAD CAN COST BEFORE
THE JOB ISN'T WORTH WINNING
VALUE AT EVERY FUNNEL STAGE← WHAT EACH IS WORTH
01 · A LEAD LANDS IN THE INBOX£200
× 40% BECOME CONVERSATIONS
02 · A CONVERSATION HAPPENS£500
× 25% BECOME SALES
03 · A SALE IS WON£2,000
VALUE OF ONE LEAD
£200
BREAK-EVEN ROAS
200%
Pay under £100 per lead and every enquiry builds profit. Pay more and you're winning jobs at a loss — which is how most shared-lead platforms price them.
/ 01 · SHOW YOUR WORKING

How the calculator computes it.

STEP 01 · CONVERSATIONSALE £2,000 × SALE RATE 25% = £500 PER CONVERSATION
STEP 02 · LEAD VALUE£500 × CONVERSATION RATE 40% = £200 PER LEAD — before you've paid a penny for it
STEP 03 · MAX CPA£200 × MARGIN 50% = £100 MAX COST-PER-LEAD — your ceiling, not your target
STEP 04 · ROAS1 ÷ MARGIN = 200% BREAK-EVEN ROAS — the same line, expressed for ad platforms
Same formulas we price client lead campaigns against — nothing hidden, nothing dumbed down. If a lead source charges more than Step 03, it isn't a lead source. It's a tax.
CALCULATOR 01 · ECOMMERCE
Selling products, not services?
The Break-even ROAS Calculator takes price, costs and repeat rate and outputs the return your ads have to clear.
SWITCH CALCULATOR →
/ INDEX
Back to all calculators
Every calculator, free and ungated — the same tools we use before a penny of client budget is spent.
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Now you know your ceiling. Want leads priced under it?

Your free growth plan applies this maths to your market — competitors, channels and campaigns built to deliver exclusive leads below your max CPA. Delivered in under 3 hours.
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NO OBLIGATION · NO SALES SEQUENCE · JUST THE DATA