How Much Does Lead Generation Cost? 

Amelia H.
March 7, 2024
min read
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How Much Does Lead Generation Cost? 

Lead generation is important in today’s world as every lead is a step towards growing your business. But here's the thing: it's not always free.

In fact, businesses typically spend around $198 for each lead they find. If you’re investing in tools and hiring agencies, the costs can pile up. But don't worry! There are ways to make the most of your money and get a better return on your investment.

In this article, we'll explore lead generation costs in detail. We'll cover the seven different methods businesses use to generate leads and share tips on how to make these costs work best for you.

How to Get Leads?

The costs of getting leads for your business are included in lead creation costs. These costs can be very different based on the tools and ways you use them. 

Today, we're going to talk about 6 popular ways that businesses get leads and how much they cost:

How to Get Leads?

1. Using Tools to Generate Leads

One common way is utilizing B2B lead generation tools. These tools simplify the process of finding and developing leads, saving time and effort. However, they often come with subscription fees or usage-based price plans. 

On average, companies can expect to spend anywhere from $100 to $1000 per month on such tools, based on the features and scalability.

2. Buying Lead Lists

Businesses can buy lists of potential customers from data providers to get leads. These lists have contact details of people or companies who match the target audience. This method is great for companies that don't have many customers yet or want to reach new ones.

The cost of buying these lists can change based on how good and how many leads are in the list. Usually, each lead can cost between $0.10 to $1. This lets businesses pick the number of leads they want based on their budget.

Thinking about the quality of the leads is important when buying these lists. We check good-quality leads to ensure they are correct and relevant. These leads are more likely to turn into customers and give back the money spent.

But if the leads aren't good quality, they might have wrong or old contact details, wasting time and money. Before buying, it's smart to check if the data provider is trustworthy and if they've done good work in the past.

Businesses should think about who their target audience is when buying leads. This means considering things like age, interests, and how they buy things. By matching the bought leads with the right target audience, businesses can have a better chance of getting customers interested in what they offer.

2. Buying Lead Lists

3. Lead Generation Agencies

Many companies decide to outsource their lead generation efforts to specialized firms. These companies employ various tactics such as content marketing, email campaigns, and social media advertising to create leads on behalf of their clients. 

The cost of choosing a lead generation agency can vary widely based on the scope of services and the name of the agency. 

On average, companies may spend between $2,000 to $10,000 per month on agent fees.

4. Paid Ads and Promotion Costs

Paid advertising through sites like Google Ads or Facebook Ads is another popular way of lead creation. The cost relies on factors such as ad placement, targeting criteria, and industry competition. 

Businesses usually set a budget for their ad campaigns, with costs running from a few cents to several dollars per click or impression.

5. Funding Incentives and Immediate Rewards

Offering rewards such as discounts, free trials, or downloadable material in return for contact information is a cost-effective way to generate leads. 

While the initial cost may be minimal, it's important to consider the long-term effect on profitability and customer lifetime value.

5. Funding Incentives and Immediate Rewards

6. Hiring and Training Marketing Specialists

Building an in-house marketing team capable of producing leads requires investment in recruitment, pay, and training. 

The cost can change based on the expertise and experience level of the team members but usually ranges from $50,000 to $150,000 per year per employee.

How to Optimize the Cost of Lead Generation?

While lead creation comes with costs, there are 7 methods you should apply to optimize these expenses and maximize your ROI:

1. Use a High-Quality Lead Data Provider

Invest in reliable data providers that offer correct and up-to-date lead information. This ensures that you're addressing the right group, lowering lost resources on unqualified leads.

2. Target Leads when they are Ready to Buy

Sometimes, it's about more than where you promote or how you share your message. Timing is important when it comes to getting new customers. 

Try to connect with people when they're really interested in finding answers to their problems or thinking about getting something. 

Did you know that only about 3 out of 100 people are ready to buy right away? And about 7 out of 100 are open to the idea. 

That means even if you have the best sales pitch, it might not work if you're not reaching out to those who are ready to buy now.

2. Target Leads when they are Ready to Buy

3. Narrow Down your Target Audience

When you're trying to reach too many people with the same message, it's tough to get the best results without paying a lot. But if you cut down who you're trying to reach to those who are most likely to become buyers, it's the same as hitting the bullseye. 

This saves you time and money by not wasting resources on people who aren't interested. Understanding exactly who your best customers are and what they need helps you save money on getting leads and makes sure you see results faster.

B2B Rocket’s AI agents are equipped to assist you in finding potential clients by ensuring to have the latest information about leads.

3. Narrow Down your Target Audience

4. Adjust Ad Frequency and Messaging on Different Channels

Monitor the success of your ads across different platforms and change the frequency and message accordingly. This allows you to allocate resources more effectively and boost involvement.

5. Use Inbound Marketing Methods

Create useful and relevant material that attracts leads naturally through outlets such as blogs, social media, and search engines. Inbound marketing tends to have lower costs per lead compared to outgoing methods.

6. Improve your Landing Page Design

Optimize your landing pages for sales by trying different styles, messages, and calls-to-action. A well-designed landing page can greatly impact lead creation costs by improving conversion rates.

Before you release your landing page to the world, it's smart to give it a test run. One easy way to do this is by showing it to someone and asking them if they get what you're offering right away. 

6. Improve your Landing Page Design

7. Eliminate Poorly Performing Marketing Channels

Regularly review the performance of your marketing channels and reallocate resources from failing channels to those providing better results. This ensures that you're getting the most out of your cash.

How to Calculate Cost Per Lead (CPL)?

Calculating the cost per lead (CPL) helps you to measure the efficiency of your lead creation efforts. The formula for CPL is:

How to Calculate Cost Per Lead (CPL)?

For example, you buy a list of phone numbers for $1,000. There are 1,000 numbers on the list. If only 10 people from that list become interested in your product or service, each lead costs you $100.

You can use this formula for any marketing effort, whether you're selling on LinkedIn, Facebook, Google Ads, or other platforms.

Or, you can use a CPL tool. It not only shows you the cost per lead but also helps you figure out how many leads you need to make a profit. 

What is a Good Cost Per Lead?

Just think that you're shopping for something online. If the price is lower than expected, you'd consider it a good deal, right? 

Similarly, in business, the cost per lead (CPL) measures how much you spend to get someone interested in your product or service. Now, the ideal CPL depends on factors like what industry you're in, who you're trying to reach, and how you plan to grow your business. 

But here's a helpful tip: if your CPL is lower than what you usually spend to get a new customer (known as the average customer acquisition cost or CAC), then it's considered a good deal. 

For instance, if your average CAC is $200, and your CPL is only $50, then you're saving money and getting a good return on your investment.

What is the Average Lead Cost?

The average cost per lead can range from a few dollars to several hundred dollars, based on the business and lead creation method. 

According to recent studies, the average CPL across sectors is approximately $198.

Average Cost Per Lead by Industry

Average Cost Per Lead by Industry

Average Cost of Lead per Lead Generation Channel

Average Cost of Lead per Lead Generation Channel


Lead generation is an important part of business growth, but it comes with costs. Companies can produce high-quality leads more efficiently after they know various methods of lead generation and adopt strategies to optimize costs

Keep in mind that finding new customers is a never-ending job. You need to keep checking what's working and what's not and be ready to change things up. 

What's good today might not be tomorrow, so always be open to trying new and better ways to find the right customers for your business.

Including B2B Rocket in your business can significantly contribute to achieving best practices and help your business grow by driving successful lead generation.

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Amelia H.

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