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Lead generation calculator

What’s a lead worth to you?

Enter your deal size and close rates. You’ll see what a lead is worth, the most you should pay for one, and the ad budget your revenue goal needs.

Your numbers

$
$2K$250K

The average sale or contract one new client signs.

%
5%80%

Out of every 10 people who fill your form or call, how many get a real sales conversation?

%
5%80%
$
$10K$1M
%
2%30%

Ad spend only. 10% means a $25K client is worth up to $2,500 in ads to win. With a margin entered, it’s 10% of the profit instead.

%

Add it if your margins are thin. The calculator then budgets from profit instead of revenue.

$

What it means

Each lead is worth$0
The most you should pay per lead$0
Monthly ad budget for your goal$0Ad spend only, before fees

Leads
Meetings
New clients
Talk these numbers through with the team
How we calculate this

    Standard sales funnel math, not a forecast. The 10% starting point is a planning default; your own numbers beat ours.

    All amounts in Canadian dollars. Estimates for planning, not a quote. Lead and close rates vary by industry, offer and how fast your team follows up.

    What it is

    What is inbound lead generation?

    Inbound lead generation uses marketing to attract people who could become clients, and turns their interest into a conversation with your sales team. It should be measured in signed deals, not forms filled out.

    Most companies buy it in pieces, or tried one piece and gave up because it didn’t work: one agency for ads, another for the website, a CRM nobody fully set up. Each piece can look fine on its own, but with hidden leaks in between them. Our lead generation runs every piece of the funnel as one system, from first click to the signed contract.

    • TrafficMeta and Google Ads, with static and video ads created for them
    • ConversionLanding pages that convert and forms that qualify
    • VisibilityTracking and attribution with HubSpot reporting, from click to contract
    • ClosingSpeed-to-lead, follow-up and training for your team
    See how our lead generation works

    FAQ

    Lead value questions, answered

    How the calculator works, and what to do with your numbers.

    • Multiply your average deal value by the share of leads that become a sales meeting, then by the share of meetings that become a client. A $25,000 deal with 30% of leads reaching a meeting and 25% of meetings closing gives $1,875 per lead, on average.

    • It depends on how much of a deal you are willing to spend to win it. The calculator starts at 10% of the deal value in ad spend, which is a planning default, not a rule. If your margins are thin, enter your gross margin and the calculator budgets from profit instead of revenue.

    • Use your own numbers from the last few months: how many leads booked a real sales conversation, and how many of those signed. If you can’t pull those numbers from your CRM, fixing your tracking is the first step, because every budget decision depends on them.

    • No. The monthly budget is ad spend only, paid to platforms like Meta and Google. Creative, landing pages, tools and agency fees come on top.

    • Switch to Recurring and enter your average monthly revenue per client and how long a client stays. The calculator uses that lifetime value as the deal value, and your goal becomes new monthly recurring revenue added each month.

    • Either the leads cost too much, or too few of them turn into meetings. Before cutting the budget, check how fast your team follows up and whether your forms qualify people before they book.

    • Neither. It is standard sales funnel math for planning, in Canadian dollars. Real results depend on your industry, your offer and how fast your team follows up.

    Your next step

    Tell us where your funnel is today and where it needs to go. Andrew will come back with an honest take on whether we’re the right fit, and what your system should look like.

    Book a call See how our lead generation works