Your ad got a hundred leads. Lovely. How many bought? The room goes a little quiet.
Cost per lead tells you what an enquiry cost. It does not tell you what you spent to win a customer, deliver the work or earn a profit. Use the calculator to follow the numbers beyond the form submission.
Start with our fictional examples or enter your own figures. Nothing is submitted. The calculator is free to use; Kibi CRM has a 14-day trial, then a paid plan.
Follow the lead. Then follow the money.
Use enquiries from one campaign or source and a clear period. Count the new customers who came from that group, then enter their revenue and the costs you assign to winning and serving them.
Use one currency throughout. Keep taxes, refunds and the meaning of revenue consistent. The result covers only the costs you enter, so include the work behind the sale as well as the ad bill.
YOUR LEADS. YOUR NUMBERS. NO EMAIL GATE.
Use one currency and one group of enquiries. All amounts below stay in that currency; these are your business figures, not Kibi prices.
WORKED EXAMPLE · MORE ENQUIRIES
- Ad cost per enquiry
- 100
- Cost to win a customer
- 6,000
- Enquiries becoming customers
- 2%
- Revenue / ad spend
- 1.6×
- Surplus after entered costs
- -800
- Return on all entered costs
- -4.76%
Revenue is 1.6× ad spend, but the entered costs leave a shortfall of 800. A tidy ad dashboard can still hide an untidy bill.
At the same average contribution per customer, you would need 3 customers to cover the acquisition costs. This holds the entered spend and per-customer economics fixed.
“Surplus” covers only the costs you enter. Add all relevant costs before treating it as business profit. Break-even is a scenario, not a sales forecast.
The calculator runs in this page. Your figures are not submitted, saved in a URL or stored for your next visit.
Six numbers. Six different questions.
A form submission, a won sale and an invoice payment answer different questions. The labels matter because you may be making different decisions from each one.
Use “new customer” here for somebody who bought from this group of enquiries. Do not use a form fill as both the lead and the customer. That makes the report very cheerful and not very helpful.
| Measure | Calculation | What it tells you |
|---|---|---|
| Ad cost per lead (CPL) | Ad spend ÷ unique enquiries | What you paid the ad platform per enquiry. |
| Customer acquisition cost | Ad spend + other acquisition costs, divided by new customers | What the entered acquisition work cost per new customer. |
| Enquiry-to-customer rate | New customers ÷ unique enquiries × 100 | How many of this group became customers. |
| Revenue / ad spend (ROAS) | Revenue ÷ ad spend | Revenue relative to the ad bill, before the other costs. |
| Surplus after entered costs | Revenue − ads − other acquisition costs − delivery costs | What remains after these entered costs. |
| Return on entered costs | Surplus ÷ all entered costs × 100 | A cost-based return for the scope of this worksheet. |
One hundred leads. Forty leads. Which would you buy again?
Both fictional examples spend 10,000 on ads and 2,000 on other acquisition work. The amounts can be in any one currency; these are not Kibi prices or customer results.
The first gets 100 enquiries and two customers. Revenue is 16,000; delivery costs are 4,800. Each lead costs 100, but the entered costs finish 800 above revenue.
The second gets 40 enquiries and five customers. Revenue is 40,000; delivery costs are 12,000. Each lead costs 250, but 16,000 remains after all the entered costs.
The more expensive lead produced the better outcome in this example. That does not predict your campaign. It shows why the cheapest form submission is an incomplete buying decision.
Load both examples above. Notice what changed: customers, revenue and delivery costs. A lower CPL alone cannot tell you that story.
| Measure | More enquiries | More customers |
|---|---|---|
| Unique enquiries | 100 | 40 |
| New customers | 2 | 5 |
| Ad cost per enquiry | 100 | 250 |
| Acquisition cost per customer | 6,000 | 2,400 |
| Revenue / ad spend | 1.6× | 4× |
| Surplus after entered costs | −800 | 16,000 |
“Our leads arrive now. Clients pay later. What should we compare?”
Choose a group of enquiries and give it enough time to produce the outcome you are measuring. A renovation quote may take longer than a short consultation. Your campaign calendar does not set the customer’s decision date.
For a quick review, write down the enquiry dates and a later review date. Count the customers and revenue from that same group. Mark the work still waiting for a decision.
If you use collected cash, label the result as a cash-based view and match the associated costs. If you use earned revenue, use that basis consistently. Do not compare an unpaid quote total with cash already spent and call it profit.
A deposit, the full job value and a paid invoice are different amounts. Pick the one your review is meant to answer. Your accountant can help you align a full financial report; this worksheet stays with the scope you enter.
“How many customers do these ads need to pay for themselves?”
The calculator estimates a break-even customer count from your entered average contribution: revenue minus delivery cost, divided by customers. It then divides acquisition costs by that contribution and rounds up.
In the first example, each customer contributes 5,600 before acquisition costs. Covering 12,000 of acquisition cost would take three customers at that same contribution.
That is a fixed-cost scenario, not a forecast. If winning another customer means extra ad spend or sales time, update those costs too. If delivery costs exceed revenue, more of the same sale does not fix the maths.
Do not use a “good ROAS” number borrowed from another business as your profit target. A service with expensive delivery needs different economics from one with a high contribution per customer.
“We get leads, but few buy. What should we check first?”
Look at a handful of enquiries, rather than rewriting every ad at once. Could the team find the request? Did someone answer the actual question? Was the next call agreed and kept?
Then check fit. Did the person need what you sell, in a place you serve, at a time you could help? A polite no is useful information. A lost callback is a different problem.
Finally, check the offer. A customer asking about scope needs an answer, not a fourth “just checking”. The quote, conversation and planned follow-up belong in the same review.
These checks help you separate lead quality, team follow-through and delivery economics. They do not tell you to blame a salesperson whenever a customer chooses somebody else.
Let Kibi keep the work behind the numbers.
A cost report tells you where to look. Kibi helps the team handle the enquiries underneath it: the original question, the person replying and the promised next conversation.
Use Today to find the callbacks. Keep the quote and invoice with the enquiry. When you review a source, you can ask what actually happened after the request arrived, instead of treating every new name as a win.
Ad return is on Growth. Ad feedback and ad-return reporting are different jobs: feedback sends supported outcomes to the ad platform; the return view helps you review the recorded business result.
Our team can help you set up ad feedback during your first demo. Start with one source and one clear outcome you want to measure.
The calculator above is a separate worksheet. It does not read your Kibi account, sync ad spend or calculate your business’s full profit. You supply the numbers; Kibi helps keep the sales work findable.
A fifteen-minute review with an actual decision.
Choose a small group of enquiries whose buying window has had time to unfold. Open the calculator with the matching spend and outcomes.
Then choose one next action. Fix a missed callback routine. Clarify a confusing offer. Review a source bringing the wrong requests. Or leave a promising test running long enough to learn something.
Download the result and write the scope beside it: source, enquiry dates, review date, revenue basis and which costs are included. That is much more useful next Friday than a screenshot captioned “ads are good”.
- Which enquiries and dates are included?
- How many became new customers?
- Which revenue and delivery costs belong to them?
- What is still waiting for a decision or payment?
- What one change will the team make next?
The questions hiding behind the dashboard.
How do I calculate cost per lead?
Divide ad spend by the number of unique enquiries from those ads. In this calculator, CPL uses only ad spend. Other costs to win customers are included separately in customer acquisition cost.
What is the difference between cost per lead and customer acquisition cost?
A lead is an enquiry; a new customer has bought. The calculator divides ad spend by enquiries for CPL, and ad spend plus entered acquisition costs by new customers for customer acquisition cost. It uses the same group of enquiries for both.
Can a campaign with cheap leads lose money?
Yes. Few customers, expensive acquisition work or high delivery costs can leave a shortfall even when cost per lead looks low. Compare what the customers bring in with all the relevant costs.
Is a 4× ROAS good for a service business?
It depends on your costs. Four times the ad spend in revenue is not four times the spend in profit. Include delivery and other acquisition costs before judging the return for your business.
What happens if no leads become customers?
Customer acquisition cost is shown as not available because there is no customer to divide by. With entered costs and no revenue, the worksheet shows a shortfall. Do not replace an undefined acquisition cost with zero.
Does this calculate my company’s profit?
Only the surplus and return after the costs you enter. Unentered overheads, taxes, refunds or other relevant costs can change the result. Use a consistent basis and the appropriate financial records for a full profit calculation.
Will the calculator save or send my figures?
No. It calculates in your browser. It does not submit the figures, put them in a URL or store them for a future visit. You can choose to download a CSV yourself.
Does Kibi automatically calculate these exact worksheet figures?
This worksheet is separate from your Kibi account. Kibi provides enquiries, follow-up and commercial records; ad return is on Growth. The calculator uses only the values you enter here.
The method, without the mystery.
The formulas above define this worksheet. Google’s guidance distinguishes revenue, advertising cost, other business costs and return on investment; its ROAS guidance compares conversion value with ad spend. We checked the linked official references on 6 November 2026.
The examples are original and fictional. They illustrate different customer outcomes, not a tested campaign lift or a promised result from Kibi.
Keep the arithmetic honest and the follow-up personal. If you want the enquiry, quote and next call together, try Kibi for 14 days. The CRM continues on a paid plan after the trial. A little less guessing is a good look.
Try one thing on the next enquiry.
Pick a change your team can use tomorrow.