Free tool, no email gate
What should you pay for a lead, or for a booked appointment?
The most you should pay per lead equals your acceptable cost to acquire a client multiplied by your lead-to-client rate. Enter five numbers. The calculator shows your ceiling per lead and per attended appointment and compares it with Vivin's published bands.
Your ceilings
- Acceptable cost per new client
- USD $1,620
- Most you should pay per lead
- USD $243
- Most you should pay per attended appointment
- USD $486
Vivin bands: USD $15 to $500 per accepted lead and USD $100 to $500 per attended appointment. Every fee is listed in your written quote before you sign. Appointments are billable when attended (held). Wrong fit, invalid details, duplicates and cancellations qualify for replacement; no-shows are not billed.
The formula
Cost per lead is a derived number. Start from the client.
Acceptable cost per client = revenue used for the estimate x gross margin x the share of margin you will spend to acquire a client.
Maximum cost per lead = acceptable cost per client x lead-to-client rate. Maximum cost per attended appointment = acceptable cost per client x attended-appointment-to-client rate.
This is planning math, not a forecast or quote. Compare the result with the current published unit bands. Final fit depends on the written audience, geography and qualification criteria.
How do I calculate a reasonable cost per lead?
Start from the revenue and gross margin you choose to use for the estimate, decide what share of that margin you can spend to acquire a client, and multiply by your lead-to-client rate. Maximum cost per lead equals acceptable acquisition cost multiplied by close rate.
What is a good cost per lead for B2B?
There is no single good number. Use your own revenue, margin and conversion rates, then compare the result with the exact Vivin unit bands shown below. A final quote still depends on the agreed audience, geography and qualification criteria.
Should I compare cost per lead or cost per attended appointment?
Compare the resulting cost per new client. A cheap lead that never answers and an attended appointment that converts well are not comparable on unit price alone. Convert both to cost per new client with your real conversion rates.
Does the calculator send my numbers anywhere?
No. It runs in your browser and stores nothing. There is no email gate.
Next: all three offers priced side by side, or pick a vertical under pay-per-lead or pay-per-appointment.
Before comparing rates, check what changes when appointments are billed on attendance.