Enter your monthly revenue goal and deal value. Get a recommended budget split across your chosen channels — based on real CPL benchmarks from 200+ US campaigns.
Enter your monthly revenue goal, average deal value, and lead-to-customer close rate. The calculator determines how many leads you need per month, distributes them across your chosen channels based on each channel's average CPL, and outputs a recommended monthly budget split. CPL benchmarks are based on industry averages from WordStream (2024) and LeadsuiteNow's proprietary data from 200+ US campaigns.
The most reliable formula: work backwards from your revenue goal. If your goal is $50,000/month revenue, your average deal is $2,500, and you close 15% of leads — you need 133 leads/month. At a $110 blended CPL, that's $14,667/month in ad spend. The rule of thumb (8–12% of revenue) is a useful starting point but working backwards from your actual CPL and close rate is far more accurate.
B2B companies typically spend 6–12% of revenue on marketing. B2C companies typically spend 10–20%. However, the right percentage depends entirely on your growth stage — early-stage businesses often need to invest 20–30%+ to build momentum. More important than the percentage: ensure your marketing investment delivers a measurable return above your cost of capital.
For most US lead generation businesses: Google Ads (high-intent, immediate) + SEO (compounding, lower long-term CPL) is the optimal foundation. Add Meta Ads for volume and B2C reach. Add LinkedIn for B2B deals above $5,000 ACV where targeting precision justifies the higher CPL. YouTube for brand-building and retargeting. Start with Google Ads + one other channel, optimise both, then expand.
