CPL
Also known as: Cost per lead
CPL (Cost Per Lead) is the average cost to generate one lead — a potential customer who shares contact details or shows interest.
CPL (Cost Per Lead) = Ad spend ÷ Leads. It’s the key metric for service businesses and B2B, where a lead is nurtured into a sale later. Lower your CPL by improving targeting, your landing page and offer. Estimate CPL from budget and CPC in the Google Ads budget calculator.