A growing library of cost-per-lead benchmarks pulled from named primary-research reports. Pick a cell with data for the full sourced breakdown — or use the interactive calculator to turn any figure into cost per customer. Empty cells mean exactly that: we don't have a number we can stand behind yet.
solid sample directional (low confidence / loose proxy) — no credible source
Showing 84 sourced industry × channel benchmarks. Lighter, "directional" cells are real figures from named sources we rate low-confidence — undisclosed samples, loose category mappings, or published ranges; open the page to see exactly which. A dash (—) means no source we trust covers that combination, and we won't fill it with a guess. Remember the two lenses don't compare directly: a platform-conversion CPL (Google/Meta/LinkedIn) measures something different from a qualified-B2B-lead CPL (Paid/Organic). Data last verified Jun 2026. Read the methodology →
Add your close rate and deal size and the calculator does the rest — cost per customer, ROAS, every formula shown.
Search "cost per lead by industry" and you'll find dozens of pages confidently listing numbers with no source, no date, and no disclosed sample. We think that's worse than useless — it's actively misleading. Every figure in this library comes from a named, dated, primary-research report with a disclosed methodology, and each one links back to where we got it and when we last checked it.
We also keep two kinds of data strictly separate. Third-party platform benchmarks (what you see here today) and Clever Zebo's own client-account data are never blended into a single hybrid number. When we add our own managed-account figures, they'll be clearly labelled as a distinct tier with the account count shown. And we never interpolate: if there's no real number for a combination, you get an honest "insufficient data," not a plausible-looking guess. The full sourcing rules are on the methodology page.
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