Why does cybersecurity cost $411.00 per lead on Paid media (B2B, all channels)?

Because First Page Sage measures a qualified B2B lead across all paid channels — a sales-ready lead, not a one-click form fill — so the figure sits well above single-platform conversion costs. The sample size isn't disclosed, so treat it as directional.

How do I turn a $411.00 cost per lead into cost per customer?

Divide it by your lead-to-customer close rate. At a 20% close rate, $411.00 per lead is a $2,055 cost per customer. Enter your own close rate and deal size in the calculator to see your real figure and ROAS.

Cybersecurity Paid media (B2B, all channels) Cost Per Lead Benchmark (Jun 2026)

Home · Benchmarks · Cybersecurity · Paid media (B2B, all channels)

$411.00

Median cost per lead · as of Jun 2026

Industry benchmark

Confidence

Medium confidence

Source: First Page Sage — Average Cost Per Lead by Industry · Jan 2022 – Jun 2025 · sample: Marketing-research aggregate of agency client accounts; sample size NOT publicly disclosed. FPS category 'Cybersecurity'. First Page Sage measures qualified B2B leads across all channels of this type — a higher bar than a single-platform conversion, and the sample size is not disclosed. Treat as directional. How we verify this →

What a $411.00 cost per lead really tells you

Across paid channels, the cost of a qualified cybersecurity lead is about $411.00. This counts a sales-ready B2B lead — not a single-click form fill — which is a higher bar than a platform conversion, and why it runs well above the per-platform numbers below.

Cybersecurity marketing fights for attention in one of the most crowded, fear-driven B2B categories. Buyers are technical and skeptical, sales cycles are long, and a “lead” is often a gated whitepaper or a webinar registration that sits far from a purchase.

For comparison, the same industry runs $150–$700 on Google Search, $101.54 on Meta Ads, $200–$400 on LinkedIn Ads — different channels measure leads differently, so weigh them on cost per customer, not cost per lead. That’s the number that matters: divide this cost per lead by your close rate to get cost per customer, then check it against your deal size. The calculator does the math with every formula shown.

From cost per lead to cost per customer

Cost per lead is only the first step. The number that runs your business is cost per customer — and it's just CPL divided by your close rate. Here's the math on this benchmark, using an illustrative 20% close rate and a $5,000 deal:

Cost per customer$2,055$411.00 CPL ÷ 20% close rate

ROAS estimate2.4×$5,000 deal ÷ $2,055 cost per customer

Those inputs are illustrative — plug in your own close rate and deal size in the interactive CPL/CPA calculator to see your real cost per customer, with every formula shown.

Cybersecurity on other channels

The same audience costs very different amounts depending on where you reach them. Here's how cybersecurity compares across channels we have verified data for:

Paid media (B2B, all channels)

$411.00

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