IT & Managed Services Paid media (B2B, all channels) cost per lead.

What a $617.00 cost per lead really tells you

Across paid channels, the cost of a qualified IT & managed services lead is about $617.00. 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.

Managed-services and IT buyers shop on trust and references, and deals are recurring-revenue contracts, so a single new client can be worth years of monthly revenue. Lead volume is lower and far more considered than in consumer categories.

For comparison, the same industry runs $1,500–$2,000 on Google Search, $101.54 on Meta Ads, $125.00 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:

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.

IT & Managed Services on other channels

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

Cheaper isn't automatically better — channels differ in lead intent and quality. Compare them on cost per customer, not cost per lead.