Lead Generation Pricing Calculator: How Much Are Leads Worth?

How do you price a lead?

Define what you deliver first: a raw contact record, a qualified enquiry and a booked appointment are different products. For a qualified opportunity, estimate its value from the client's job value and close rate, choose a share of that value, and check it against your delivery costs and the client's margins.

With this tool's hypothetical defaults, $2,000 per job × 10% closing gives $200 in expected sales per lead. Charging 25% of that equals $50 per qualified lead. This is a worked calculation, not a market rate or a promised return; job delivery costs, refunds, duplicated leads and no-shows can change the economics.

Before quoting, agree on qualification, service area, exclusivity, duplicate handling and what happens if the enquiry does not meet the agreed criteria. Use observed conversion data when available. If you are still building a prospect list, start with the local lead generation workflow.

Your numbers

The results update as you type. Nothing is sent anywhere.

Client's average job or sale value

USD

What one new customer is worth to your client, e.g. a first-year cleaning contract or a year of a software subscription.

Client's close rate on your leads

%

Out of every 100 leads you hand over, how many become paying customers. Ask the client, or start low.

Share of each lead's value you charge

%

25% means the client earns about $4 in expected sales for every $1 they pay you.

Qualified leads you deliver per month

leads

Interested prospects you hand over, not raw rows from a list.

Businesses you research per month

rows

How many businesses you pull and qualify to produce those leads. This sets the LeadOutreach plan you need.

Other monthly costs

USD

Email sending tool, domains, phone, contractors. Leave your own time out or add it here.

What to charge

Suggested price per lead: $50.00
Monthly fee for your client: $2,500
Expected new sales for the client: $10,000
Your break-even price per lead: $3.38

Your monthly costs and profit

LeadOutreach Starter (1,000 businesses): $19
Other costs: $150
Profit: $2,331 (93% margin)

Plan prices are LeadOutreach's published monthly prices. Your own time is not included unless you add it to other costs.

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Agency pricing formula

How much are leads worth, and what should you charge per lead?

Wondering how much to charge for a lead? This calculator is for agencies, lead generators, and freelancers who run outreach to local businesses on behalf of a client, helping you calculate what to charge per lead based on your client's average job value and conversion rate.

A lead is worth what it turns into. If your client closes one in ten of your leads and an average job is worth $2,000, each lead is worth $200 to them. That figure is the ceiling: charge more than it and the client loses money on every lead.

Your price is a share of that value. The calculator multiplies the lead value by the share you choose, then by the leads you deliver, to give a monthly fee. It also shows the client's expected new sales, which is the number to put in your proposal.

Lead value= client's job value × close rate
Price per lead = lead value × your share
Monthly fee = price per lead × leads delivered
Profit = monthly fee − LeadOutreach plan − other costs
Break-even price = total monthly costs ÷ leads delivered

Worked example

50 leads a month for a commercial cleaning client

These are the calculator's example values. Your client is a commercial cleaning company that sells contracts to offices, clinics and restaurants. An average contract is worth $2,000 and they close 10% of the leads you send. Each lead is worth $200 to them. Charging 25% of that gives $50 per lead, or $2,500 a month for 50 leads. The client can expect about $10,000 in new contracts from those leads, 4 times what they pay.

To turn up 50 interested businesses you research about 1,000 offices, clinics and restaurants a month. That fits the LeadOutreach Starter plan at $19. Add $150 for an email tool and domains and your costs are $169, leaving $2,331 profit and a break-even of $3.38 per lead. Your own time is the cost this leaves out, so add it if you want a true margin.

Published guides from lead generation vendors quote very wide per-lead prices, for example $20 to $200 per lead depending on the market. Those figures come from sellers and mix very different kinds of lead, which is why this calculator prices from your client's own numbers instead.

Pricing advice

Choosing your share and your model

The share is a negotiation, not a formula. A lower share makes the offer easy to accept and leaves room to raise prices once you have results. A higher share only works when the client already trusts your lead quality. Whatever you pick, keep the client's expected return clearly above what they pay, because their real close rate on cold leads is often lower than their estimate.

Quality matters more than volume. Leads with a verified email, a working phone number and a clear reason to buy close better than a long list. If you sell to local businesses, signals such as a missing website or no ad tracking tell you which service each one needs; see how agencies find clients on Google Maps and the LeadOutreach workflow for agencies.

How much do lead generation agencies charge?

There is no universal agency price. Compare the deliverable first: a raw contact record, an accepted qualified enquiry and a booked appointment have different costs and value. Agencies may quote a retainer, a fee per accepted lead, a setup fee or a combination. Ask whether advertising spend, data, software, follow-up and replacement of invalid leads are included.

To estimate your own lead generation cost, divide total campaign spending by accepted qualified leads. Include labour and tools as well as ads. Agree qualification and attribution rules before comparing proposals, then use the calculator above to check whether the fee leaves room for both delivery costs and the client’s margin.

FAQ

Lead pricing questions

Start from what a lead is worth to your client: their average sale value multiplied by the share of your leads they close. Charge a fraction of that value so the client still earns several times what they pay you. Charging 25% of a lead's value means the client gets about $4 of expected sales for every $1 spent. Then check the price sits comfortably above your own break-even cost per lead.

A qualified lead: a business owner who has replied, booked a call or otherwise shown interest, handed to your client. It is not a raw row from a list. Raw lists are worth far less, and value-based pricing does not apply to them. Because the prospects are businesses, this fits clients who sell to other businesses, such as commercial cleaners, bookkeepers, merchant services or software sold to local firms.

Pay-per-lead is easier to sell to a new client because they only pay for results, but your income moves with your lead count. A retainer is steadier for you. Many agencies start per lead, then switch to a retainer once the client trusts the numbers. The monthly fee in the calculator works as a retainer figure too.

Ask them how many of their current enquiries turn into paying customers, then use a lower figure for cold leads, which usually convert worse than inbound enquiries. If you have no data at all, start conservative and revise after the first month, once you can see how many of your leads they closed.

From LeadOutreach's published monthly plans: Free covers 100 leads, Starter 1,000 for $19, Pro 3,000 for $39 and Agency 10,000 for $99, with 1,000-lead add-on packs on Agency. The calculator picks the cheapest plan that covers the number of businesses you research each month.

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