Cost per lead (CPL) is the average ad spend required to generate one lead, calculated by dividing spend by the number of leads captured. It is an early-funnel efficiency metric, and a low CPL means little if those leads never become pipeline.
The cheap-lead trap
CPL is the easiest paid-media metric to game and the easiest to be fooled by. Broad targeting and a low-friction form will drive CPL down while filling your CRM with people who will never buy. The number that matters is cost per qualified lead, or better, cost per SQL.
We optimise to the qualified end of the funnel, not the raw lead count. A higher CPL that produces sales-ready opportunities almost always beats a low CPL that produces noise, once you trace it through to CAC.