Cost per lead fell 31%. Cost per customer went up.

A cheaper enquiry is not a cheaper customer, and the gap between the two is where most acquisition budgets quietly lose their return.

By Steve 5 min read
Abstract bridge artwork for Cost per lead fell 31%. Cost per customer went up.

A marketing report arrives showing cost per lead down by roughly a third year on year. The channel mix has shifted, the creative has been refreshed, the tests worked. Nobody in the room disputes the number. Yet the sales team is busier and no happier, the close rate has drifted down, and the cash position looks much as it did twelve months ago. Both things are true at once. Cost per lead has fallen and cost per customer has risen. This is one of the most common and least visible…

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