The lead cost £40. Working it cost £400.

Cost per lead is not a cost. It is one component of a cost, and often the smaller one: which is why the cheapest channel can quietly be the most expensive.

By Steve 5 min read
Abstract bridge artwork for The lead cost £40. Working it cost £400.

A marketing report shows two acquisition channels. One delivers leads at roughly £40 each. The other costs somewhere north of £200. The arithmetic looks settled, budget moves towards the cheap channel, volume rises, and revenue doesn’t follow. Six months later the sales team is busier, the pipeline is fuller, and the close rate has fallen far enough that someone starts asking whether the salespeople have gone soft. They haven’t. The measurement was incomplete. Cost per lead captures the money paid to a platform or a publisher. It does not capture…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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