Work out what a lead is actually worth from your average sale value and close rate — and the maximum cost per lead you can afford to pay.
Get a free PPC auditValue per lead = Average sale × close rate. If a sale is £1,000 and you close 1 in 5 (20%), each lead is worth £200 in revenue. Apply margin for profit per lead.
Break-even CPL equals profit per lead — spend up to that and you break even; below it you profit. This is the ceiling to set your bids and budgets against.
Multiply average sale value by your lead-to-customer close rate (as a %).
Up to the profit each lead generates on average — below that you make money.
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If the figures aren't where you want them, I'll find exactly where your Google Ads budget is leaking — free, no obligation.
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