Cost Per Lead (CPL)
Cost per lead explained. 2026: Google Search $66.69 (LocaliQ); Meta Lead Ads ~$27.66 (WordStream 2025); LinkedIn — no credible current figure (legacy agency data put regional CPLs at $80–$230).
Updated July 2026.
The average cost to generate one lead — a form fill, inquiry or signup. The key efficiency metric for lead-gen and B2B advertising.
Formula
Total Ad Spend ÷ Leads
Benchmark range
Google Search: $66.69 average (2026). LinkedIn: no credible current public figure — legacy agency data (The B2B House, c. 2021) put regional CPLs at $80–$230. Meta Lead Ads: ~$27.66 (2025 WordStream data — no 2026 edition yet).
Why it matters
Cheap leads aren't always good leads. Always weigh CPL against lead quality and downstream close rates — a $150 LinkedIn lead can beat a $30 Meta lead if it converts far more often.
2026 update
Google's average CPL fell in 2026 for the first time in five years, to $66.69. On LinkedIn, Lead Gen Forms cut CPL 20-50% versus landing pages, and the platform's cost per company influenced dropped sharply year over year.
Where it applies
- Google Ads
- Meta Lead Ads
- LinkedIn Lead Gen Forms