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What a lead has cost us — 24 months

Sep 2024 – Aug 2026 · CRM marketing spend to Jan 2026, supplier feeds after it · built 2026-09-17 09:02 UTC · download the CSV
$8.21 a lead across the board — $9.94M of ad spend against 1,211,905 leads over the 22 months that have complete cost data. Per fresh lead (new names only, recycled stripped out) it is $12.11.
But the average describes no month we are actually trading. Sep 2024–Dec 2024: $10.53 · 2025: $6.42 · Jan 2026–Aug 2026: $10.68. It fell through 2025 and has climbed back since — Mar 2025 bought a lead for $4.81, Apr 2026 for $12.61. Quote the period, not the 24-month number.
2 of the 24 months cannot be answered — Jul 2026 (96% of suppliers covered: Alan missing 8 days (has 2026-07-01–2026-07-23, ≈$27,348 unrecorded)); Aug 2026 (0% of suppliers covered: Alan has NO cost data for this month (it ran 8,203 leads); Boost has NO cost data for this month (it ran 1 leads); Blue Rooms missing 11 days (has 2026-08-01–2026-08-20, ≈$160,625 unrecorded)). They are shown in the table with their known spend, but that is a FLOOR and they are excluded from every average on this page. The cause is the ad-cost logins: nothing is estimated in to fill them.
Blended cost per lead — 22 months
$8.21
$9.94M over 1,211,905 leads
Cost per FRESH lead
$12.11
821,385 new names — recycled cost no new ad money
Latest countable month
$9.78
Jun 2026 · $516,384 / 52,813
Cheapest month
$4.81
Mar 2025
Dearest month
$12.61
Apr 2026
Months with no usable cost data
2
Jul 2026, Aug 2026

Month by month

MonthAd spendLeadsFreshRecycledCost per leadCost per FRESH leadCost data
Sep 2024 $429,716 46,315 39,481 85.2% 6,834 14.8% $9.28 $10.88 CRM
Oct 2024 $530,090 47,484 39,920 84.1% 7,564 15.9% $11.16 $13.28 CRM
Nov 2024 $509,918 40,895 35,199 86.1% 5,696 13.9% $12.47 $14.49 CRM
Dec 2024 $312,365 34,467 31,103 90.2% 3,364 9.8% $9.06 $10.04 CRM
Jan 2025 $433,197 44,189 36,138 81.8% 8,051 18.2% $9.80 $11.99 CRM
Feb 2025 $369,809 48,985 37,548 76.7% 11,437 23.3% $7.55 $9.85 CRM
Mar 2025 $314,892 65,533 39,963 61.0% 25,570 39.0% $4.81 $7.88 CRM
Apr 2025 $342,057 64,216 38,389 59.8% 25,827 40.2% $5.33 $8.91 CRM
May 2025 $403,965 63,688 36,639 57.5% 27,049 42.5% $6.34 $11.03 CRM
Jun 2025 $275,533 55,205 33,755 61.1% 21,450 38.9% $4.99 $8.16 CRM
Jul 2025 $360,551 61,833 34,206 55.3% 27,627 44.7% $5.83 $10.54 CRM
Aug 2025 $396,424 57,414 32,473 56.6% 24,941 43.4% $6.90 $12.21 CRM
Sep 2025 $297,793 54,952 32,332 58.8% 22,620 41.2% $5.42 $9.21 CRM
Oct 2025 $460,558 64,087 36,951 57.7% 27,136 42.3% $7.19 $12.46 CRM
Nov 2025 $380,166 59,195 36,752 62.1% 22,443 37.9% $6.42 $10.34 CRM
Dec 2025 $453,535 59,422 36,831 62.0% 22,591 38.0% $7.63 $12.31 CRM
Jan 2026 $537,414 63,168 41,281 65.4% 21,887 34.6% $8.51 $13.02 CRM
Feb 2026 $629,700 55,535 35,666 64.2% 19,869 35.8% $11.34 $17.66 complete
Mar 2026 $706,433 59,455 42,504 71.5% 16,951 28.5% $11.88 $16.62 complete
Apr 2026 $726,208 57,568 42,458 73.8% 15,110 26.2% $12.61 $17.10 99% †
May 2026 $558,209 55,486 42,039 75.8% 13,447 24.2% $10.06 $13.28 complete
Jun 2026 $516,384 52,813 39,757 75.3% 13,056 24.7% $9.78 $12.99 99% †
Jul 2026 $723,461 58,861 45,153 76.7% 13,708 23.3% $12.29 $16.02 96% — not counted †
Aug 2026 $419,410 59,151 41,357 69.9% 17,794 30.1% $7.09 $10.14 no cost data †
TOTAL — 22 countable months$9,944,9161,211,905821,385390,520$8.21$12.11months with short cost data excluded
Cost per lead = that month's ad spend ÷ every lead the CRM received that month, recycled included. Cost per fresh lead divides by new names only — a 5AB/6AB/CMN/N1N or trailing-R code is a re-send of a lead we already paid for. Recycled has run between 10% and 45% of intake, so the two numbers are far apart and which one is quoted matters. † marks a month with a cost-data hole — hover it for the detail.

By period

PeriodMonths countedAd spendLeadsFreshCost per leadCost per FRESH lead
2024 (Sep 2024–Dec 2024) 4 of 4 $1,782,089 169,161 145,703 86.1% $10.53 $12.23
2025 12 of 12 $4,488,480 698,719 431,977 61.8% $6.42 $10.39
2026 (Jan 2026–Aug 2026) 6 of 8 $3,674,347 344,025 243,705 70.8% $10.68 $15.08
WHOLE WINDOW 22 of 24 $9,944,916 1,211,905 821,385 67.8% $8.21 $12.11
Every figure is Σ spend ÷ Σ leads over the months counted, never an average of monthly averages — those two differ whenever volume moves, and volume moved a lot. Months with short cost data are excluded from the count, which is why "months counted" can be under the months in the period.

Cost per lead by supplier

MonthAlanBlue RoomsBoostLead ProntoOrganicCost data
Sep 2024$11.26
$419k / 37,238 fresh		——$4.71
$11k / 2,243 fresh		—CRM
Oct 2024$13.71
$515k / 37,574 fresh		——$6.34
$15k / 2,346 fresh		—CRM
Nov 2024$14.90
$495k / 33,253 fresh		——$7.50
$15k / 1,946 fresh		—CRM
Dec 2024$10.18
$301k / 29,543 fresh		——$7.47
$12k / 1,560 fresh		—CRM
Jan 2025$12.81
$385k / 30,036 fresh		——$7.94
$48k / 6,102 fresh		—CRM
Feb 2025$9.77
$299k / 30,552 fresh		——$10.19
$71k / 6,996 fresh		—CRM
Mar 2025$7.86
$249k / 31,644 fresh		——$7.96
$66k / 8,319 fresh		—CRM
Apr 2025$9.18
$284k / 30,980 fresh		——$7.78
$58k / 7,409 fresh		—CRM
May 2025$10.92
$320k / 29,328 fresh		——$11.46
$84k / 7,311 fresh		—CRM
Jun 2025$8.14
$235k / 28,824 fresh		62 fresh
no cost		—$8.41
$41k / 4,869 fresh		—CRM
Jul 2025$10.73
$321k / 29,908 fresh		384 fresh
no cost		—$10.12
$40k / 3,914 fresh		—CRM
Aug 2025$12.49
$366k / 29,345 fresh		$11.10
$8k / 761 fresh		—$9.08
$21k / 2,367 fresh		—CRM
Sep 2025$9.13
$282k / 30,849 fresh		$16.06
$5k / 310 fresh		—$9.54
$11k / 1,173 fresh		—CRM
Oct 2025$12.66
$445k / 35,128 fresh		$15.25
$7k / 473 fresh		—$6.49
$9k / 1,350 fresh		—CRM
Nov 2025$10.86
$366k / 33,711 fresh		$14.81
$5k / 328 fresh		1,095 fresh
no cost		$5.79
$9k / 1,618 fresh		—CRM
Dec 2025$12.12
$326k / 26,897 fresh		$11.66
$3k / 245 fresh		$12.39
$72k / 5,802 fresh		$13.56
$53k / 3,887 fresh		—CRM
Jan 2026$14.43
$374k / 25,924 fresh		$20.89
$22k / 1,058 fresh		$10.29
$101k / 9,790 fresh		$8.97
$40k / 4,509 fresh		—CRM
Feb 2026$19.41
$366k / 18,863 fresh		2,032 fresh
no cost		$17.76
$142k / 7,987 fresh		$17.93
$122k / 6,784 fresh		—complete
Mar 2026$15.21
$360k / 23,664 fresh		1,275 fresh
no cost		$21.03
$205k / 9,758 fresh		$18.10
$141k / 7,807 fresh		—complete
Apr 2026$20.75
$417k / 20,082 fresh		$5.58
$36k / 6,507 fresh		$16.90
$116k / 6,838 fresh		$17.46
$158k / 9,031 fresh		—99%
May 2026$16.43
$233k / 14,210 fresh		$8.42
$148k / 17,598 fresh		$16.31
$56k / 3,413 fresh		$17.75
$121k / 6,818 fresh		—complete
Jun 2026$15.85
$126k / 7,930 fresh		$11.00
$262k / 23,784 fresh		$12.31
$32k / 2,634 fresh		$17.88
$97k / 5,409 fresh		—99%
Jul 2026$10.13
$79k / 7,764 fresh		$16.54
$512k / 30,945 fresh		—$20.64
$133k / 6,444 fresh		—96% — not counted
Aug 20267,494 fresh
no cost		$11.00
$292k / 26,554 fresh		1 fresh
no cost		$17.43
$127k / 7,308 fresh		—no cost data
Each cell is that supplier's spend ÷ that supplier's fresh leads for the month — a real CPL, not a share of the blended one. The denominator is fresh on purpose: a recycled lead is a re-send of a name that supplier already sold us, it costs no new ad money, and counting it would understate the supplier's real price. Codes are attributed with the shared registry after stripping the recycled -R — classify() finds Blue Rooms with "ends in X" and a recycled code ends in R, so #HOU1FXR and #DALGXR would otherwise bill to Alan (5,437 leads across this window, $0 of spend). A cell reading "no cost" means the supplier ran leads that month with no cost data behind them — the hole, stated rather than filled.