The Max CPL
Know your ceiling.
Your max cost per lead is the profit you make on a sale multiplied by the rate at which leads become sales. Keep €100 profit per sale and close 20% of your leads, and your max CPL is €20. Pay more than that and each lead loses money on average. This calculator turns your margin and close rate into the ceiling you can pay for a lead and still break even.
How it works
Enter your Product Profit.
Enter your Close Rate.
See your Breakeven CPL instantly.
Why it matters
If you make $100 profit and close 20% of leads, you cannot pay more than $20 per lead.
If you do, you lose money. This is the law of physics for lead gen.
The Math
Breakeven CPL = Profit × (Close Rate / 100)
Target CPL = Breakeven CPL × 0.8 (20% Safety
Margin)
Worked examples
| Profit per sale | Close rate | Max CPL (breakeven) |
|---|---|---|
| €100.00 | 20% | €20.00 |
| €250.00 | 10% | €25.00 |
| €500.00 | 5% | €25.00 |
| €80.00 | 40% | €32.00 |