Cost per lead benchmarks
What a lead and a click cost on Google and Meta by niche. Indicative figures from our media buying experience and open data. Updated as our own statistics accumulate.
Data for Q3 2026
| Niche | Lead, Google, $ | Lead, Meta, $ | Click, $ | Site conversion, % |
|---|---|---|---|---|
| Local servicesCalls are cheaper than forms. Maps bring the cheapest enquiries. | 6-14 | 4-10 | 0.2-0.7 | 8-15 |
| Online storesHere a “lead” is a purchase. The spread depends on average order value. | 8-25 | 5-18 | 0.1-0.4 | 1-3 |
| B2B and business servicesExpensive clicks, few searches, but a high deal value. | 25-80 | 20-60 | 0.6-2 | 2-5 |
| Real estateMeta brings cheaper but colder leads. Search is pricier and warmer. | 15-40 | 5-15 | 0.3-1.2 | 2-5 |
| HealthcareDental is pricier than general practice. Platform restrictions shape the creatives. | 8-20 | 5-15 | 0.3-1 | 5-10 |
| EducationA webinar sign-up is cheap, a paid course costs 10-20 times more. | 5-15 | 2-8 | 0.15-0.6 | 10-25 |
| HoReCaA lead here is a reservation or an order. Instagram brings the cheapest. | 3-9 | 1.5-5 | 0.1-0.4 | 5-12 |
| BrandsDepends on whether there is a direct sales channel. Without it we count reach and branded searches. | 10-30 | 6-20 | 0.2-0.7 | 2-5 |
How we count
- 01We take campaigns we have run for at least three months and drop the first test month. Where our own data for a niche is thin, we add open market data.
- 02A lead is a call, a form or a purchase, depending on the niche. Clicks without an enquiry do not count.
- 03We show the range between the 25th and 75th percentile so one odd account does not skew the average.
- 04Updated quarterly. Old data stays in the archive.
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