CPL is your spend ÷ Marketing Leads. Max profitable CPL is Lead Value used as a spend ceiling. Benchmarks show Paid-search conversion cost and All-channel CPL as separate columns — never one blended figure.
You can afford to pay up to $600 per Marketing Lead; you're at $50.
- CPL
- $50
- Max profitable CPL
- $600
- Implied CAC
- $250
Max profitable CPL is your Lead Value used as a spend ceiling — one formula, not two. Implied CAC is CPL divided by your Lead-to-Customer Rate.
Sourced Benchmarks — two columns, two definitions
Paid-search conversion cost (WordStream by LocaliQ, Apr 2025 – Mar 2026): All-industry average cost per conversion inside Google Ads and Microsoft Ads (13,000+ US campaigns). Not Marketing Lead CPL. All-industry average $67.
All-channel CPL (First Page Sage, Jan 2022 – Jun 2025): gross paid + organic cost per Marketing Lead. No all-industry average is published — table width is $91–$982 (eCommerce / Higher Education), not a Benchmark Range for one cohort.
B2B SaaS
Paid-search conversion cost: $94 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Business Services category used as a proxy for B2B SaaS (cross-taxonomy mapping).
All-channel CPL: $237 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage B2B SaaS. Gross marketing cost per Marketing Lead.
Paid-search column is a Business Services proxy, not a WordStream B2B SaaS row.
Legal
Paid-search conversion cost: $132 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Attorneys & Legal Services. In-platform cost per conversion.
All-channel CPL: $649 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage Legal Services. Gross marketing cost per Marketing Lead.
Healthcare
Paid-search conversion cost: $40 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Physicians & Surgeons (low bound of healthcare row; Dentists sit at $72.97).
All-channel CPL: $361 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage Healthcare. Gross marketing cost per Marketing Lead.
Paid-search healthcare spans Physicians $40.04 to Dentists $72.97; table shows the Physicians bound.
Home services
Paid-search conversion cost: $91 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Home & Home Improvement. In-platform cost per conversion.
All-channel CPL: $92 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage HVAC (low bound of home-services span; Construction is $227).
All-channel home services spans HVAC $92 to Construction $227; table shows HVAC.
Education
Paid-search conversion cost: $77 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Education & Instruction. In-platform cost per conversion.
All-channel CPL: $982 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage Higher Education (table high endpoint). Gross marketing cost per Marketing Lead.
Finance / insurance
Paid-search conversion cost: $74 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Finance & Insurance. In-platform cost per conversion.
All-channel CPL: $653 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage Financial Services (high bound; Business Insurance is $424).
Ecommerce
Paid-search conversion cost: $49 — WordStream by LocaliQ (Apr 2025 – Mar 2026). Paid-search conversion cost — WordStream Shopping, Collectibles & Gifts. In-platform cost per conversion.
All-channel CPL: $91 — First Page Sage (Jan 2022 – Jun 2025). All-channel CPL (paid + organic) — First Page Sage eCommerce (table low endpoint). Gross marketing cost per Marketing Lead.
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Frequently asked questions
What is Implied CAC?
Implied CAC is CPL ÷ Lead-to-Customer Rate — inferred from lead economics, not measured from new Customers like C11 CAC.
Why two benchmark columns?
WordStream measures in-platform cost per conversion; First Page Sage measures gross paid + organic cost per Marketing Lead. They are different questions and can differ by several times for the same vertical.
Do I need an account?
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