How Much Should You Really Pay Per Lead on Google Ads?

If you’re running Google Ads or Facebook Ads, you’ve probably asked yourself: What’s a good cost per lead?

Knowing your ideal CPA (Cost Per Acquisition) is key to avoiding wasted budget, scaling campaigns profitably, and making smart media buying decisions.

In this article, I’ll show you a simple formula that every freelance Google Ads or Meta Ads strategist should use when managing campaigns.

🎯 The Formula: Ideal Target CPA

To calculate the ideal Target CPA, use this formula:

Target CPA = (AOV × Net Margin × Closing Rate) ÷ Profitability Objective

Let’s break it down:

• AOV (Average Order Value) → Your average revenue per conversion (in €)

• Net Margin → Your profit margin after costs, in % (e.g. 40% = 0.4)

• Closing Rate → % of leads that actually become paying customers

• Profitability Objective → How much profit you want per euro spent (e.g. 2 = 2x return)

  
  

Example Calculation

Let’s say you run freelance PPC campaigns for a B2B client:

• AOV = 1000€

• Net Margin = 40% (0.4)

• Closing Rate = 25% (0.25)

• Profitability Objective = 2

  
  

👉 Target CPA = (1000 × 0.4 × 0.25) ÷ 2 = 50€

This means your ideal cost per lead is 50€ to hit your profit target

Why It Matters

Too many businesses (and even some senior traffic managers) set arbitrary CPA goals.

By calculating your ideal CPA, you’re making data-driven decisions that protect your margin, boost ROI, and improve campaign efficiency across platforms like Google Ads, Meta Ads, and other paid advertising channels.

If you’re working as a freelance paid media specialist or ads manager, this clarity can be a game-changer for your strategy.

Final Thoughts

This is just one layer. You can (and should) go deeper by factoring in LTV, funnel stages, seasonality, and CAC payback periods. But this formula gives you a solid starting point to build from.

Want to optimize your Google Adwords or Meta Ad campaigns with custom CPA benchmarks?