Do you know 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝗽𝗮𝘆 per lead on Google Ads?
Do you know 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝗽𝗮𝘆 per lead on Google Ads?
Do you know 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝗽𝗮𝘆 per lead on Google Ads?
Do you know 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝗽𝗮𝘆 per lead on Google Ads?
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22 avr. 2025
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?
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?
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?
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?
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As a freelance Google Ads expert, I help you build campaigns that are clear, structured, and focused on results. We’ll define your goals together, then I’ll take care of everything from setup to daily optimization.
Facebook Ads
As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
Google Ads
As a freelance Google Ads expert, I help you build campaigns that are clear, structured, and focused on results. We’ll define your goals together, then I’ll take care of everything from setup to daily optimization.
Facebook Ads
As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
Google Ads
As a freelance Google Ads expert, I help you build campaigns that are clear, structured, and focused on results. We’ll define your goals together, then I’ll take care of everything from setup to daily optimization.
Facebook Ads
As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
Google Ads
As a freelance Google Ads expert, I help you build campaigns that are clear, structured, and focused on results. We’ll define your goals together, then I’ll take care of everything from setup to daily optimization.
Facebook Ads
As a facebook Ads freelancer, I work with you to create campaigns that actually speak to the right audience. You bring the vision, I bring the structure and testing. We’ll improve your targeting, creatives, and cost per result over time.
Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
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As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
Google Tag Manager
As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
Google Tag Manager
As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
Youtube Ads
As a YouTube freelance expert, I help you turn video into a real marketing asset. We’ll build a video strategy that fits your paid media goals, whether it’s getting more visibility, generating leads, or boosting sales. I
Google Tag Manager
As a freelance expert in Google Tag Manager, I make sure your tracking is set up properly from the start. We’ll define together which actions really matter for your business, and I’ll implement a clean, reliable setup. Good tracking is the foundation of any strong paid media strategy. Without it, you’re flying blind. With it, every decision is based on real data you can trust.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
Audit Google Ads & Facebook Ads
As a senior traffic manager, I offer in-depth audits of your Google Ads and Meta Ads accounts. We’ll review what’s working, what’s not, and where budget is being wasted. You’ll get clear, actionable insights and a step-by-step plan to improve your paid media performance. It’s a great way to reset your strategy and unlock new growth opportunities.
Paid Media Coaching
If you’re managing your own campaigns or leading a small team, I can step in for a few hours to help you get things on track. As a freelance paid media expert, I offer hands-on coaching sessions focused on your real challenges. We’ll review your setup, clarify your strategy.
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