Free tool
Lead Generation Calculator
Start from the end: the number of customers to sign. Your close rate gives the leads you need, your conversion rate the visits, and your cost per click the budget.
The number of leads needed is the customer target divided by the close rate, the share of leads that become customers. The visits needed are those leads divided by the rate at which visits become leads. Multiplied by the cost per click, they give the budget.
Need More Leads That Sign?
The calculation says how many. Campaigns decide which ones: leads that look like your signed customers, at the cost your target allows.
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How the reverse funnel works
Leads = Customers ÷ Close rate Visits = Leads ÷ Conversion rate Budget = Visits × Cost per click
For 30 customers a month at a 20 % close rate, you need 150 leads. If 4 % of visits become leads, you need 3,750 visits. At 4 € per click the budget is 15,000 € a month, or 500 € per signed customer.
The two rates weigh exactly the same. Moving from a 20 % to a 25 % close rate brings leads down to 120 and the budget to 12,000 €, just like moving from 4 % to 5 % conversion on the page.
The close rate comes from your CRM: it is the number that moves the result fastest, and Google Ads or Meta only know it if your sales are sent back to them.
What the calculation gives you
- A monthly lead target for your campaigns, taken from your sales target.
- The budget to plan, and the cost per customer it implies.
- The cheapest lever to work on: close rate, page conversion or cost per click.
Frequently asked questions
How do I calculate how many leads I need?
Divide your customer target by your close rate. For 30 customers at 20 %: 30 ÷ 0.20 = 150 leads a month.
How do I calculate the traffic I need?
Divide the leads you need by your visit-to-lead conversion rate. 150 leads at 4 %: 150 ÷ 0.04 = 3,750 visits.
How do I calculate my close rate?
Divide the customers signed by the leads received over the same period, allowing for your sales cycle: leads from one month can sign the following month.
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