Glossary
CPL (Cost Per Lead)
Cost Per Lead is the average amount spent to generate one qualified lead through an advertising campaign. CPL equals total ad spend divided by the number of leads captured, typically via a form fill, phone call, or sign-up. It is the dominant efficiency metric in lead-generation verticals such as legal, home services, real estate, and B2B SaaS, where the immediate conversion is a lead rather than a purchase. Lowering CPL without degrading lead quality is the central optimization goal for most service-business advertisers.