Ads
What cost per lead means and how to lower it on Facebook Ads
Read the right number before you raise your ad budget.
GrowBee ads team
· 5 min read
Reviewed by an editor
What cost per lead is
Cost per lead (CPL) is your total ad spend divided by the number of people who leave their details: a phone number, a message or a sign-up form. It sits much closer to revenue than likes or impressions do.
Two campaigns with the same budget can produce very different CPLs. Before you spend more, look at where the money is going.
Four ways to lower cost per lead
- 1Measure real leads: set up the Pixel and Conversions API so Facebook knows who actually converted.
- 2Test several ads: change images, videos and opening lines, and keep the ones with the lowest CPL.
- 3Narrow the audience sensibly: the area you can serve, the right ages and needs.
- 4Use a clear landing page: a short form, fast loading, and the same promise the ad made.
Is your current CPL reasonable?
Share your ad account and we'll review it for free with suggestions.
Author
GrowBee ads team
Every article is reviewed by an editor before publishing.