free tool
Lead price calculator: find the price that works for both sides
A lead price sits between two walls: what the lead is worth to the buyer and what it costs the seller to produce. Enter a buyer's close rate and deal value, and a seller's cost per lead and unsold share, to see both and whether any price works between them.
Free, no sign up. Results update as you type.
Buyer: what a lead is worth
From the buyer's CRM, purchased leads only, not referrals or inbound.
Net of refunds and cancellations.
Delivery, support and the intake team who worked the lead.
The share of each lead's value the buyer keeps for themselves.
Seller: what a lead costs
Spend divided by leads that pass the buyer's spec, not raw submissions.
Verification, software and buyer support.
Leads you generated but never billed, from your own history.
Enough to cover overhead and media you pay for before buyers pay you.
Room to agree a price, per lead
$43.81
Any price from $76.19 to $120.00 works for the buyer and the seller.
- Buyer's ceiling
- $120.00
- Seller's floor
- $76.19
- Gross value per lead
- $200.00
- Cost per billed lead
- $57.14
A wide gap: the buyer can pay well above what the lead costs you. Set your minimum at the floor and let buyers compete for the rest, rather than guessing a number inside the range.
Set the floor. Let buyers set the price.
On Juiced, buyers bid by lead type and location above the minimum you set, the highest bid wins each lead, and wallets are funded before leads arrive. Every plan starts with a 7-day free trial.
Start free trialHow the lead price calculator works
There is no market price for a lead. A price has to sit between what the lead is worth to the person buying it and what it costs the person selling it, so the calculator works out each wall separately, then compares them.
The buyer's ceiling starts with the close rate on purchased leads multiplied by the average revenue per closed deal, which is the gross value of one lead. Every closed deal also costs something to serve, so the calculator takes that cost, weighted by the close rate, off the gross value, then keeps back the buyer's target margin. The result is the most the buyer can pay.
The seller's floor starts with media cost per sellable lead plus other costs per lead. Not every lead bills: some never sell and some are returned, so the leads that do bill carry the cost of the rest. Dividing by the share that bills gives the fully loaded cost per billed lead, and adding the seller's required margin gives the floor, the minimum bid or flat price.
If the floor is at or below the ceiling, any price between them works for both sides. If it is above, no price works, and finding that out before the first lead saves both sides a test that was never going to work. The method matches the worksheets in the pay-per-lead pricing guide, and every figure is yours: the calculator publishes no benchmarks.
Put these numbers to work
The parts of Juiced that move each number in this calculator.
- Pay-per-lead pricingThe worksheets behind the ceiling and the floor, and how flat prices compare with bidding.
- Lead return policyThe return reasons that drive your unsold and returned share, and how sellers publish them.
- Buyer biddingSet the floor as your minimum and let buyers bid up to their own ceilings.
- Wallet billingBuyers fund a wallet before leads arrive, so you never pay for media ahead of an invoice.
More free tools
- Sell more leads calculatorSee the revenue your unsold leads leave behind and how much bidding, resale, and a subscription club could recover.
- Lead distribution calculatorCompare round robin, weighted, and highest price first distribution across your buyers, with caps and overflow.
- Lead bid calculatorFind your break-even bid and a target bid per lead from customer value, margin, and close rate.
Frequently asked questions
Multiply the close rate on purchased leads by the average revenue per closed deal. That is the gross value of one lead. To get the most a buyer can pay, take off the cost of serving each closed deal, multiplied by the close rate, then keep back the buyer's target margin.
Add your media cost per sellable lead to your other costs per lead, then divide by the share of leads that actually bill, after unsold and returned leads. Divide that by one minus your required margin. The result is your floor, which becomes your minimum bid or flat price.
Every lead you generate costs money, but only the leads that bill pay for it. The leads that never sell, come back as returns or have to be replaced are carried by the ones that do, so a higher unsold share raises the floor on every billed lead.
No. Free leads are rarely worked the way paid leads are, so they give a misleading close rate. A small funded order, with the lead definition agreed first and enough time to reach closed deals, gives both sides a real number.
Yes, as long as every figure uses the same unit. Enter the close rate per billable call, transfer or appointment, and the cost and unsold share per billable unit. Many lead companies sell more than one unit, so run the calculator once for each.
Yes. There is no sign up and nothing you enter is saved. The math runs in your browser, so you can try as many scenarios as you like.
Sell more of the leads you already generate
Bidding, a private marketplace, and the club recover revenue from every lead in one system. Every plan starts with a 7-day free trial.