Have you ever wondered how your industry compares to others in regards to cost per lead? Our clients who are embarking on digital marketing campaigns often ask us what a good or average cost per lead is for their industry, or for the marketing channel they are utilizing.
With the consistent client requests, we thought we would scour the web to find current data on average cost per lead segmented by industry and by channel. We came across data which was exactly what we were searching for – so we decided to break it down into segments that we could quickly send to clients.
Cost Per Lead By Industry
As you would imagine, the average cost per B2B lead can vary greatly depending on the industry. Here are some averages across industries and channels that will help you answer the question, “What is a good cost per lead?”.
Travel and Tourism
Below you will find the average cost per lead for the travel and tourism industry.
Telecom Industry
Below you will find the average cost per lead for the telecom industry.
Retail Industry
Below you will find the average cost per lead for the retail industry.
Non-Profit Industry
Below you will find the average cost per lead for the non-profit industry.
Media and Publishing Industry
Below you will find the average cost per lead for the media and publishing industry.
Marketing Agency
Below you will find the average cost per lead for the marketing agency industry.
IT Industry
Below you will find the average cost per lead for the IT and technical services industry.
Industrial and Manufacturing Industry
Below you will find the average cost per lead for the industrial and manufacturing industry.
Healthcare Industry
Below you will find the average cost per lead for the healthcare industry.
Financial Industry
Below you will find the average cost per lead for the financial industry.
Education Industry
Below you will find the average cost per lead for the education industry.
Consumer Products Industry
Below you will find the average cost per lead for the consumer products industry.
Business Services Industry
Below you will find the average cost per lead for the business services industry.
Cost Per Lead Data By Industry
| Industry | Low | High | Average |
| Financial Services | $44 | $272 | $160 |
| IT, Computer, and Technical Services | $39 | $370 | $208 |
| Education | $37 | $66 | $55 |
| Healthcare and Medical | $36 | $286 | $162 |
| Industrial and Manufacturing | $33 | $235 | $136 |
| Travel & Tourism | $29 | $182 | $106 |
| Retail | $25 | $41 | $34 |
| Consumer Products | $24 | $182 | $105 |
| Telecom | $24 | $64 | $45 |
| Marketing Agencies | $22 | $173 | $99 |
| Media and Publishing | $21 | $191 | $108 |
| Non-Profits | $16 | $43 | $31 |
| Business Services | $39 | $225 | $132 |
Cost Per Lead By Marketing Channel
Above we outlined the average cost per lead by industry. Below you will find the average cost per lead my marketing channel. It will help you answer the question, “What is the most effective online advertising?”.
Traditional Offline Marketing Channel
Below you will find the average cost per lead for traditional offline channels such as TV, Radio, and Print.
Social Media Advertising Channel
Below you will find the average cost per lead for social media channels.
Linkedin Advertising Channel
Below you will find the average cost per lead for Linkedin advertising.
SEO Channel
Below you will find the average cost per lead for seo.
Events and Tradeshows
Below you will find the average cost per lead for events and tradeshows.
SEM Channel
Below you will find the average cost per lead for search engine marketing.
Email Marketing Channel
Below you will find the average cost per lead for the email marketing channel.
Referral Channel
Below you will find the average cost per lead for referrals.
Programmatic Marketing Channel
Below you will find the average cost per lead for programmatic marketing.
Display Advertising Channel
Below you will find the average cost per lead for display advertising.
Content Marketing
Below you will find the average cost per lead for content marketing.
Webinars
Below you will find the average cost per lead for webinars.
PR and Earned Media
Below you will find the average cost per lead for public relations.
Video Marketing
Below you will find the average cost per lead for video marketing.
Paid Social Media Advertising
Below you will find the average cost per lead for paid social media ads.
Retargeting Campaigns
Below you will find the average cost per lead for retargeting campaigns.
Cost Per Lead Data By Channel
| Marketing Channel | Low | High | Average |
| Events & Tradeshows | $180 | $1,442 | $811 |
| Public Relations/Earned Media | $108 | $480 | $294 |
| Referrals | $54 | $92 | $73 |
| Video Marketing | $59 | $288 | $174 |
| LinkedIn Advertising | $51 | $99 | $75 |
| Webinars | $45 | $98 | $72 |
| Display Advertising (Premium) | $43 | $82 | $63 |
| Content Marketing | $43 | $140 | $92 |
| Display Advertising (Programmatic) | $34 | $42 | $38 |
| Traditional Advertising (TV, Radio, Print) | $38 | $1,200 | $619 |
| Search Engine Advertising | $38 | $181 | $110 |
| Social Media Advertising | $34 | $82 | $58 |
| Email Marketing | $33 | $72 | $53 |
| Online Retargeting | $22 | $39 | $31 |
| Social Media Advertising | $21 | $73 | $47 |
| Search Engine Optimization | $14 | $47 | $31 |
Sources for the data set includes data from HubSpot, MarketingCharts.com, Matchcraft, Prospect Marketing, Pulse Local Marketing, and Survey America.