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Projected 2020 Average Cost Per Lead By Industry and Marketing Channel

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.

Average Cost Per Lead - Travel & Tourism

Telecom Industry

Below you will find the average cost per lead for the telecom industry.

Average Cost Per Lead - Telecom

Retail Industry

Below you will find the average cost per lead for the retail industry.

Average Cost Per Lead - Retail

Non-Profit Industry

Below you will find the average cost per lead for the non-profit industry.

Average Cost Per Lead - Non-Profits

Media and Publishing Industry

Below you will find the average cost per lead for the media and publishing industry.

Average Cost Per Lead - Media and Publishing

Marketing Agency

Below you will find the average cost per lead for the marketing agency industry.

Average Cost Per Lead - Marketing Agency

IT Industry

Below you will find the average cost per lead for the IT and technical services industry.

Average Cost Per Lead - IT, Computer, and Technical Services

Industrial and Manufacturing Industry

Below you will find the average cost per lead for the industrial and manufacturing industry.

Average Cost Per Lead - Industrial and Manufacturing

Healthcare Industry

Below you will find the average cost per lead for the healthcare industry.

Average Cost Per Lead - Healthcare and Medical

Financial Industry

Below you will find the average cost per lead for the financial industry.

Average Cost Per Lead - Financial Services

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.

Average Cost Per Lead - Consumer Products

Business Services Industry

Below you will find the average cost per lead for the business services industry.

Average Cost Per Lead - Business Services

Cost Per Lead Data By Industry

IndustryLowHighAverage
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.

Average Cost Per Lead - Traditional Offline Advertising

Social Media Advertising Channel

Below you will find the average cost per lead for social media channels.

Average Cost Per Lead - Social Media Advertising

Linkedin Advertising Channel

Below you will find the average cost per lead for Linkedin advertising.

Average Cost Per Lead - LinkedIn Advertising

SEO Channel

Below you will find the average cost per lead for seo.

Average Cost Per Lead - Search Engine Optimization

Events and Tradeshows

Below you will find the average cost per lead for events and tradeshows.

Average Cost Per Lead - Events and Tradeshows

SEM Channel

Below you will find the average cost per lead for search engine marketing.

Average Cost Per Lead - Search Engine Advertising

Email Marketing Channel

Below you will find the average cost per lead for the email marketing channel.

Average Cost Per Lead - Email Marketing

Referral Channel

Below you will find the average cost per lead for referrals.

Average Cost Per Lead - Referrals

Programmatic Marketing Channel

Below you will find the average cost per lead for  programmatic marketing.

Average Cost Per Lead - Display Advertising (Programmatic)

Display Advertising Channel

Below you will find the average cost per lead for display advertising.

Average Cost Per Lead - Display Advertising (Premium)

Content Marketing

Below you will find the average cost per lead for content marketing.

Average Cost Per Lead - Content Marketing

Webinars

Below you will find the average cost per lead for webinars.

Average Cost Per Lead - Webinars

PR and Earned Media

Below you will find the average cost per lead for public relations.

Average Cost Per Lead - Public Relations_Earned Media

 

Video Marketing

Below you will find the average cost per lead for video marketing.

Average Cost Per Lead - Video Marketing

Paid Social Media Advertising

Below you will find the average cost per lead for paid social media ads.

Average Cost Per Lead - Paid Social Media Advertising

Retargeting Campaigns

Below you will find the average cost per lead for retargeting campaigns.

Average Cost Per Lead - Online Retargeting

Cost Per Lead Data By Channel

Marketing ChannelLowHighAverage
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.