B2B Unit Economics Calculator
Enter your deal size and close rate. Get exactly what you should be paying per lead, per click, and per customer. Plus budget scenarios and LTV:CAC analysis.
Your deal economics
Enter your deal metrics and we'll calculate exactly what you should be paying per lead, per click, and per acquisition.
Annual revenue per deal
% of leads that become customers
Revenue minus cost of delivery
Days from lead to close
How many dollars back per dollar spent
Not sure about your numbers?
Most teams don't have clean data on close rates, CAC, or true cost per lead. That's exactly what we help with. We'll audit your funnel, build the tracking, and give you real numbers to work with.
Get a Free AuditNumbers look off?
If your CPL is too high or your ROAS is below target, we can help. GTME builds paid media programs that optimize for pipeline, not clicks. We cut one client's CPL from $180 to $32.
View Paid Ads ServiceNot sure about your numbers?
Most teams don't have clean data on close rates, CAC, or true cost per lead. We'll audit your funnel and give you real numbers.
Get a Free AuditHow to calculate your B2B advertising costs
Understanding your paid media metrics is critical for optimizing B2B advertising spend. Whether you're running LinkedIn Ads, Google Ads, or Meta campaigns, these four calculations tell you everything you need to know about campaign performance and ROI.
CPC (Cost Per Click) explained
Cost per click measures how much you pay each time someone clicks your ad. It's the most fundamental paid media metric and directly impacts your cost per lead and ROAS. The formula is simple: CPC = Total Ad Spend / Total Clicks.
For B2B advertising, average CPCs vary significantly by platform. LinkedIn Ads typically range from $8-$15 per click due to the professional targeting precision. Google Search Ads average $2-$7 for B2B keywords, though competitive terms like "CRM software" or "sales automation" can exceed $20. Meta Ads are usually cheapest at $1-$4 per click, but lead quality tends to be lower for B2B.
CPM (Cost Per Mille) explained
Cost per mille (cost per thousand impressions) measures brand awareness efficiency. The formula: CPM = (Total Spend / Total Impressions) x 1,000.
CPM is most relevant for awareness campaigns, retargeting, and ABM display ads. LinkedIn CPMs for B2B range from $30-$80, making it the most expensive platform by impressions. Google Display Network runs $3-$12 CPM. For ABM campaigns where you're targeting specific accounts, higher CPMs are acceptable because you're reaching exactly the right audience.
ROAS (Return on Ad Spend) explained
Return on ad spend is the ultimate measure of paid media effectiveness. The formula: ROAS = Revenue Generated / Ad Spend. A ROAS of 5x means every $1 spent on ads generates $5 in revenue.
For B2B companies with longer sales cycles, measuring ROAS requires proper attribution. Multi-touch attribution models that connect ad clicks to closed-won revenue are essential. Without them, you're flying blind. Most B2B companies target 3x-5x ROAS, but this varies by deal size, sales cycle length, and margin. Enterprise deals with $100K+ ACV can tolerate lower ROAS because each conversion is worth more.
Cost per lead (CPL) explained
Cost per lead is arguably the most important metric for B2B demand generation. The formula: CPL = Total Ad Spend / Total Leads Generated.
But not all leads are equal. A $30 CPL from content syndication that generates unqualified leads is worse than a $150 CPL from LinkedIn that generates decision-makers at target accounts. Always measure CPL alongside lead quality, conversion rate, and pipeline generated. The formula for your target CPL: Target CPL = (Average Deal Size x Close Rate) / Required ROAS.
B2B advertising benchmarks by platform
| Platform | Avg CPC | Avg CPM | Avg CPL |
|---|---|---|---|
| LinkedIn Ads | $8 - $15 | $30 - $80 | $50 - $200 |
| Google Search | $2 - $7 | N/A (CPC model) | $30 - $100 |
| Google Display | $0.50 - $3 | $3 - $12 | $40 - $120 |
| Meta (Facebook/IG) | $1 - $4 | $5 - $20 | $20 - $80 |
| Content Syndication | N/A | N/A | $20 - $60 |
Want to improve these numbers?
GTME runs B2B paid ad campaigns that actually optimize for pipeline, not just clicks. We cut one client's LinkedIn CPL from $180 to $32.