Seven quick questions about your business, two of them skippable. At the end you get one number: your target cost per lead in Google Ads, and the maths behind it.
This anchors everything: it is what winning one new customer is worth. Answer monthly, or switch to annual contract value (ACV) if that is how you think.
Not every company factors margin into acquisition maths; plenty work in straight revenue. If you do: of every $100 a customer pays, how much do you keep after the direct costs of serving them? If you don't, skip this.
Rough is fine. The median for private SaaS companies is 75% (KeyBanc survey); service-heavy models run closer to 65%.
Your CAC payback period. This is a choice, not a fact. Companies sit on a spectrum between growth (longer payback, pay more per lead, move faster) and efficiency (shorter payback, safer cash, fewer leads), and plenty move along it in both directions. Where are you right now?
Benchmarks: SaaS companies with sub-$15k contracts typically target 8-12 months; the top quartile runs 6 or under (Optifai, 939 companies).
In some companies every ad lead books straight into a demo. In others, sales or an SDR qualifies leads first and only some get a demo booked. If you qualify first: what percentage of ad leads make it through to a booked demo?
Of all the demos people book, the percentage who actually turn up.
Of the demos that actually happen, the percentage that become paying customers.
So we can show what these numbers mean in leads, customers and revenue per month, not just cost per lead.
Paste them into our Slack channel and we'll take it from there.
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