How much should you pay for a lead?

On average, the cost per lead in 2019 was $198. However, cost per lead differs widely depending on the industry, your target market and of course the competition in your sector.

What causes high cost per lead?

There are a number of reasons why your digital recruiting channels might be inflating your CPL. Two common issues are more competition for keywords and receiving more impressions but fewer clicks. You may also have used creative for too long, causing people to get used to seeing your ad and scrolling on by.