Coaches & consultants
What's a Good Cost Per Lead for a Coaching Webinar?
By Daniel Pope, founder of Be Known - helping businesses market since 2018
Short answer
A good cost per lead for a coaching webinar is whatever still leaves you profitable after show-up and close rates. Work it out backwards: multiply your offer price by your close rate and show-up rate to get what each registrant is worth, then keep cost per lead well below that. Industry averages matter less than your own numbers.
The formula
Value per registrant = offer price x show-up rate x close rate (of attendees). Your maximum cost per lead should be a fraction of that, leaving room for fulfilment costs and profit.
Worked example
Offer price $2,000. 30% of registrants attend. 5% of attendees buy. Value per registrant = $2,000 x 0.30 x 0.05 = $30. To keep a healthy margin you might aim for a cost per registrant of $10-$15.
These numbers are illustrative - plug in your own rates.
How to lower your cost per lead
- Sharpen the webinar title around one specific outcome.
- Match the ad's promise exactly to the registration page.
- Shorten the registration form.
- Send reminders to raise show-up rate, which raises each lead's value.
Model your traffic, leads, cost per lead and revenue before you spend a dollar - free, no signup.
Open the free calculatorQuestions & answers
Is cost per lead the most important number?
No. A cheap lead that never shows up is expensive. Track cost per attendee and cost per sale too.
How do I model this quickly?
Use our free funnel calculator - enter price, rates and ad spend and it shows leads, sales and return.