Cost per Lead (CPL) Calculator for Facial Harmonization Clinics
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Cost per lead (CPL) is the first measure of an ad: how much each contact cost. It is useful but incomplete. A R$ 25.00 lead that never books costs more than a R$ 60.00 lead that closes. The calculator takes CPL all the way to the closed patient, through each stage of the funnel.
Your data stays in your browser. The starting values are a hypothetical example.
What does each field mean?
| Field | What to enter |
|---|---|
| Ad spend | How much was spent in the period, in reais. |
| Contacts generated | Messages, forms or calls received from the ad. |
| Contacts who book an assessment | Percentage of contacts who schedule an assessment. |
| Assessments that become a procedure | Percentage of assessments that close. |
How is it calculated?
- CPL = spend ÷ contacts generated.
- Assessments booked = contacts × percentage who book.
- Cost per assessment = spend ÷ assessments booked.
- Procedures closed = assessments × closing percentage.
- Cost per closed patient = spend ÷ procedures closed.
Worked hypothetical example
Hypothetical example: R$ 3,000.00 invested, 120 contacts, 20% book and 40% of assessments close.
| Stage | Calculation | Result |
|---|---|---|
| CPL | 3,000 ÷ 120 | R$ 25.00 |
| Assessments | 120 × 20% | 24 |
| Cost per assessment | 3,000 ÷ 24 | R$ 125.00 |
| Closed | 24 × 40% | 9.6 |
| Cost per closed patient | 3,000 ÷ 9.6 | R$ 312.50 |
What mistakes distort CPL?
Three mistakes are common. The first is counting any click or like as a lead, instead of a real contact with intent to book. The second is mixing campaigns with different goals, such as reach and conversations, in the same calculation. The third is ignoring response time: a contact who waits hours for a reply goes cold, and CPL looks good while closing collapses. Define what a lead is before you measure and keep the definition for at least three months.
How do I use the result?
Take the cost per closed patient to the CAC calculator and compare it with the margin on the first procedure. To find out whether the ad as a whole pays for itself, use ROAS. And to improve the assessment stage, see the consultation conversion rate.
Frequently asked questions
What is CPL?
CPL is cost per lead: the ad spend divided by the number of contacts it generated, such as messages, sign-ups or calls.
Does a low CPL mean a good ad?
Not necessarily. A cheap lead that never books or closes ends up costing a lot. What matters is the cost per closed patient.
Can I advertise aesthetic procedures freely?
No. Healthcare advertising is governed by your professional council and by CONAR (Brazil's advertising self-regulation council). Check what you can advertise before you invest.