Lead Index 2026
What does a lead really cost? Real numbers from our campaigns, with client, industry and method. No estimates.
The numbers
As of September 29, 2026. Measured in Meta Ads Manager over the full run of each campaign. That adds up to 1,751 leads, plus one live campaign at 124 leads per month.
| Industry | Client | Channel | Leads | Cost per lead |
|---|---|---|---|---|
| Tour operator | Padelreise24 | Meta Ads | 967 | €2.46 |
| Driving school | Fahrschule Pfeil | Meta Ads | 131 | €4.10 |
| Driving school | City Driver | Meta Ads | 124 per month | €5.72 |
| Travel agency | sonnenklar.TV Gummersbach | Meta Ads | 223 | €6.12 |
| Tour operator | grenzenlos fairreisen | Meta Ads | 124 | €8.60 |
| Real estate (new build) | Bayerische Trendhaus | Meta Ads | 274 | €9.27 |
| Driving school | Fahrschule Schön | Meta Ads | 32 | €26.95 |
What the numbers say
The median is €6.12 per lead. The range goes from €2.46 to €26.95. What we learned from these campaigns: the biggest lever is the offer, not the industry. A clear, limited offer and a short lead form on mobile bring the cost down.
Without ad spend, on Google, it looks different. A remediation company (NAS Sanierung) ranks #1 for its relevant terms after two to three months and gets 15 to 20 leads a month, with no cost per click.
How we measure
A lead is a submitted form or a booked appointment with contact details. Clicks, reach and likes don't count. Cost per lead is ad spend divided by the number of leads, not including our management fee.
Can you use these numbers?
Yes. Please cite them with a link to this page: “Lead Index 2026, Smith & Victory”. All campaigns ran in Europe, so the numbers are in euros. We update the table when new campaigns have enough data.
Let's find out if it's a fit.
Six short questions, then you get your estimate and a call with our leadership team.
- An honest assessment of where you stand
- A roadmap for your first 90 days
- A reply within 24 hours