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Lead cost calculator: work out what a customer costs before you buy.

Use your own numbers to work out your cost per signed case, policy or funded deal. Then open a sample record and write down the criteria you want in a pilot.

Start with your market.

The sample and qualification questions will change to match.

A qualified lead record for your team to follow up.

Open the lead record.

See what you would review before a sales conversation. This is a fictional sample, with no real personal information.

MVA inquiryIllustrative record
Service area
Florida
Accident timing
Within the last 30 days
Treatment
The claimant reports ongoing treatment
Representation
The claimant says no lawyer is retained
Reason for asking
Wants to discuss possible representation

Bring a clear brief to the call.

Set the requirements you want to discuss. Download a copy for your team. No contact details are needed and nothing is sent.

Use the total number of leads for the whole pilot, not a weekly or monthly target.

Questions to agree before launch
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This is a discussion brief, not an order or confirmation of supply. Pricing, criteria, delivery and terms are agreed before launch. Entries stay in this page until you leave; only a download saves them.

What will a customer cost?

Change the cost and conversion rate to see what it takes to win a customer.

Worked example. All figures are editable; your OptiMAX quote is agreed before launch.

Your planning inputs

Worked example: 20 leads over four weeks at $300 each. Assume 10% become signed cases; adjust both to suit your team.

A qualified lead record for your team to follow up.

Volume is the total bought over the whole pilot. Duration does not multiply it. Sales and payments may follow later.

Qualified, exclusive MVA leads. This worked example uses delivered leads; live transfers and signed cases are different products. Include any extra fees or tax in your own cost input.

Conversion is the share of leads that become customers. Start low and use your own outcomes to refine it.

Changing currency changes the label; it does not convert the amounts.

Sources and assumptions

Worked example: a $3,000 signed-case planning target × a 10% assumed signing rate = $300 per delivered lead. This is a chosen planning price, not an observed industry average or a formal OptiMAX quote. Replace it with your agreed price.

10% signed cases per purchased lead is the chosen planning assumption for this worked example, not an observed industry average or an OptiMAX performance claim. Replace it with your own measured intake results.

Checked 2 November 2026. Sources provide product or price context. Chosen planning assumptions are identified separately. Pilot sizes are illustrative; these are not OptiMAX quotes or measured market averages. Check supplier terms and include any extra tax or fees in your entered cost.

Add what you earn per customer (optional)

Use the amount you expect to keep after direct delivery costs, before paying for leads. For a law firm, use fees you expect to collect, less direct case costs, and not the value of a settlement.

Add your own figure to see the amount left after lead cost and the conversion rate needed to cover it.

Your pilot scenario

Add a planning cost, then calculate to see:

Total pilot spend
Total leads × cost per lead
Assumed signed cases
Total leads × conversion rate
Cost per signed case
Total spend ÷ signed cases

Uses your entered lead cost. Include any extra tax or fees required by your quote. Sales-team costs and overheads are not modelled.

What happens next.

A pilot starts with a shared definition of a useful call or lead.

  1. Agree the criteria

    Confirm the market, service area, qualifying questions and what makes a lead billable.

  2. Approve the handoff

    Review a sample record, delivery method, contact permissions and who follows up.

  3. Confirm the terms

    Agree pricing, supply and start date before anything starts. Fails a check? Not sent. Not billed. If one slips through, flag it within 72 hours and we replace it.

  4. Review the outcomes

    Bring contact, appointment and sales outcomes back into the review. Agree any changes together.

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