Tool
Cost per enquiry and cost per client calculator
Compare your marketing channels by what really matters: cost per enquiry, cost per paying client and return on spend.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
Why cost per client beats cost per click
A channel with cheap clicks or cheap enquiries can still be the most expensive way to win a client, if those enquiries rarely buy. Compare channels on cost per paying client and return.
Calculator
Which marketing actually pays?
Enter last month's numbers for each channel. Nothing is stored.
| Channel | Spend | Enquiries | Clients | Per enquiry | Per client | Return |
|---|---|---|---|---|---|---|
| £38 | £188 | 4.8× | ||||
| £34 | £133 | 6.8× | ||||
| £27 | £267 | 3.4× |
SEO brings clients at the lowest cost: £133 per client. Judge channels by cost per client and return, not by cost per click or enquiry alone.
Return = clients × average client value ÷ spend. For SEO, use what you pay for SEO work each month as spend.
Where to find the numbers
- Spend: invoices and ad accounts for the month. For SEO and content, what you pay for that work.
- Enquiries: your CRM, filtered by source, or tracked conversions in analytics.
- Clients: won deals in your CRM by source.
If you cannot fill in the enquiries and clients columns by source, that is the first thing to fix. See tracking and attribution.
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