What is Cost per lead?
Cost per lead (CPL) is total advertising spend divided by the number of leads generated in the same period. In real estate, CPL alone is misleading: cheap leads often include wrong numbers and unqualified browsers, so it should be read alongside cost per qualified lead and cost per site visit.
Formula: CPL = ad spend ÷ leads. If ₹2,00,000 produces 400 leads, CPL is ₹500.
CPL varies with ticket size, location, configuration and channel, so cross-project benchmarks are rarely useful.
Why it matters in Indian real estate
Optimising campaigns purely for low CPL teaches ad platforms to find form-fillers, not buyers. Feeding site visits and bookings back to the platforms corrects this.
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