Junk-Lead Cost Calculator

What junk leads really cost you

The Junk-Lead Tax. How much of your ad budget buys fake leads? One month of numbers, answer in about 2 minutes. See the leads your ad platforms report next to the real ones that reached you, and what the difference costs.

no real lead behind them

Currency

For labels only. Nothing is converted, so enter every amount in the same currency.

Ad spend for the period

€

Everything you spent on the ads whose leads you count below: Google Ads, Meta and any others, added together. Ad spend only, not agency or software fees.

Leads your ad platforms report

The conversions for your lead actions, added up across platforms (Google Ads: the Conversions column for your lead actions; Meta: Leads or Results). If two platforms count the same enquiry, it's in here twice, and that's part of what this calculator shows. Decimals are fine: Google Ads can report part of a conversion.

Real leads you received

Count them in your inbox, booking tool or CRM: genuine enquiries from real people you'd follow up, each person once. Leave out spam, tests and repeats. Include leads from Meta or Google lead forms if they're real. Can't count them? Leave this blank and fill in the junk share instead.

Or: what share of your leads is junk? (optional)

Only if you can't count real leads. Your estimate, as a percentage of the enquiries you get: spam, bots, fake details, repeats. A week of checking your inbox gives a fair idea. Ignored if you entered real leads.

What a qualified lead is worth to you (optional)

€

Roughly what one good lead is worth: your average sale value times the share of qualified leads that become customers. Example: an average job of 2,000 and 1 in 4 qualified leads buying makes a lead worth 500.