SEO Lead Value Calculator
Turn organic leads into dollars: customers, profit, and pipeline value.
Inputs
Results
Adjust the inputs to see your forecast.
What this number means
Monthly lead value is the gross profit generated by one month of organic leads: leads x close rate x customer value x margin. With the defaults — 200 leads, an 8% close rate, $5,000 per customer, 70% margin — that is $56,000/month ($672,000/year).
Value per lead ($280 at the defaults) tells you the most you can afford to spend to acquire one more organic lead and still break even on gross profit. Pipeline in flight ($168,000 at the defaults) is the value currently working its way through a 3-month sales cycle — money committed but not yet closed.
The formula
In plain English: leads become customers, customers bring revenue, margin turns revenue into profit.
- Customers per month = Monthly leads x Lead-to-customer rate
- Revenue per month = Customers per month x Average customer value
- Monthly lead value (gross profit) = Revenue per month x Gross margin
- Annual lead value = Monthly lead value x 12
- Value per lead = Monthly lead value / Monthly leads
- Pipeline in flight = Monthly lead value x Sales cycle months
Worked example
A B2B marketing agency gets 200 organic leads a month and closes 8% of them — 16 new customers. At $5,000 average customer value that is $80,000 in monthly revenue; at a 70% gross margin the profit is $56,000/month, or $672,000/year. Each lead is worth $280 of gross profit, so any campaign that acquires incremental organic leads for less than $280 each pays for itself. With a 3-month sales cycle, $168,000 of value is in flight at any moment.
The chart makes the compounding visible: $56,000 of profit every single month from a lead flow that, once ranking, keeps arriving without additional media spend.
Assumptions and limitations
- Close rates are the fragile input. A 2-point swing in close rate moves the answer more than any other input — use your measured rate, not a hoped-for one.
- Gross margin, not net. This is profit after cost of delivery, before sales salaries, overhead, and tax.
- No churn or expansion modeled. Customer value is treated as a single figure; upsells and cancellations are not separated.
- Pipeline assumes steady flow. The in-flight figure assumes leads arrive evenly; lumpy months make it approximate.
- All figures are planning estimates.