Calculating Google Ad Conversion Values For Lead Gen Campaigns

As I've explained in Why You Don't Want To Drive Your Google Ad Cost Per Conversion Too Low and Maximizing Return On Ad Spend For Your Google Ad Lead Gen Campaigns, when it comes to Google Ads or any advertising, it's important to know how much on average each lead is worth to your business.

So how are you suppose to determine that? What's the formula?

It's simple! You calculate average lead value by taking your average lifetime customer value and average sales conversion rate (i.e. how many leads you need to get on average before you get a sale) and multiply them to determine what an average lead is worth to your business.

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