Cost per lead, often abbreviated as CPL, is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer. It is also commonly called online lead generation.
How much should I charge per lead?
The question is how much can you afford a lead to be. You need to look at your customer lifetime value. If you have a service that is priced at $3000, then you would be happy to pay $500 to $1000 for a customer which turns into $4 to $5 dollar per lead assuming 100 leads = 1 customer.