The short answer
There is no single price. Cost per lead depends on the offer, the audience, the creative, the season and the budget, and it moves over time. The honest way to answer is to show real figures and teach you how to work out your own.
Real cost-per-lead figures
These come from Kaizen campaigns, as Meta Ads Manager reports them:
| Leads | Cost per lead | Amount spent | Type |
|---|---|---|---|
| 382 | S$7.67 | S$2,930 | Website leads |
| 134 | S$14.36 | S$1,924 | On-Facebook leads |
| 644 | S$15.26 | S$9,830 | On-Facebook leads |
| 139 | S$18.20 | S$2,529 | On-Facebook leads |
An agent also reported "over 50 leads in just 2 months, at a cost per lead of $9" (Qi De, Senior FSM, MDRT Producer). See the screenshots.
Three costs to track
- Cost per lead = ad spend divided by leads.
- Cost per appointment = ad spend divided by meetings that happen.
- Cost per case = ad spend divided by cases closed.
A cheap lead who never meets you costs more than a pricier lead who does. The number that decides whether ads pay off is cost per case compared with what a case earns you.
A worked example (hypothetical numbers)
Suppose you spend S$1,500 in a month at S$15 per lead.
| Step | Number | How |
|---|---|---|
| Leads | 100 | S$1,500 / S$15 |
| Appointments | 25 | if 25% of leads book a meeting |
| Cases | 7.5 | if you close 30% of meetings |
| Cost per case | S$200 | S$1,500 / 7.5 |
These are illustration numbers, not a forecast. Change them in the cost per lead calculator.
What moves the cost
- The offer. A clear, low-pressure offer attracts better enquiries.
- The creative. Video and image quality matters.
- The route. Website leads and on-Facebook forms behave differently. In the screenshots above, website leads cost less per lead, but quality and follow-up still decide the result.
- Reply speed. Faster replies turn more leads into meetings, which lowers cost per appointment.
- Optimisation. Reviewing and improving campaigns regularly drives cost down over time.
Figures on this page are examples and estimates from Kaizen campaigns and agent reports. Your results depend on your market, offer, budget and how you handle each appointment.
Frequently asked questions
How much does an insurance lead cost in Singapore?
In our Ads Manager screenshots, between S$7.67 and S$18.20 per lead across different campaigns. Your cost will depend on your offer, audience and budget.
What is a good cost per lead for insurance?
There is no universal benchmark. Compare cost per case with what a case earns you.
Is a cheaper lead always better?
No. Lead quality and how fast you reply change how many leads become meetings.