Driviam
Open menu

Cost per lead calculator

What does a lead really cost you?

Put in last month's bill and leads for each listing site. You see what each lead costs you today, and what the same budget could bring in on Google.

1. Your listing sites today

Count every lead a site sent you last month: calls, emails, chats and texts. Leave a row empty if you don't use that site.

SiteMonthly cost ($)Leads last monthCost per lead
CarGurus–
Autotrader–
Cars.com–
Other sites–
All sites–––
2. Google vehicle ads estimate

Starting numbers are medians for used-car dealers on Google search. Change them if you know better.

Medians from LocaliQ for used-car dealer search campaigns, April 2025 to June 2026. Vehicle ads are a different format; your audit gives numbers for your market.

Your results

Today, from listing sites

–

per lead

Google estimate

–

in ad spend per lead

Same budget on Google

–

leads a month, estimated

An estimate, not a promise: real results depend on your market, prices, photos and car pages. Driviam's flat monthly fee is not included; we quote it in your free audit.

Want the real numbers for your cars?

We search 3 of your cars on Google, show who appears instead of you, and recommend a starting budget for your market.

Get my free inventory audit

How the math works

  • Cost per lead today = what you paid a site last month ÷ the leads it sent you.
  • Google clicks = monthly ad budget ÷ cost per click.
  • Google leads = clicks × the share of clicks that become leads.
  • Google cost per lead = monthly ad budget ÷ Google leads.

What dealers pay listing sites

  • CarGurus: $8,134 per quarter (about $2,711 a month), average revenue per paying us dealer, Q2 2026. Source
  • Cars.com: $2,500 per month (across about 19,300 dealers), average monthly revenue per dealer, Q2 2026. Source

Company-wide averages that include large franchise stores. Reviewed November 4, 2026.

Compare one site at a time: CarGurus vs Google · Autotrader vs Google · Cars.com vs Google