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Almost nobody in this market publishes their own ad numbers, which is why the cost of a Meta lead is a rumour ranging from $8 to $150 depending on who is selling what. These are ours, from the ads manager, for the seven days ending 5 September 2026.
| Seven days, one campaign | |
|---|---|
| Spend | $18,452.78 |
| Qualified leads | 767 |
| Cost per qualified lead | $24.07 |
| Daily spend | About $2,636 |
| Share of our total Meta spend | Roughly 90% |
| Basis | Measured — our own ads manager, 30 Aug to 5 Sep 2026 |
What the 767 looked like — $87,652 average monthly revenue, $92,408 average requested, trucking first by a distance — is published separately, along with the six Ads Manager numbers the campaign is managed on.
What “qualified” means here
A lead is not a form fill. Every one of the 767 cleared the same gates the exclusive leads we sell clear, enforced on the page rather than by a rep afterwards.
- $30,000 or more in monthly revenue, selected from bands.
- Requesting at least $15,000.
- Six months or more in business.
- Four months of bank statements available.
- Industry and state selected.
- A six-digit code sent to the phone number given, entered before the application would submit.
Submissions that failed any gate went to a separate page and were never counted, never sent to Meta and never called. That matters for the number: a cost per lead that includes the disqualified is a different, smaller-looking figure, and it is the one most people quote.
What had to be in place
The rate is the output of a system, not of a budget. Three parts, and the video covers each: six angles of creative in static and video, uploaded in volume and left for Meta to sort; a funnel with only the friction that earns its place; and a pixel that fires for qualified submissions only, so the algorithm is optimising towards the merchant we want rather than towards whoever will fill in a form.
What it changes about buy versus build
Our exclusive leads sell at $60. The same lead costs $24.07 to generate at scale — before the media buyer, the creative output, the page, the verification service and the learning weeks that sit outside the ad account. The gap is real and it is smaller than it looks, and the full comparison is about owning a channel rather than saving on a lead. But the honest version of that comparison starts from a measured figure, and this is it.
Questions brokers ask
How much does an MCA lead cost on Facebook ads?
Our own main campaign ran at $24.07 per qualified lead over the seven days to 5 September 2026 — $18,452.78 for 767 leads, each phone-verified and above $30K a month. A new account at a low budget should expect to pay more while it settles.
How many leads does $18,000 of Meta ad spend produce?
767 qualified submissions in our case, over seven days on one campaign — but only with qualification enforced on the page, a one-time passcode on the form, and the pixel firing for qualified leads alone. Without those the count is higher and the leads are worth less.
Is $24 a lead realistic for a small MCA shop?
Not in month one. The figure comes from an account spending about $2,600 a day with hundreds of creatives in rotation. At $100 a day, expect a higher cost per lead until delivery stabilises, then a fall towards it as the creative pipeline finds what works.
Why publish your own ad numbers?
Because nobody else does, and the market prices leads on rumours as a result. A benchmark without a basis is a number someone made up; this one is from our ads manager, and we say exactly what “qualified” meant.
Does the cost per lead include disqualified submissions?
No. Submissions that failed a gate went to a separate page, were never sent to Meta and were never counted. Including them produces a smaller-looking figure that describes a worse product.
Reference
The video these numbers come fromTwenty minutes on the whole system, with chapters and the transcript in full.
Alex Makowski
Founder, Infinite Bookings
Runs the lead generation operation behind Infinite Bookings — paid traffic, the funding application, and the delivery pipeline that puts records into brokers’ CRMs.
Reachable directly at alex@infinitebookings.com or 732-609-7182.