2025 CPL and CAC Benchmarks [HubSpot Research]

As a marketing consultant, I work on client accounts and ensure their marketing is working (i.e., making money for the business). To gauge marketing success, I particularly like two benchmarks: the cost per lead benchmark (CPL) and the customer acquisition costs benchmark (CAC).As a marketing consultant, I work on client accounts and ensure their marketing is working (i.e., making money for the business). To gauge marketing success, I particularly like two benchmarks: the cost per lead benchmark (CPL) and the customer acquisition costs benchmark (CAC). These benchmarks are helpful for everyone in business to know, but especially important for sales and marketing teams. I work primarily in the B2B space, and the B2B cost per lead benchmark is one of the most valuable metrics. B2B sales cycles can take a long time, and it can be tricky to determine the exact customer acquisition costs, but you must get as close as possible to these numbers. To help refine your marketing strategy to lower the costs of acquiring leads and customers, here are some helpful CPL and CAC benchmarks, plus insights from a recent HubSpot survey of hundreds of marketers. I wanted to look at what the numbers tell us about