Another week, another failed marketing pitch.
The presentation started with bold claims—“We can solve your B2B marketing challenges with our whiz-bang outbound lead generation processes!”
I leaned in. Great, I thought. Time to put some numbers behind that claim.
So I asked, “What will the acquisition cost per client be when I use your program?”
And then, the dancing started.
“Welllll… it all depends.”
Fine. Everything depends on something. So I followed up:
“What’s the range, then?”
“We can’t really give you that.”
🚨 Red flag. 🚨
Here’s the reality: If you don’t know your Customer Acquisition Cost (CAC), you don’t know your business.
How Much Does It Actually Cost to Get a Customer?
Let’s get real. Here are some actual CAC ranges for different industries:
🔹 Remodeling & Home Services – $200-$1,000 per customer
🔹 Roofing Companies – $200-$1,000 per customer
🔹 Dentists – $100-$300 per patient (higher for specialties or competitive markets)
🔹 Law Firms – $100-$1,000 per client (higher for digital/PPC-heavy strategies)
The Simple Math of Marketing
If you’re wondering how much you need to spend on marketing, here’s the formula:
✅ Your average Customer Acquisition Cost (CAC) × The number of customers you want.
That’s it. Math doesn’t care about your feelings.
But I do.
Because when you know your CAC, you can improve it. You can adjust your strategies, optimize your funnel, and make data-driven decisions instead of guessing your way through business.
And guess what? Your coach can help you—if you take the time to understand your own numbers.
Want to grow? Know your CAC. Control your future.