Lead Value Calculator (Kenya)

This lead value calculator works out what an average enquiry is worth to your business, which tells you how much you can afford to spend to generate one and still profit.

By Veira Team, Kenya SME toolsPublished June 2026Updated June 2026

Calculator

Leads or enquiries in a period

Share that become customers

Average profit per customer (KES)

Result

Each lead is worth about KES 300

Value per leadKES 300

Total value of these leadsKES 60,000

Max sensible cost per leadKES 300 (break-even); aim well below

Value per lead = the share that convert times the profit per customer. Knowing this sets a ceiling on what you can pay to acquire a lead. Spend below it and marketing profits; spend above it and you lose money.

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Know what a lead is worth

If you do not know what an enquiry is worth, you cannot know what is sensible to spend to get one. Lead value turns your close rate and profit per customer into a single figure per enquiry.

That figure is your ceiling. Pay less than the value of a lead to generate one and your marketing makes money; pay more and it loses. It turns advertising from a guess into a decision you can check.

Worked examples

A service business

200 leads, 20% close, KES 1,500 profit each.
Each lead is worth KES 300; spend less than that to acquire one.

Frequently asked questions

What is lead value?

The average worth of an enquiry to your business: the share of leads that convert multiplied by the profit per customer. It tells you how much you can afford to spend to generate one lead.

How does lead value set my ad budget?

It is your ceiling per lead. If a lead is worth KES 300 in profit, paying less than KES 300 to acquire one is profitable and paying more loses money. It turns ad spend into a checkable decision.

How do I increase lead value?

Improve your close rate, so more leads buy, or raise the profit per customer through higher margins or repeat sales. Either lifts what each enquiry is worth.

Should I count profit or revenue per customer?

Use profit, not revenue, so the lead value reflects what you actually keep. Spending against revenue can leave you paying more for leads than the sales are worth.

How does Veira help?

Veira tracks which sales close and the profit on them, so your close rate and profit per customer are based on real figures rather than estimates.