Free tool

What a lead actually costs you per sale

Cost per lead is the number vendors quote. Cost per sale is the number that decides whether you keep your contract. Put your own rates in and watch the gap.

Your numbers

Cost per lead$35Leads per week20Contact rate35%Leads you actually get on the phoneAppointment rate40%Of contacts, how many setClose rate35%Of appointments, how many buyAverage annual premium$900First-year commission100%Advance75%Portion paid up front

Cost per sale

$714

20.4 leads per sale

Monthly lead spend

$3,031

87 leads/mo

Contacts

Appointments

Sales

4.2

Issued AP written

$3,819

Advance in pocket

$2,864

Net after leads

-$167

Thin margin

You are returning 1.26× your lead spend in first-year commission at $714 per sale. Under 3×, one bad batch or a run of chargebacks puts you underwater. Move the close rate or the lead price, not the volume.

This is arithmetic on the numbers you entered, not a projection. It ignores chargebacks, persistency, renewals, and your own time. Track your real contact and close rates for 60 days and put those in instead of the defaults.

Every lead you buy, you rent. Your own ads, you keep.

Every FE vendor on this page sells the same thing — one shot at a name, at a price that only ever goes up, from an audience they own and you don't. FEXads builds the other side of it: your own Meta campaigns, targeting final expense prospects in the states you're licensed in, running inside your own ad account. At the end of the year you own a trained pixel instead of a stack of dead leads.

Your ad account

not an agency's. The pixel, the audience and the lead history stay yours if you leave.

0% of spend

a flat monthly fee whether you spend $500 or $5,000, so nobody profits from talking your budget up.

Exclusive by default

nobody else can buy your form submits, and they hit your phone the second they land.

What it costs

$700

one-time setup

$500/mo

flat — never a percentage

See how FE campaigns work →

Cancel anytime. Runs in your ad account.

How to use the number you just got

Cost per sale is the only figure that compares two vendors honestly. A $12 shared lead that closes one in forty costs you $480 a sale. A $45 exclusive lead that closes one in twelve costs you $540. The cheap one looked half the price and finished within $60 of the expensive one — before you count the hours of dialing.

Once you have your cost per sale, three levers move it, and only three:

Lead price. The easiest to change and the least likely to help, because price usually tracks exclusivity.
Contact rate. Speed to lead moves this more than any script. Minutes matter, not hours.
Close rate. The slowest to move and the one that changes everything downstream.

If you cannot get the number under a third of your average first-year commission, the problem is usually the lead source, not the agent. Read what leads actually cost or compare vendors in the directory.

The vendors on this site are a bridge, not a business.

Buy leads while you build something that doesn’t need them. FEXads sets up and runs done-for-you Meta ad campaigns for final expense, IUL and mortgage protection agents — inside your ad account, with your pixel, at a flat monthly fee instead of a percentage.

Get your own ads running →