The formula
Leads needed = clients wanted ÷ close rate ÷ meeting rate ÷ positive reply rate ÷ contactable rate
- close rate — meetings that become clients
- meeting rate — positive replies that book a meeting
- positive reply rate — contacted leads that reply with interest
- contactable rate — collected leads with the contact details you need (e.g. an email)
Worked examples
| Goal (clients/month) | Close | Meeting | Positive reply | Contactable | Leads to collect |
|---|---|---|---|---|---|
| 2 | 25% | 50% | 3% | 60% | ~890 |
| 4 | 25% | 50% | 3% | 60% | ~1,780 |
| 4 | 30% | 60% | 4% | 70% | ~795 |
| 10 | 25% | 50% | 3% | 60% | ~4,450 |
The third row shows the power of better rates: better targeting and offers more than halve the leads you need.
Credit cost
On Prospect Cheap one lead costs one credit:
- 890 leads → 890 credits
- 1,780 leads → 1,780 credits
- 4,450 leads → 4,450 credits
All fit within the Starter plan's 10,000 monthly credits ($29). Growth (50,000) and Scale (200,000) suit agencies running many clients.
Using your own numbers
Use your last campaign's real rates. If you're new, start with a test of a few hundred leads to measure them, then plan the month.
Read the full explanation: how many leads do you need?