Comparing a marketplace fee with a social ad CPM misses most of the operating cost.
Do not mix unlike periods or populations. A lead from a new city, a returning customer and a cold prospect can behave differently even when they arrive through the same channel.
Paid search
High intent can justify higher click cost, but coverage and competition vary by city.
For “Paid search,” write inclusions, exclusions and timing beside the number. A price without scope creates a second negotiation later.
Social lead ads
Lower friction can create volume and more qualification work.
For “Social lead ads,” look at the path after the click or message, not only the platform metric. The channel succeeds only when the next handoff works.
Organic social
Cash cost may be low while production and consistency demand staff time.
For “Organic social,” write inclusions, exclusions and timing beside the number. A price without scope creates a second negotiation later.
Directories and marketplaces
Lead fees or subscriptions trade some control for concentrated demand.
For “Directories and marketplaces,” write inclusions, exclusions and timing beside the number. A price without scope creates a second negotiation later.
Referral
Acquisition cost can be low, but service quality and relationship maintenance are the real investment.
For “Referral,” write inclusions, exclusions and timing beside the number. A price without scope creates a second negotiation later.
Make the categories operational
For this article, each category needs a definition and an example. If two people classify the same lead or event differently, refine the rule before comparing the totals.
How to keep the report honest
For this article, label internal samples as internal, note the date range and definitions, and keep claims proportional to the evidence. If a number comes from a public source, verify that the population and period actually match the decision you are making. For this topic, the first things I would put on that review are paid search, social lead ads.