Cost Per Lead in India by Industry (Google & Meta Comparison 2026)

Every business owner running ads eventually asks the same question:

What is a normal cost per lead?

The problem is, there is no universal number.

Cost per lead depends heavily on industry, platform, competition, and buyer intent.

A ₹50 lead in one industry can be expensive.
A ₹2,000 lead in another industry can be cheap.

Let’s break this down industry by industry and compare how Google Ads and Meta Ads perform in India in 2026.

Understanding What “Cost Per Lead” Actually Means

Cost per lead is the total ad spend divided by the number of leads generated.

But this number alone is meaningless without context.

You must consider:

Deal size
Conversion rate
Sales cycle length
Lead quality

For example, if your average profit per client is ₹5,000, paying ₹3,000 per lead makes no sense.

But if your average deal value is ₹2 lakh, even a ₹4,000 lead can be profitable.

Now let’s analyze industries realistically.

Real Estate Industry

Real estate remains one of the most competitive advertising sectors in India.

On Google Search, cost per lead typically ranges between ₹300 and ₹1,500 depending on location and project value. High-demand cities like Hyderabad, Bangalore, and Mumbai push costs higher.

Meta Ads usually generate leads between ₹150 and ₹700. However, Meta leads often require stronger follow-up because intent is lower compared to Google Search.

Google leads tend to have higher buying intent, especially when users search specific project locations. Meta generates larger volume but slightly lower qualification.

For premium villa or luxury apartment projects, cost per lead can easily cross ₹2,000 on both platforms.

IT Services and SaaS

For IT services, cloud consulting, or SaaS products, Google Ads usually produces higher intent leads. Cost per lead typically ranges between ₹800 and ₹3,000 depending on keyword competition.

Meta Ads can generate leads between ₹500 and ₹1,500, but these leads often require nurturing because they may not be actively searching.

For B2B SaaS, LinkedIn may even exceed ₹3,000 to ₹5,000 per lead, but qualification improves significantly.

In this industry, deal size determines everything. A ₹2,000 lead is reasonable if the contract value exceeds ₹1 lakh.

Education and Coaching

Coaching institutes and online courses rely heavily on Meta Ads.

Meta cost per lead usually ranges from ₹80 to ₹400 depending on competition and targeting.

Google Ads leads are slightly more expensive, typically ₹150 to ₹600, but they often convert faster because users are searching for courses actively.

High-ticket coaching programs such as abroad education consulting or executive training can see lead costs between ₹800 and ₹2,000.

Education is volume-driven, so cost efficiency matters more than extreme lead qualification.

Healthcare and Clinics

For clinics, dental services, and hospitals, Google Search performs strongly because of urgency.

Cost per lead on Google typically ranges between ₹200 and ₹1,200 depending on specialization.

Meta Ads can generate leads between ₹150 and ₹500, but emergency-related services perform better on Google.

For elective procedures like cosmetic treatments, Meta can outperform Google due to strong visual advertising.

Lead cost depends heavily on specialization. Cosmetic surgery and fertility treatments command higher CPC and CPL.

Legal and Financial Services

Legal services and financial consulting fall into high-CPC industries.

Google cost per lead often ranges between ₹1,000 and ₹4,000 due to aggressive keyword bidding.

Meta Ads may generate leads between ₹700 and ₹2,000, but many of these leads are exploratory rather than urgent.

Because legal cases and financial services often have high lifetime value, businesses tolerate higher CPL.

Intent-driven Google leads usually convert better in this industry.

E-commerce

E-commerce doesn’t focus on cost per lead but cost per purchase.

However, for high-value products requiring inquiry, Meta cost per lead typically ranges from ₹100 to ₹500.

Google Shopping and Search may generate leads at ₹200 to ₹800.

Meta excels in impulse buying categories like fashion and home decor.

Google performs better for product-specific searches.

Local Service Businesses

Local services like plumbing, AC repair, or interior design often depend on Google Search.

Cost per lead ranges from ₹200 to ₹1,000 depending on city and competition.

Meta Ads may generate cheaper leads, between ₹100 and ₹400, but conversion depends heavily on urgency.

Search-based industries benefit more from Google’s intent-driven traffic.

High-Ticket Consulting

Business consultants, management advisors, and enterprise trainers often experience high lead costs.

Google cost per lead can range between ₹1,500 and ₹5,000.

Meta leads may range from ₹800 to ₹3,000 but usually require retargeting.

Because consulting contracts are large, businesses accept higher acquisition costs.

Why Cost Per Lead Varies So Much

Three major factors drive cost differences.

First is competition. When multiple advertisers target the same keyword or audience, CPC rises.

Second is buyer intent. High-intent keywords cost more but convert better.

Third is deal value. Industries with high contract value tolerate higher ad costs.

Lead quality matters more than lead price.

Google vs Meta: Which Is Cheaper Overall?

Meta generally produces lower cost per lead on average across most industries.

Google generally produces higher quality, higher intent leads.

If your product solves an urgent problem, Google often gives better ROI despite higher CPL.

If your product requires awareness or emotional persuasion, Meta often produces cheaper volume.

The smart strategy combines both.