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If you've ever wondered whether tools like CommVersion actually add to your cost per lead, (or help reduce it), this one's for you.
At first glance, it’s easy to assume that anything layered on top of your existing ad spend is just another line item inflating your CPL. But that logic misses a key point: you’ve already paid for that traffic. The real question is what you’re doing with it and how to get more from it without spending more.
In this quick breakdown, we’ll show you:
- Why the common “we already paid for the click” argument falls apart (and how to reframe it).
- How to think about incremental vs blended CPL and why it matters.
- Why conversion optimisation is often the most cost-effective place to unlock growth.
Let’s dig in.
Let’s Talk About the “We Already Paid for That Click” Assumption
Say you add a conversion tool like CommVersion to your site, and it charges £15 per lead it generates. It’s easy to think:
“Well, we already spent £100 to get that visitor here. If we’re now paying £15 to convert them, isn’t that lead really costing £115?”
Totally understandable logic, but it overlooks one crucial point: your £100 is already gone.
That £100 Has Already Been Spent — Whether the Visitor Converts or Not
The real question isn’t whether CommVersion adds to that spend. It’s whether it rescues that spend from going to waste.
If someone’s about to leave your site without enquiring, and CommVersion turns them into a lead, then you haven’t spent £115 to get that lead. You’ve salvaged value from a visitor who otherwise would’ve cost you £100 and delivered nothing.
So what’s the actual cost of that lead?
It’s £15 — because without conversion, your £100 investment would have returned zero.
Here’s the difference in mindset:
Think of it this way:
You’ve paid to get someone into your store. They’re about to walk out. CommVersion is the assistant who says the right thing at the right time to bring them back. That’s not an added cost — that’s smart use of spend.
Why Your £100 CPL Isn’t the Right Benchmark Anyway
Even if we accept the blended £100 CPL, it's still the wrong benchmark to compare against CommVersion’s £15–25 CPL.
Why?
Because your £100 is the average across all leads — not the cost of the next one you’ll get if you increase your ad budget.
Let’s break it down:
This is how paid media works. Early spend brings in the high-intent, easy-win leads. As you push further, your cost per incremental lead goes up — fast.
So comparing CommVersion’s CPL to your blended CPL is off the mark. The right comparison is with your incremental CPL — which could be £200 or more.
The Tactical Opportunity: Smarter Growth, Not Just More Spend
The most efficient way to grow isn’t always to spend more — it’s to get more from what you’re already doing.
CommVersion doesn't replace your media spend. It amplifies it, by turning more of your hard-won traffic into actual leads.
So if you're deciding between:
- Spending £200 to get one more lead via paid ads, or
- Spending £15 to convert one more visitor who's already on your site…
…it’s a no-brainer.
The Bottom Line
You’ve already paid to get people to your site. CommVersion helps make sure more of them become leads.
That’s not adding to your CPL — that’s lowering your cost to acquire customers.
If you care about marketing ROI, this is one of the simplest, smartest moves you can make.
And below is just an example of a white paper or blog we could create that does a lot of the sales team's job for them and educated customers on how to see what we do. No action needed on this for now
