Selling high-ticket consulting (visa, immigration, study-abroad, executive coaching)? Optimizing for CPL leads you wrong.
Why CPL misleads
Low CPL with low close rate = high CAC. The right metric is CAC, not CPL.
The metric set that matters
- CAC
- LTV (including upsell, net of refunds)
- LTV:CAC ratio (3:1 healthy)
- CAC payback period
- Sales cycle length
If your agency only reports CPL, switch.
