- Aug 22, 2025
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Hey everyone, I’m curious how much other dealers are currently paying for leads from third-party sites like Autotrader, Cars.com, etc. What’s the typical range per VIN specific lead these days?
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How much do you pay for leads?
- Thread starter coreystout
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These providers are flat subscription based, not lead based. I pay that same amount no matter if I get 5, 50, or 500 leads in a month.
I think I understand the question. There is nothing typical so really hard to answer.
I think I understand the question. There is nothing typical so really hard to answer.
- May 1, 2005
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- Jeff
Most states no longer allow a per-lead purchase with providers now operating on an open subscription base, with some coming with a monthly volume cap.
- May 1, 2006
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The adage of $20 per lead remains a decent benchmark. Although most providers don't charge this way, you can calculate your lead charge by dividing your flat spend by the number of leads received. I think most dealers like to calculate ROI instead.
✨ AI Highlights
- Dealers inquire about lead costs from major automotive marketplaces, but learn that most providers now operate on flat monthly subscriptions rather than per-lead pricing, making direct cost comparisons difficult.
- Industry veterans note that while the historical benchmark of $20 per lead persists informally, dealers typically calculate their actual lead cost by dividing total subscription spend by leads received, then assess ROI rather than focusing on per-lead rates.
- The key insight is that the lead pricing model has fundamentally shifted from transaction-based to subscription-based across the industry.
Dealers inquire about lead costs from major automotive marketplaces, but learn that most providers now operate on flat monthly subscriptions rather than per-lead pricing, making direct cost comparisons difficult. Industry veterans note that while the historical benchmark of $20 per lead persists informally, dealers typically calculate their actual lead cost by dividing total subscription spend by leads received, then assess ROI rather than focusing on per-lead rates. The key insight is that the lead pricing model has fundamentally shifted from transaction-based to subscription-based across the industry.
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