Most Dealers Don’t Know Their Average Cost Per Lead, and They Should 08 Jul 25

Answer the following:

What is your average cost per lead in 2025?

We asked a few motorcycle dealers this question. The response?

Most didn’t know. Some gave a number—but weren’t sure how to evaluate it.

And that’s understandable.

Sales First, Analysis Later

Running a motorcycle dealership means juggling multiple responsibilities. That leaves little time for deep data analysis. It’s far easier—and more intuitive—to focus on:

• Units sold
• Monthly revenue
• Manufacturer targets

But knowing your cost per lead (CPL) is just as critical. And turning that knowledge into action is what truly drives results.

Why Your CPL Matters (But Isn’t the Whole Story)

Understanding how much it costs to acquire a lead—especially as that cost changes seasonally—is essential.

But the number itself isn’t enough.

Key questions every dealer should ask:

• What’s a good CPL for my dealership?
• Why is my CPL high?
• How can I bring it down?
• Are my leads converting?

CPL is an average—an indicator that only makes sense when compared with other metrics, like:

• Where the lead came from (organic, paid, social…)
• Time period (season, campaign window…)
• How many leads turned into quotes?
• How many quotes turned into sales?
• What was the revenue generated from those sales?

Thinking critically about CPL can unlock powerful insights and strategies for improvement.

Technology Connects the Dots

It’s hard to connect all these data points manually.

That’s where technology—and specifically, CRM software—comes in.

A CRM Designed for Motorcycle Dealers

CRM (Customer Relationship Management) tools are widely used in industries like automotive retail to manage:

• Lead tracking
• Customer communication
• Sales funnel visibility
• Reporting and analytics

But for many motorcycle dealerships, CRM systems feel like a burden—complex tools imposed by the manufacturer, poorly tailored to real-world needs.

Why?

Because most CRMs are built for general use—not for motorcycle sales.

That’s Why We’re Building Performing Lead

At Performing Digital, we’re developing Performing Lead—a CRM that’s:

• Simple
• Focused
• Built specifically for motorcycle dealers

With Performing Lead, your average cost per lead becomes more than just a number. It becomes a decision-making tool that helps evaluate the ROI of your marketing efforts and improve future campaigns.