The Found Gen

Marketing That Works.

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How to Quantify Your Cost Per Lead (CPL) and Cost per Client (CPC)

What does it really cost you to bring in new business?

It’s a question every business owner needs to answer, and the good news is it’s not rocket science. By tracking your cost per lead (CPL) and cost per client (CPC), you can measure how much you’re spending to generate interest and how much you’re investing to actually land a new client.

Once you know these numbers, you can make smarter marketing decisions, optimize your budget and maximize your ROI. Let’s break it down.

What is Cost Per Lead (CPL)?

A lead is someone who has shown interest in your business: maybe they filled out a form, downloaded a guide or subscribed to your newsletter. They’re not a client yet, but they took action and are in your marketing net.

The formula for cost per lead is:

CPL = Total Marketing Spend ÷ Number of Leads Generated

For example, let’s say a company runs an Instagram ad campaign for $500 and gets 50 leads. $500 ÷ 50 = $10 per lead.

Boom. You’ve got your CPL. Easy-peasy.

What is Cost Per Client (CPC)?

This is where things get exciting because now, we’re talking about conversions. Your cost per client (CPC) (sometimes called cost per acquisition, CPA, or customer acquisition cost, CAC) measures how much it costs to turn a lead into a paying client.

The formula for cost per client is:

CPC = Total Marketing Spend ÷ Number of Clients Acquired

Here’s another example: 

Imagine a firm spends $2,500 across multiple channels (i.e., Google Ads, newsletters, SEO, etc.). From those efforts, they gain 25 leads, but only 5 convert into paying clients. In this scenario, their CPC would be $2,500 ÷ 5 = $500 per client.

Why These Metrics Matter

Without CPL and CPC, you’re essentially throwing money at marketing and hoping it sticks. With a clear understanding of these metrics, you can:

  • See which campaigns are actually paying off
  • Compare channels (email vs. paid ads vs. SEO) to find your winners
  • Spend confidently because you know what it costs to acquire each client
  • Scale smarter, not harder

When you consider CPL and CPC as something of a marketing compass, you can use them to help you find the most efficient path toward growth.

How to Lower Your CPL and CPC

The lower your costs, the better your ROI, so it’s in your best interest to try to keep your CPL and CPC low. Here are a few ways to bring those numbers down:

  • Target smarter – Refine your audience so you’re reaching the right people, not just more people.
  • Nurture your leads – Once you snag a lead, stay top of mind sending useful email campaigns, blogs and follow-ups that build trust.
  • Tighten your sales process – The smoother the journey, the quicker leads turn into clients.

Go Forth and Grow with Confidence

CPL and CPC offer critical insight into where your money’s going, what’s working from a marketing perspective and how to get more bang for your buck. 

At The Found Gen, we help small businesses not only track these numbers but also improve them, because spending smarter is the real key to sustainable growth. If you want help lowering your CPL and CPC, call us today to talk strategy.

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What is Customer Lifetime Value (CLV)? Measuring the Value of Long-Term Relationships

When it comes to growing a business, many entrepreneurs focus heavily on new leads and conversions while keeping an all-important eye on ROI. But what about the value of the clients you already have? They play a critical role in your overall return on investment , too, and the longer they stick around, the bigger their impact. 

This impact is called customer lifetime value (CLV) in the marketing world, and it’s not just a financial metric to monitor. It’s a window into the long-term health of your business relationships. By understanding how much revenue each customer brings over the “lifetime” of their engagement with your business, you gain insight into where to focus your marketing and retention strategies.

Here’s why CLV matters and how you can start leveraging it to build stronger and more profitable customer relationships today.

What is Customer Lifetime Value?

At its core, customer lifetime value measures the total revenue you can expect from a single customer over the course of their relationship with your business.

That means it’s not just about one purchase; it’s about all the repeat purchases, referrals, upgrades and loyalty that compound over time. For example, a $100 customer who comes back monthly is far more valuable than a one-time $500 customer.

Why CLV Matters

Focusing on CLV shifts your perspective from short-term wins to long-term relationships. Here’s why understanding CVL is critical to your business success:

  • It empowers smarter marketing spend – Knowing your CLV helps you decide how much you can reasonably invest in acquiring new customers.
  • It prizes retention over acquisition – Retaining a customer often costs far less than acquiring a new one. CLV underscores the importance of loyalty-building strategies.
  • It helps you prioritize high-value customers – By segmenting customers by CLV, you can identify which groups are worth more of your time, energy, and resources.
  • It supports sustainable growth – Businesses built on long-term client relationships have steadier and more reliable revenue streams.

How to Calculate CLV

So now we know what CLV is and why it’s important, but how do you put a number on something that has both tangible and intangible value? There are several ways to calculate CLV depending on your business model, but here’s a simple formula to get started:

CLV = (Average Purchase Value) × (Number of Purchases per Year) × (Customer Lifespan in Years)

For instance, if a client spends $200 per purchase, buys from you 6 times a year and stays with you for 5 years, their CLV is: $200 × 6 × 5 = $6,000

That’s the estimated value of one long-term relationship. Multiply this across your customer base, and the numbers are powerful.

How to Improve CLV

Like any data point, measuring it and monitoring it can offer insights into what’s working and what’s not. And like any data point, it can be improved. Here are some strategies to noticeably notch up your CLV:

  • Nurture client relationships – Personalized communication, excellent service and regular touchpoints increase retention.
  • Upsell and cross-sell thoughtfully – Offer additional services or products that genuinely add value to your customer’s experience. No pulling fast ones on them! You need to retain their trust.
  • Invest in customer support – Quick, helpful and human responses go a long way in building loyalty.
  • Build a content strategy that educates and engages – Sharing resources that solve problems keeps your brand top of mind and strengthens trust over time.

Long-Term Value, Long-Term Success

Monitoring customer lifetime value may require a mindset shift in how your market, but it will quickly become clear that by valuing long-term relationships over short-term gains, you will set your business up for stability, sustainability and greater profitability.

At The Found Gen, we help small businesses create marketing strategies that not only attract new customers but also maximize the lifetime value of every relationship they have. Reach out to our team today to learn how we can help you increase your CLV so you can grow smarter, not just bigger.

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How to Tell if a Marketing Company is Reputable?

Hiring a marketing company can feel a bit like online dating. Everyone looks great on their website, promises big results and claims to “do it all.” But not every agency is created equally, and choosing the wrong one can cost you time, money and momentum.

So how do you separate strategic partners from flashy sales pitches? Here’s how to tell if a marketing company is reputable and worth your investment.

They Focus on Strategy Before Tactics

A reputable marketing company doesn’t jump straight to ads, social posts or SEO keywords. They start by understanding your business. As you assess the potential partnership, you should expect questions about:

  • Your goals and challenges
  • Your target audience
  • Your industry and competition
  • What’s worked (and what hasn’t)

If an agency leads with tactics before strategy, that’s a red flag. Strong marketing is built on clarity, not guesswork.

They’re Transparent About Their Process

Trustworthy agencies are clear about how they work, what they deliver and what success looks like. This includes defined timelines and milestones, clear deliverables, honest conversations about what’s realistic and regular reporting and check-ins. If something feels confusing or intentionally opaque, it probably is.

They Can Show Real Results

Anyone can say they drive growth. Reputable marketing companies have the data to back it. In your interview, ask for:

  • Case studies or client examples
  • Metrics tied to business outcomes (not vanity metrics)
  • Testimonials that sound specific and genuine
  • Experience in similar industries or challenges

They Don’t Promise Overnight Success

Marketing is a long game. Any company promising instant rankings, viral content or guaranteed leads should be met with skepticism. A reputable agency will set realistic expectations, explain timelines clearly and be upfront about what’s in their control. 

They Communicate Clearly, Consistently and Collaboratively

Strong communication is often the biggest indicator of a reputable marketing company, as your relationship with them needs to be a partnership. Pay attention to how responsive they are early on and whether they follow through on commitments. If communication feels off before you sign, it won’t improve after.

Choosing the Right Partner Matters

A reputable marketing company doesn’t just execute tasks. They think strategically, communicate clearly and act as an extension of your team.

At The Found Gen, we believe great marketing is built on trust, transparency and results that actually move your business forward. If you’re looking for a marketing partner and not just another vendor, we’d love to talk. Get in touch with our team today to schedule a consultation.

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Easy Ways to Market Your Business on a Budget

Spoiler alert: you don’t need a massive marketing budget to make a meaningful impact. In fact, some of the most effective marketing tactics cost little to nothing. Instead, what they require is consistency, creativity and a clear understanding of your audience.

Whether you’re a small business, a startup or a growing brand watching every dollar, here are simple, budget-friendly ways to market your business without sacrificing quality or results.

First, Start with Your Existing Audience

As you look for ways to make your marketing dollars go farther, start with the people who already like you. Your current customers, followers and email subscribers are some of your most valuable marketing assets because they already know you and they’re already paying attention. Put them to work! Rally the troops and activate their efforts by:

Leverage Social Media Strategically

You don’t need to be everywhere all the time. You just need to show up consistently where your audience already is. To that end, focus on one or two core platforms and consistently post educational content that answers common questions. You can also repurpose blog content to make your efforts work double-time. None of this is expensive, and even simple posts can build brand awareness and trust over time.

Invest in Content That Works Long-Term

Content marketing is one of the best ROI plays for businesses on a budget because it keeps working long after it’s published. One well-written blog post can drive traffic and leads for months or even years. High-impact, low-cost content includes:

  • Blog posts optimized for SEO
  • Email newsletters that nurture leads
  • Short-form videos filmed on your phone
  • FAQs or resource pages on your website

Optimize What You Already Have

Before spending money on ads or new tools, make sure your existing marketing assets are doing their job. Quick wins include updating your website messaging for clarity, strengthening calls to action, improving technical SEO and undertaking other performance efforts like boosting page load speed, and refreshing visuals without a full rebrand. Small optimizations often deliver big results.

Make Email Marketing Work Harder

Email marketing remains one of the most affordable and effective channels available. They are a powerful way to communicate directly with your audience and build long-term growth. And because subscribers opt in, newsletters allow you to connect with the right people at the right time, expand your reach through referrals and create consistent opportunities for engagement and leads.

Focusing Your Energy Where It Matters Most

Marketing on a budget means every effort has the potential to make a major impact. This is why it’s imperative to track key data points like web traffic, email open and click rates, and engagement on social media. When things are working, double-down. When something falls flat, no problem. Just pivot and try again.

You Don’t Need More Money. You Just Need a Smarter Strategy

Budget-friendly marketing is about being intentional. With the right mix of consistency, value-driven content and data-driven insight, even modest efforts can drive real growth.

At The Found Gen, we help businesses create marketing strategies that work without wasted spend or unnecessary complexity. If you’re ready to make the most of your budget and build momentum, reach out to our team today.

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How to Tell if Your Marketing is Working

Marketing is a long game, but it shouldn’t feel like guesswork. Whether you’re posting consistently, sending emails, running ads or refreshing your brand, the big question most businesses ask is the same: “Is any of this actually working?”

Cast away your doubts. Here are several indicators you can track to know whether what you’re doing is moving the needle. 

5 Signs Your Efforts are Paying Off (and What to Do if They’re Not)

  • You’re attracting the right audience, not just more people. 

A boost in traffic or followers is great, but only if the right people are showing up. You can feel confident your marketing is working when:

  • You’re seeing more qualified leads (not just more inquiries)
  • People “get” what you do without needing lengthy explanations
  • New clients feel aligned with your ideal customer profile
  • Your audience is engaging with the content that matters most

If not, revisit your messaging and targeting. A mismatch usually means your content is too broad or your value proposition isn’t clear.

  • You’re seeing consistent, high-quality engagement.

When your marketing resonates, people respond. That includes comments that show real interest, email replies or increased click-throughs, longer time spent on your website, or people saving and sharing your content. 

Engagement signals trust, connection and relevance, and it’s a leading indicator of conversions down the line. Spend some time regularly reviewing your analytics. If you need help with that, reach out to us.

If your content is not having the impact you’re expecting, it may be too salesy, too generic or too inconsistent. The main mantra of good content is give, give and give some more. Educate, answer questions, surprise and delight with no expectation of getting anything in return. When you do this, your marketing is much more likely to convert.

  • Leads and sales are increasing steadily (not sporadically).

Conversions (not just clicks) are the ultimate measure of effective marketing. Are you getting more inquiries or booked calls, are your sales increasing either due to new customers or repeat purchases, are you getting more referrals? If any of these things are happening and happening consistently, you can attribute that to marketing efforts. 

If things feel hodge-podge, look at your sales funnel and path to conversion. Traffic without conversions often means unclear calls to action, weak nurturing, or a confusing user experience.

  • Your brand is becoming more recognizable.

Brand recognition doesn’t happen overnight, but you can feel it when it’s taking hold. Here are some signs you’re getting a boost in brand recognition:

  • New clients saying, “I’ve been following you for a while”
  • More people tagging you or mentioning your business
  • Increased word-of-mouth referrals
  • Higher trust from prospects earlier in the process

This brand lift often shows up before major revenue shifts, and it can be one of the strongest indicators of long-term success. When brands aren’t working for a business, it’s usually because of inconsistency in things like colors, voice, visuals and tone, or because their story isn’t clear and memorable.

  • You can track what’s working and replicate it.

Ultimately, data will be the tell-all if your marketing is working. Data helps you answer questions like which content is driving the most conversions, what channels are bringing in the most qualified leads and what pages on your website are driving action?

Clear data leads to better decisions. If you’re not regularly measuring marketing and content performance, now is the time to start. You can begin with simple KPIs like traffic, leads, conversions and engagement. 

But What If Your Marketing Isn’t Working?

If you’re struggling to gain traction with your efforts, take it as a sign, not a setback.

Audit your current strategy, check for gaps in the customer journey and consider simplifying your strategy. More isn’t always better. Double down on what is working and recommit to consistency. You might be surprised by how a small shift can completely change your results.

Need Help Improving Your Marketing Results? Contact Us at The Found Gen

Whether you’re refreshing your brand, reworking your content strategy or trying to better understand your analytics, our team at The Found Gen can help you build a marketing approach that’s strategic, sustainable and effective. Get in touch today to schedule a free consultation.

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How Client Appreciation Should Work into Your Marketing Strategy

Client appreciation is often treated like a holiday decoration. You bring it out once a year, polish it up for show, then pack it away until the next season. But this predictability is nothing short of boring, and frankly, it can even feel disingenuous. 

Instead, surprise and delight your clients by showing genuine appreciation when they least expect it. Because when you weave gratitude into your marketing strategy year-round, it pays off in all the best ways: stronger relationships, higher retention and the kind of brand loyalty money can’t buy, but consistency absolutely can.

Why Client Appreciation Matters All Year Long

Your clients want to feel seen, and not just when invoices are due or the holidays roll around. Consistent appreciation creates trust, demonstrates reliability and signals that you value the relationship beyond just the transaction.

What’s more, year-round appreciation also helps you:

  • Maintain top-of-mind loyalty without relying solely on promotional marketing
  • Increase referrals because happy clients talk
  • Humanize your brand in a landscape full of automation
  • Differentiate your business from competitors who treat appreciation as an afterthought

The math on this is simple: the more your clients feel valued, the more likely they are to stay, engage and recommend you to others.

How to Use Appreciation as a Strategic Advantage

Appreciation isn’t fluff; it’s strategy. Especially in competitive industries, the client experience is one of the most powerful differentiators your brand has. And it doesn’t have to eat into your budget. Many gestures of appreciation are completely free. 

So, what does strategic appreciation look like? Here are a few examples.

  • Integrated into onboarding and offboarding processes – From the moment someone becomes a client, you have an opportunity to make them feel valued. Consider adding a welcome video, a small onboarding gift, or a “Here’s what to expect” guide. On the flip side, offboarding doesn’t mean you have to cut all ties, and you certainly don’t want to burn bridges. No matter how the relationship ends, it’s an opportunity to take the high road and keep the giving going. Include a personalized thank-you message, a recap of wins or a parting resource to help them succeed after the engagement ends. 
  • As automated touchpoints that still feel personal – Automation doesn’t have to mean robotic. A quarterly check-in email that references your last project together, a personalized birthday or business-anniversary note or even an automated reminder that links them to helpful content can go a long way. The key is tailoring the message, so it feels intentional.
  • By featuring testimonials as part of your content strategy – Spotlighting clients is a win-win: it shows appreciation and shines a light on their success. This can be a case study, a quick “client spotlight” on social or a testimonial video. You’re not just showcasing your work, but you’re also celebrating your clients’ creativity, success and growth.
  • By hosting small client-only events – Events don’t need to be grand or expensive to be meaningful, and they don’t necessarily have to be in-person. Hosted experiences deepen connection, create community and make clients feel like they’re part of something bigger.

You Don’t Need a Holiday to Say “Thank You”

Client appreciation isn’t a date on the calendar. It’s an attitude and a philosophy. When you weave gratitude into your everyday marketing approach, you cultivate stronger partnerships and a healthier, more loyal client base. And the beauty of ongoing client appreciation is that it doesn’t necessarily require a formal campaign. In fact, organic moments of gratitude often feel more authentic and more memorable.

So, send a handwritten thank-you note after a successful project, share a useful resource you know they’ll appreciate or just check in just to see how they’re doing. You might just be surprised how a little appreciation can go a long way.