Distinguish the unit price from campaign cost
A quoted price per enquiry describes one part of the commercial agreement. Campaign setup, media spend, software and follow-up may have separate treatment. Ask what is included rather than assuming that every cost is covered by a single rate.
Calculate the planning total
Multiply the agreed quantity by the applicable category rate. At the standard forex rate shown here, 600 × $0.50 is $300; 2,000 × $0.50 is $1,000; 5,000 × $0.50 is $2,500. Categories requiring a quote should not inherit that rate.
Compare accepted enquiries
Illustrative example: a $1,000 fee covering 2,000 delivered enquiries has a $0.50 delivered-enquiry cost. If an internal review accepts 1,600 under an agreed definition, the same fee divided by accepted enquiries is $0.625. This is arithmetic for comparison, not a Reach performance result.
Keep sales conversion separate
Cost per lead and cost per customer use different denominators. Use your own observed outcomes to calculate customer acquisition cost. Do not estimate a guaranteed return from a supplier’s lead price or from another business’s conversion rate.
Put the complete quote together
Record category, country, quantity, rate, total, currency, included work and any separately agreed charges. Add acceptance, delivery and dispute terms. A useful quote makes the commercial scope clear enough for both sides to approve.
Turn the checklist into a brief
Use the campaign builder to choose the category, market, quantity and fields. Add the relevant delivery or qualification requirements from this guide, then review the result before emailing it.