James Dooley and Kasra Dash explain why the question “How much do your leads cost?” is meaningless without context. They show that lead pricing depends on industry, location, qualification steps, exclusivity and acquisition method. They emphasise that cost per lead is irrelevant compared to cost per acquisition and overall ROI. They outline the advantages of commission-based lead generation and stress that businesses must know their KPIs and lifetime value before evaluating lead costs. Their discussion reframes lead generation around profitability, not vanity metrics.