CAC varies enormously by channel, industry, and deal size. Here are 2024 benchmarks across the most common B2B acquisition channels.
CAC benchmarks by channel
| Channel | SMB CAC | Mid-Market CAC |
|---|---|---|
| Organic search / SEO | $50–$200 | $200–$800 |
| Content marketing | $50–$300 | $200–$1,000 |
| Google Ads (paid search) | $100–$500 | $500–$2,000 |
| LinkedIn Ads | $200–$800 | $800–$3,000 |
| Cold email / outbound | $50–$300 | $200–$1,500 |
| Partner / referral | $100–$400 | $400–$2,000 |
| Events / webinars | $200–$1,000 | $1,000–$5,000 |
Why these ranges are wide
CAC depends heavily on: (1) your close rate from each channel, (2) the ICP match of leads from that channel, (3) whether you count marketing spend only or include sales team time, and (4) the time period over which you amortise campaigns.
Always calculate CAC per channel with actual data rather than industry benchmarks. Use the CAC by channel calculator to model yours.