A Lead Quality Index that pairs CPL with CTR, CPC, and lead-to-close rate — so a $4 lead that never converts is no longer mistaken for a good lead.
Scored against a 3% CTR ceiling. Captures creative–audience fit.
Inverse-scored: $8 CPL or below maxes the component.
Scored against a 2.5% close-rate ceiling. Punishes cheap, weak leads.
Plug in your CTR, CPC, CPL, and lead-to-close rate to see how your campaign would score against the Walled Garden HQ benchmark.
Each point is one state. Bubble size scales with lead-to-close rate — the top-right corner with the largest bubbles is the quality zone.
| State | LQI | CPL | CTR | Close % | Tier | Region |
|---|
The Lead Quality Index (LQI) is a 0–100 composite that weights CTR at 35% (engagement), CPL efficiency at 30% (a $8 floor inverse-scored), and lead-to-close rate at 35% (downstream conversion). Inputs come from real estate Facebook and Instagram campaigns running on the Walled Garden ad infrastructure over a trailing 12 months ending June 2026.[1]
All campaigns operate under Meta's Special Ad Category for Housing, which restricts targeting and structurally lifts CPMs and CPCs.[6] Third-party benchmarks from WordStream, Hootsuite, Revealbot, and NAR were used to validate CTR, CPC, and lead-to-close ranges.[2,3,4,5] State-level rows are modeled estimates derived from the aggregate platform pool and should be read directionally, not as guaranteed market rates.
Walled Garden's Facebook & Instagram Ads Platform tunes for Lead Quality Index, not raw CPL — so the leads you pay for actually book and close.
See pricing →