Average CAC for SaaS Businesses, by Industry & Customer Type

Updated November 2022.

One of the key tools SaaS marketers need to judge the success of their organic and paid campaigns is customer acquisition cost (CAC). When you have a benchmark for your industry — ideally one that takes your target audience into account — you have a much better sense of your campaign’s performance. This is calculated through the formula below:

We have built an incredible data set over the last 12 years of performing organic and paid campaigns for SaaS companies. Below you will find a blended CAC for each SaaS industry we have substantive data on, broken down by customer type (B2C, Small B2B, Middle Market B2B, and Enterprise).

Our CACs are blended, meaning they are the average cost of acquiring a customer from both organic and paid sources.* If you would like to see organic and paid CACs broken out individually, you can refer to our average CAC by Industry piece.

*The Paid sources this data derives from are heavy on PPC, but also include retargeting and paid social. The Organic sources this data derives from are heavy on SEO, but also include e-mail marketing & organic social.

Average CAC for SaaS Industries By Customer Type

SaaS Industry Consumer SMB Middle Market  Enterprise 
Aviation & Defense $290 $509 $3,570 $7,990
Automotive $141 $378 $2,655 $6,419
Building Management & IoT $206 $574 $2,109 $7,305
Business Services $228 $585 $4,438 $7,247
Chemical & Pharmaceutical $275 $816 $3,565 $6,018
Construction $165 $610 $4,419 $7,920
Design $274 $658 $1,501 $5,866
eCommerce $64 $274 $1,406 $2,190
Education $264 $806 $2,814 $6,659
Entertainment $178 $473 $2,890 $5,216
Engineering N/A $551 $2,383 $5,906
Financial $202 $1,450 $4,903 $14,772
Healthcare $320 $921 $4,326 $11,021
Hospitality $355 $907 $3,724 $9,448
Industrial N/A $542 $3,614 $7,290
Insurance $519 $1,280 $4,446 $11,228
Legal $161 $299 $2,630 $6,441
Marketing $198 $560 $2,208 $8,548
Oil & Gas $91 $355 $3,401 $7,885
Project Management $227 $891 $2,925 $7,430
Retail $76 $303 $2,980 $9,018
Real Estate $184 $518 $3,004 $8,650
Security $174 $805 $5,287 $10,221
Staffing & HR N/A $410 $1,912 $6,754
Telecommunications $91 $694 $5,266 $10,980
Transportation & Logistics $175 $483 $3,920 $8,005

We hope this data is useful to you. As a lead generation firm with a primary emphasis on B2B SEO, it’s our job to deliver the lowest CACs possible — well below the blended averages you see above. If you’re interested in speaking with us about a campaign, contact us here.

Further Reading

If you’d like to learn more about SaaS customer acquisition, see:

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