A leading dental software company ran paid media across Google, Meta, LinkedIn, Reddit, Microsoft, and Performance CTV simultaneously. The connected-TV channel didn't just hold its own — it delivered the lowest cost per lead of every channel in the account.

• $58.66 — cost per lead on Performance CTV, the lowest of any channel in the mix
• 6x — more efficient than Google Search & PMax, which averaged $352 per lead
• 83% — lower cost per lead than Google
• 3.03% — click-through rate, the highest of any prospecting channel
• $0.73 — cost per click, 87% below Google and 79% below Meta

When you run every major ad network at once, you find out quickly which channels actually pull their weight. For this dental SaaS brand, Performance CTV emerged as the standout.

In its strongest month, Performance CTV produced leads at $58.66 each, undercutting Meta ($62.57) and coming in roughly six times cheaper than Google Search and Performance Max, which averaged $352 per lead. Against the brand's other prospecting channels the gap was even wider: LinkedIn ran $455 per lead and Reddit $563.

It got there on a fraction of the budget. Performance CTV delivered those leads on just over $2,300 in monthly spend, while Search needed more than $48,000 to generate a comparable lead volume — and CTV didn't trade engagement to do it, posting a 3.03% click-through rate, the highest of any prospecting channel in the account.

The efficiency compounded over time. As the channel scaled and optimized, cost per lead fell from $447 in its launch month to $58: an 87% reduction,making it the most efficient month on record.

The takeaway: Performance CTV is no longer a top-of-funnel "awareness" line item. Head-to-head against six other paid channels, it delivered the cheapest, most engaged leads in the entire mix.