Pay per Lead (PPL)

Pay per Lead is a lead generation billing model in which advertisers only pay for qualified contacts who have actively registered or filled in a form. Unlike Pay per Click or Pay per Impression, success is tied to a concrete data record, not to reach or visitor counts. The model is standard for co sponsoring, sweepstakes and newsletter list building.

How quality is ensured

For Pay per Lead to work, the lead criteria must be cleanly defined. Common required fields are name, email, postcode, consent to data processing and usually confirmation via double opt in. Many providers also filter invalid addresses, disposable mailboxes and duplicates automatically before billing the lead.

Prices and payouts

Prices per lead vary strongly by industry, data depth and exclusivity. Simple sweepstakes leads are often in the single digit euro range, while qualified B2B contacts with phone verification easily reach two or three digit values. Exclusive leads cost more than shared leads, since they are passed to only one advertiser.

Pay per Lead in JD Leads and JD Partner

In JD Leads, Pay per Lead is the central billing model for co sponsoring campaigns, where participants of a sweepstake provide consent for several advertisers at once. JD Partner extends this by letting newsletter list owners connect their reach directly with lead campaigns and grow new addresses in a permission compliant way.