What Is A Pay Per Lead Affiliate Program?

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What is a Pay Per Lead Affiliate Program?

What is a Pay Per Lead Affiliate Program?

If you are reading this article you most probably are new to the world of affiliate marketing, welcome!

Whether you are a publisher or an advertiser, after reading this article you will understand what pay per lead Affiliate program (PPL) means and how you can benefit from using it in your digital strategy.

What is an Affiliate Program

An affiliate program (also known as an Associate Program) is a deal between an advertiser and a publisher, where the advertiser pays the publisher for bringing qualified conversions of their products or services.


Pay per lead (PPL) is one of the most lucrative performance-based pricing models. You can also know it as Cost Per Lead (CPL).

Leads are not necessarily sales. A lead is a potential customer for a business or someone that shows interest in your products or services.

Any digital interaction in which the client provides their email address and/or phone number. In exchange, the advertiser offers him something of value like a discount, a special offer, or a free trial.

The leads, for example, can be a complete submitted form, a survey, a free subscription, software download...

What is a Pay Per Lead Affiliate Program?

How does it work?

The easiest way to explain is always by examples. Let’s use a local blogger and a project developer as our subjects for the example:

On the Advertiser’s side

Let’s say you are a broker and you are searching for ways to expand your sustainable building project’s visibility.

On the Publisher’s side

You write about what’s happening in your city. You are interested in sustainability and you are creating a piece on how green projects could be a great solution to improve the quality of life in your city.

Advertiser and Publisher working together

In this case, we have a wonderful match.

Through this blogger, the advertisers can reach people that may not necessarily have been reached with other tactics of their marketing plan.

The advertiser is interested in paying $75 on every lead.
The lead: filled forms to visit the project or a contact form to have more information about the available units (Leads got through the affiliate link of the blogger).

The blogger is very motivated to promote this project and earn those sweet $75 every time one of the readers download the brochure or visits the project.

PPL in Affiliate Marketing means that if you are an advertiser you only pay when you get a qualified lead and the publisher only earns a commission for those qualified leads.

Let’s go deeper

PPL for publishers

PPL is interesting for publishers because of the high affiliate commissions.

Yes, as a publisher you get fewer conversions but you get better paid for each of the customers that are of the advertiser’s interest.

If you are a good affiliate marketer, you know exactly how to get to the right people for the programs you affiliate with. Your effort is focused on the relevancy of the content for your audience.

You handpick this kind of program based on if it brings value to the lives of your customers or not. Otherwise, it's a waste of time and money. But if you choose good matches for your audience, it's a great opportunity to make money.

PPL for Advertisers

PPL is a great marketing opportunity for advertisers. You are paying for a qualified lead and not just for a click or a view. You are paying to have valuable information about a customer that is already interested in your service or your product. This means, no risk on your side.

For your pay-per-lead affiliate program to be interesting for publishers, you will have to pay a good commission rate. But think about the value of every potential client’s information that your affiliate will send straight to you with “no effort”. By no effort we mean, no expensive marketing campaigns. You are paying for someone to do all that for you but only with results.

Benefits of PPL

Higher Quality Traffic: People landing on your website are already interested in your products or services.
Cost-Effective: You pay knowing it will bring you results.
ROI Monitoring: By setting your campaigns with a fixed Lead price, you know exactly how each lead will cost you.
Longevity: If the content your offer is linked to is great, your offer will be shared a lot of times in no time limit.


PPL has a lot of benefits for the advertiser and the publisher. The Advertiser has no risk and the publisher gets great commissions by bringing qualified leads. It's a win-win equation.

The Advertiser is interested in creating a good affiliate program that is interesting for publishers to affiliate with. This way, they will have qualified leads coming from publishers that are doing all the work for them.

If you want to start an Affiliate Program this article might interest you.

When the publishers choose the PPL programs they affiliate to with their audience’s interests in mind, they will make a good customer-product match and in consequence, will earn great commissions.

Do you have any questions about PPL, performance pricing models, or anything concerned with your journey in affiliate marketing? contact us, we will be happy to guide you.

You are ready to give PPL a chance?  apply as a publisher or an advertiser and start a relationship with the best affiliate network.

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