PPL in Advertising: What You Need to Know

James Dooley: Hi, so today I'm joined with Kasra, and today's video is about the meaning of PPL in advertising. Kasra Dash: Yes, so PPL stands for pay-per-lead, and basically that's when a company is paying per lead for the inquiries that they are actually getting. It could be anything ranging from £15 to £150 depending on the actual type of industry you're in. James Dooley: Yeah, I mean PPL in advertising is a great model. It eliminates the need for trying to know how to rank, how to do SEO or search engine optimization, or everything needed for PPC, pay-per-click, Google Ads, or Facebook Ads. Instead of worrying about how many leads you're going to generate or what the budget will be, it eliminates all that. You just say, “We’re happy on a PPL model to pay £25 per lead.” If the lead generator can’t do it at that price, then you find another one who can. Kasra Dash: Like you said, in some industries the PPL could be £70, some £50, and in the legal space it's definitely up towards £150 per lead. That's not even a conversion—just the lead. Carpet cleaning might be £15 to £20 per lead. James Dooley: At FatRank.com, we do a PPL model where you tell us exactly what kinds of inquiries you want, what industry you're in, and what specific areas you want those leads from. Kasra Dash: In terms of comparing PPL to a commission-based model, personally I prefer performance-based. You only pay when results actually come in. With PPL, you run the risk of dummy leads, cold leads, or leads your team missed—yet you've already paid for them. James Dooley: At FatRank.com, we do both models—commission-based and pay-per-lead. There is a criteria for commission-based though—you’ve got to convert quickly. Kasra Dash: For anyone looking for a PPL model, make sure you're not paying for fake leads. Put into your terms of service that if the number doesn’t ring or the email doesn’t work, you get refunded. Some companies charge a flat rate per lead regardless of whether you reached them or not. James Dooley: So that’s the meaning of PPL in business—pay-per-lead. Always protect yourself from fraudulent or non-working leads.