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Pay-Per-Lead Vs. Pay-Per-Click — What's Better for Your Business?

Pay-Per-Lead Vs. Pay-Per-Click — What's Better for Your Business?

March 11, 2022

Living in a digital era requires us to pace with the fast world of internet marketing and digitalization. It has become essential for businesses to catch the eyes of the people in the digital world. With more and more businesses coming to life, companies need to pay much more attention to advertising their business to stand out. 

Why would someone buy something from you when they have no idea you exist? Lead generation marketing informs consumers of your business's existence and can turn them into customers.


The basic concept of paid advertising lead, in a nutshell, is that the buyer pays for the advertisement run on different digital platforms to generate traffic/audience for them. It's often termed as 'paid promotion.' 

There are two most common types of advertising leads that you can select for your business; Pay-per-lead and Pay-per-click. Let's dive deep into both terminologies to determine which one can be the best fit for your business.


Pay-Per-Click

Pay-per-click or PPC is a type of lead where you will have to pay according to the number of clicks made on your advertisement. In PPC, thousands of people might see the placed ad, but you will only pay for the times someone clicks on the ad.

Hence, you pay for the traffic on your website, not for the genuinely interested audience. Sometimes, the user might click the ads without the intention of indulging in a purchase. Likewise, some clicks are accidental, and the user is not even looking for your service or product. However, while doesn't add any customers, it still increases your page or website traffic, so you pay for the ad.

PPC is effective for businesses who are confident that their website or the page will hook the audience once they click on the ad. The working principle is that you put an ad on your platforms like Facebook, Instagram, YouTube, etc., according to your budget and targeted audience. It's a simple and inexpensive paid promotion, but you must manage a full-digital marketing load.

Another approach is to hire one of the competent lead generation companies to discuss and set the budget, placement platforms, and time for the ads to be bid according to the keywords used. They will handle everything for you like, ensuring your website is compliant with the advertising platform, optimizing, writing content for ads and landing pages, following up with leads, and all necessary work.

Pay-Per-Lead


PPL or pay-per-lead is an advertising strategy where lead generation companies charge you (the marketer) for every lead that has been generated due to the ad run by them. It has nothing to do with the number of people who see or click on the ad; it focuses on bringing a legitimate audience to your business interested in your service or product.

Unlike PPC, companies can't achieve  PPL on their own. Lead generation companies provide pay-per-lead service by going through your budget and volume demand. Though it's much more costly than PPC, here you have the surety that spending money will bring genuine leads. However, you must first determine what a "genuine lead" means for your business. For this purpose, you have to go through your business's services and analyze what clients have proven to be most effective for your company. 

Keeping all the necessary requirements to match a "qualified lead" in mind, plan and launch an ad campaign accordingly. The most common conversions events used to accumulate leads are: phone calls, email lists, newsletter or email signup, filling out a survey or form on the website, downloading software, etc.

You will have to make the payment to pay- per-lead marketing company after receiving a lead that meets your criteria. Therefore, despite being an expensive marketing strategy, you will be paying for a specific number of deliverables, resulting in a controlled marketing budget. 


Which One Can Serve Your Business Better?


Pay-per-lead marketing usually saves the day when PPC doesn't show effective results for the marketer. However, PPL is the first choice for B2B businesses. For instance, if you have any of the following or related businesses, then you might have to consider PPL as your first option:

  • Education 
  • Legal Services
  • Financial Organization or Commercial Banking
  • Medical Organizations and Healthcare Facilities
  • Wholesale
  • Shipping companies
  • SaaS or IT companies
  • Consultation companies
  • Professional Services and other related businesses

You may be wondering which business is pay per click is suitable for? Well, PPC can literally be applied to any business, whether B2B or B2C. It's much less expensive than PPL and can boost your website/page if done right. 

However, it's better to opt for pay-per-lead marketing if you have a B2B business because PPC doesn't attract suitable leads for most B2B businesses. Instead of trying your hands on PPC and wasting money, go for a guaranteed result approach.

How To Do It Right

Pay-per-lead or even an efficient pay-per-click ad generation requires a particular skill set. With PPC, you can think about going through the hassle of managing the ad campaign yourself on social media platforms. Still, it's not as effective as the qualified lead generation service agencies provided by marketing and sale agencies.

The Lead Market is a well-known lead generation company rooted in Nagpur, India but branched out across Asia, America, Australia and aims to expand further worldwide. With a team of personnel with decades of experience and multiple B2B businesses under their belt,  TLP excels in providing high-quality lead gen services to all sorts of B2B businesses. 

They believe in providing quality service with integrity, commitment, and transparency. You can visit their website to connect with a lead gen consultant and discuss their service in detail.


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