Topic
Lead generation and pricing guides
How you pay for marketing shapes what you get back. Pay per click and you'll get clicks. Pay per sale and partners will go after buyers. Pay per lead and you'll get form fills, which is only good news if the people behind them are real and actually interested.
Picking a model starts with your own numbers: what a customer is worth, how many leads turn into sales and how long it takes you to check them. It also means agreeing what counts as a valid lead before a campaign goes live, not after the first invoice arrives.
The guides below cover the main pricing models, how to keep lead quality up and where performance marketing fits overall. For paid search run against conversions, see our PPC service. For partner-led lead generation, see affiliate and publisher marketing.
27 September 2026
CPA vs CPL vs CPS vs CPC: How to Choose a Performance Pricing Model
CPA, CPL, CPS, CPC or hybrid? What each pricing model means, who carries the risk, and how to pick the one that fits your margins and sales cycle.
Read article →
30 September 2026
Cost Per Lead Campaigns: How to Get Leads That Actually Convert
Cheap leads are easy. Leads that turn into customers take more work. How to define a valid lead, set a CPL you can afford and keep quality high as you scale.
Read article →
27 September 2026
What Is Performance Marketing? A Practical Guide for Growing Brands
Performance marketing means paying for results, not reach. What it is, the channels it covers, the numbers to watch and how to start without wasting budget.
Read article →