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Definition
Cost Per Lead (CPL) is a performance-based pricing model in which an advertiser pays a fixed or auction-determined fee for each qualified consumer inquiry delivered — regardless of whether that lead converts into a sale. Unlike cost-per-click (CPC), CPL charges apply only when a prospect completes a qualifying action such as a form submission with verified contact information. CPL rates vary dramatically by vertical and lead quality: auto insurance leads typically fetch $15–$50; mortgage leads $50–$150; solar leads $40–$120; debt relief leads $30–$100. Exclusive (single-buyer) leads command a 2–5× premium over shared leads.
Also Known As
cost per acquisition (lead)
pay-per-lead
PPL
lead cost
Used in Context
- The insurance carrier set a maximum CPL of $45 for shared auto leads in Florida and $90 for exclusive leads — the ping tree automatically routed leads to maximize publisher revenue within those caps.
- A solar installer calculated that at a $75 CPL with a 12% close rate, they were paying $625 per acquired customer — still profitable against a $12,000 average install contract.
- Publishers choose between CPL programs (paid per form submission) and CPC programs (paid per click) based on their traffic quality and conversion rates.
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