Pay Per Lead (PPL) vs. Cost Per Acquisition (CPA)

A simplified scale shows PPL and CPA in perfect equilibrium, reminding marketers that the healthiest customer-acquisition engines spread conversion risk, and budget, across both models.

Pay Per Lead vs. Cost Per Acquisition

Understanding Pay Per Lead (PPL) and Cost Per Acquisition (CPA) is crucial for optimizing ROI from leads. Both models offer unique advantages, and many businesses employ a combination of PPL and CPA at different stages of the funnel or across channels. Below is a concise comparison of each model, followed by links to two detailed, role‑specific guides:

• “PPL and CPA for Lead Sellers”—deep dive on packaging and distributing leads profitably.

“PPL and CPA for Lead Sellers”—deep dive on packaging and distributing leads profitably.

• “PPL and CPA for Lead Buyers”—detailed tactics for choosing and optimizing based on your sales operations.

“PPL and CPA for Lead Buyers”—detailed tactics for choosing and optimizing based on your sales operations.

What Are PPL and CPA?

• Pay Per Lead (PPL): The buyer pays a fixed fee for each qualified prospect (e.g., a form submission or call). The seller generates leads; the buyer's team handles follow-up and conversion.

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