Pay for leads, not activity
A fixed price per qualified lead, agreed up front. You only pay for leads that match your brief, so your cost per new customer is something you can actually predict.
Pricing you can stand behind
Most lead generation is sold on a retainer, and the agency gets paid the same whether the leads are good or not. Pay per lead flips that. You agree what a qualified lead is worth to you, and that is what you pay for one, only when we deliver it. It is the fairest way to buy leads, and it keeps us honest, because we only earn when you get something you can sell to.
How pay per lead works
- 01
Agree the brief
We define exactly what a qualified lead is for you: sector, size, region, role and intent.
- 02
Set the price
We agree a fixed price per qualified lead that fits your margins and average order value.
- 03
We deliver leads
You receive leads that match the brief, each checked by a person before it reaches you.
- 04
You only pay for fits
Leads that do not match the agreed brief do not count. You pay for qualified leads, full stop.
What drives the price per lead
There is no single price for a lead, because a lead is worth very different amounts in different businesses. Rather than quote a headline figure that does not fit you, we set the price from what actually moves it:
- How senior and niche the target buyer is
- Your sector and how competitive the market is
- Whether you want exclusive or shared leads
- The region and how large the addressable market is
- Volume: higher committed volume can lower the per-lead price
How we quote
We do not publish a fixed price list, because a lead is worth a different amount in every business. Once we understand your sector, target and volume, we agree a fixed price per qualified lead within the ranges above, so you know your cost per new customer before we start.
Get a tailored quotePay per lead and pricing: your questions
How does pay per lead work?
With pay per lead you agree a fixed price for a qualified lead up front, based on a clear definition of what qualifies. We then generate leads that match that brief, and you pay per lead delivered. Leads that do not match the agreed criteria do not count, so you only pay for genuine opportunities.
How much does a lead cost in the UK?
UK lead prices typically range from around £15 to £150 or more per qualified lead, depending on the sector and how senior the buyer is. Consumer and home-services leads sit lower, while niche B2B and financial leads sit higher. We agree your exact price per qualified lead before we start.
Is pay per lead better than a retainer?
It depends on your goals. Pay per lead ties spend directly to results and is low risk to start, which suits many businesses. A retainer can be more cost-effective at higher volumes or when you want a dedicated team building long-term pipeline. We will recommend whichever fits your economics, and you can mix the two.
How much does lead generation cost in the UK overall?
Lead generation in the UK generally costs from around £1,500 to £10,000 a month on a retainer, or £15 to £150+ per lead on a pay-per-lead basis. Our full guide to lead generation cost in the UK breaks down agency, pay-per-lead and in-house options with the trade-offs.
Want a price for your kind of lead?
Tell us what a good lead looks like for you and we will come back with a clear cost per qualified lead.