The 3 ways you get paid

There are three common ways a lead-gen business gets paid. You can mix them, but as a beginner you should understand each one and know which to start with.

1. Pay-per-lead (PPL)

The buyer pays you a fixed price for each lead you deliver. A solar company might pay $40 per lead; a personal-injury law firm might pay $300+ for a qualified case enquiry.

• Pros: Simple to explain, easy to sell ("you only pay for results"), scales cleanly.
• Cons: You carry the risk — you pay for ads up front and only earn when leads convert into deliveries.
• Best for: Most beginners, once you can reliably produce leads.

2. Monthly retainer

The buyer pays you a flat monthly fee (e.g. $1,500–$5,000/mo) to run their lead generation, regardless of exact volume.

• Pros: Predictable income, paid up front, less risk for you.
• Cons: Harder to sell with no track record; the buyer expects results fast.
• Best for: Once you have a case study or testimonial, or for done-for-you ad management.

3. Revenue share / pay-per-sale

You get a cut of the revenue from deals that come from your leads (e.g. a percentage, or a fixed fee per closed sale).

• Pros: Highest upside; easy "yes" because the buyer only pays when they make money.
• Cons: You depend on the buyer's sales team and honest reporting. Risky if they convert poorly.
• Best for: Buyers you trust, with a proven sales process.

What beginners should start with

Start with pay-per-lead, and charge upfront for your first deliveries whenever possible — especially with smaller companies. It's the easiest model to sell and the easiest to deliver predictably. As you build proof, layer in retainers and revenue share where the economics are better.

Is the money real?

Yes — but be realistic. A single buyer ordering 50 leads a month at $40 is $2,000/mo from one client. Add three or four buyers in the same niche and you have a real business. The leverage comes from reusing the same niche knowledge and the same lead-gen system across multiple buyers.

The fastest path to your first dollar: find one buyer who already buys leads (so you don't have to convince them the model works), agree on a per-lead price, and deliver. You'll learn more from one real buyer than from a month of planning.

Next: a concrete 30-day roadmap so you always know the next step.