PPC vs PPL Advertising: What you Need to Know!

There’s nothing more discouraging as spending tens of thousands of dollars each year without a guarantee of Return on Investment (ROI).

As an advertiser, you are faced with the choice of using either Pay per Lead (PPL) or Pay per Click (PPC) advertising channels for your business.

The good news is that they are not mutually exclusive. You can use both programs simultaneously to run multiple campaigns for your products or services.

The following are what you need to know before you embark on this marketing strategy.



A Pay Per Lead affiliate program is a great choice due to its simplicity. Software companies subscribe to a service in order to purchase leads that have gone through a third party vetting process.

Vendors should assess the following questions about PPL leads:

What Should My Business be Paying Per Lead?




Vendors must consider the amount of money that they are able and willing to spend to acquire a new customer. This is useful to note in order to determine a feasible cost per lead.

PPL organizations will often sell the same type of lead to multiple vendors so chances are you won’t always close the deals using the common lead.

Not all leads are a great fit for your organization as an advertiser. If in the end, the lead proves to be too expensive you can always amend your closing rate or look for another source



Google earned a whopping $40 Billion last year by using pay per click. Their success doesn’t mean that PPC will work for every single online business.

Generally, most campaigns depend on factors such as having an optimized landing page, conversion and tracking tools and a specified target market to achieve success.

Due to the nature of this program of converting clicks into revenue, your company can start earning real cash in just a few minutes of launching.

Therefore, you must have software which can adapt to these high rates and convert the traffic to revenue. Such software must have a call to action and an online form before you even start using PPC.

A great place to start would be to visit Google Analytics or Landerapp for more apt tracking tools. Also, ensure that the keywords you pay for do significantly exceed your target audience to prevent overspending.

Stay Away!!


As we have discussed above, there are numerous reasons you might be drawn to using PPL or PPC programs to improve your marketing. However, there are a few reasons you may want to refrain from using each of them;



Avoid using this program if your program is too rare or niche. This can be extremely difficult for your company to make sales if there is no competition to raise lead costs.

Steer clear of using PPL if your products are extremely expensive or free. Both extremes will have you exceeding your budget.

PPC vs PPL #1: PPC




Avoid using PPC if your target market is large enterprise companies. This is because you will end up paying so much money for leads that are too small to cover the scope of your product or service.

Here you will find that it makes much more financial sense to go with a PPL program to fulfill your marketing needs.



To answer the question of which is better between PPL and PPC, the short answer is it solely depends on what your needs and preferences are as an advertiser.

Both have unique benefits and both of them have their limitations. Choose the one that works best for you or choose them both!