Cost per Lead Marketing, Website Advertising Cost

In sales and marketing, lead is any business or person who may eventually become a client. In other words, it is any potential buyer of a product or service. Businesses get leads through advertising, trade shows, sending direct mails, third parties, and other marketing efforts. A lead might not always be a sales ‘prospect’ because a business would require further examination of the potential new client in order to determine their intent and interest.

Cost Per Lead advertising or CPL is a type of mobile advertising that suggests paying publishers for each instance when a mobile ad impression leads to a click and subsequent lead capturing. The significant difference between CPL and other models is that in this case, advertisers pay not for a product/service sold but for information about a potential customer.

Cost per lead advertising involves lead generation which refers to the process of generating consumer interest for a product or service with the intention of turning that potential interest into a sale. In online marketing, lead generation is most commonly done by collecting a visitor’s contact information via a web form. Lead generation constitutes an important part of the sales funnel for many B2B businesses. Lead generation allows the businesses to nurture and educate prospective customers through email marketing, before finally reaching out to the qualified leads directly via salespeople.

There are broadly 3 ways in which platforms generate leads:

• The first type is where the campaign is run on multiple platforms and the brand is charged only once someone fills up the lead form on the advertiser website. The brand defines parameters for the lead.

• The second type is platforms where there is a lead form that gets filled up on the platform itself. 

• Third type is through a lead database- A lead database is an organized collection of consumer buying patterns and histories stored in a computer system. These leads can be retrieved whenever required by the lead generation platform with some guarantee of its authenticity. It helps businesses to better target their specific audiences.

With the cost per lead pricing model, advertisers pay when a user views an ad on the website, clicks on that ad and then takes further action. This ensures that the user becomes a qualified lead for sale, hence reducing the effort on the part of the business regarding the conversion of the lead into a sale. 

Cost per lead pricing model is better because it takes the entire process a step further- since the user has to complete action on the advertiser’s site and only then will the publisher receive payment. 

Advertisers may choose any specific action of their choice: sign up for a newsletter, watch a video, complete a specific survey, download a PDF, become a member, etc. This metric is, however, defined and differs with every individual campaign.

According to The Media Ant, the price per lead is Rs 100 but it generally varies depending on a number of factors like the source of the leads- whether it's from a lead database or via a form filled on a lead generation platform or directly on the businesses website. 

For example- a lead from a lead database would cost less but it might or might not be very high on the reliability scale. At the same time, a lead that comes via filling a form on your website, might be easier to convert due to a higher intent.

Every lead generation platform has its own pricing model which leads to the variation in the cost of the leads.

There are many different platforms that provide cost per lead marketing. The following are some provided by The Media Ant:

• LinkedIn- Lead Gen Forms on LinkedIn are forms that have to be filled out manually by prospects. When LinkedIn members click on your ad, their profile data automatically populates a form they can submit with one click.

• Quora- The user gets a text or image ad in-stream, clicking on which would immediately open a lead capture form that auto-fills the information the user has already shared with Quora. Clicking the call-to-action button will submit this information to the advertiser, revealing a ‘Thank you’ message that will come with instructions on what to expect next like viewing the company website or learning more about the offer.

• TrueCaller- Businesses can advertise on TrueCaller using its advertising platform and display their ads to TrueCaller users. The advertising platform also allows a range of options to select a target audience filtered by geography, network operator, gender, operating system of the mobile devices, type of mobile devices and display time.

• Times Internet-  The digital arm of Times Network, Times Internet’s advertising product portfolio includes SMS, voice calls and push notifications that helps to improve your brand's voice. Times Internet is India’s largest digital products company that drives its primary revenue from advertising. Times Internet is placed among the top advertising platforms in India and focuses mainly on disruptive tech, hence making advertising more meaningful for brands.

• Facebook- There are two main types of lead Generation campaigns on Facebook: Lead Ads and Conversion Ads that optimize for leads. One can create campaigns using a lead generation objective that allows consumers to fill out a form, called an ‘Instant Form,’ with their contact information. Facebook pixel can be used to track lead conversion events on your own website.

• AirTel XStream- Airtel Ads is an India-first advertising solution from Airtel. It provides a zero ad-fraud platform to advertise to Airtel’s customer base, including  millions of highly engaged digital users. Advertisers can use various Ad formats to access Airtel’s popular telco and media offerings –Wynk Music app, XStream app and Set top boxes, SMS, audio, display, Calls and DTH. 

The Media Ant is a recognized ad agency to place your ads digitally on  Cost per Lead Marketing. We help advertisers plan, buy, execute, and monitor their digital campaigns on the  Cost per Lead Marketing. Our in-house performance team ensures that your digital campaigns are monitored and tweaked to ensure the best performance. The parameters we monitor but not limited to are Impressions, views, and clicks. In addition to this, we can also measure campaign engagement for relevant campaigns. As a leading digital ad agency, The Media Ant assures the best advertising rate and flawless execution of your campaigns in Cost per Lead Marketing. Our online monitoring dashboard will help you monitor the campaign from your phone. In case you are looking for an ad agency that can help you place ads in Cost per Lead Marketing, The Media Ant is the right choice. You can contact us over , Phone, or emails. Contact details are mentioned in the Contact Us section of the website. 

You can find the advertising rate for Cost per Lead Marketing in the media options and pricing tab of the page. The section has detailed ad rates for all media options available on the portal. You can also use the advanced pricing filters to check the targeting available while advertising digitally on the Cost per Lead Marketing. To access the advanced pricing section, one needs to save the media option to the bag and access it there. In the same advanced pricing section, you can also check the best-discounted rate for your selected volume. Ad rates for digital ads can be quoted in terms of CPM, CPC, or a fixed price. CPM rate for Cost per Lead Marketing varies with the page position and the ad size. However, Cost per Lead Marketing provides one of the lowest CPM in its category.

In cost per lead marketing, Lead Generation campaigns streamline the process for you, with a combination of properties such as Display, Video, SMS and email for promotion.

Other advertising options similar to Cost per Lead Marketing are- 

CPM stands for ‘cost per mille’ meaning cost-per-thousand-impressions and CPC or cost per click.

If you are looking to book your digital campaign in the Cost per Lead Marketing with The Media Ant, you can use either the online or the offline process. I will explain here both the online as well as the offline process of booking the campaign. If an online booking is what you would prefer, go to the media page of  Cost per Lead Marketing. Select the media option of your choice. Add your selected media options to the bag. You can customize your requirement in the bag by specifying the targeting options. Best cost of advertising in the Cost per Lead Marketing is shown for your selection. You can then add this to the dashboard. Once in the dashboard, you can schedule dates, upload artwork, and make the payment and take your campaign live. Once the payment has been made and artwork uploaded, it can take up to 48 hours to take the campaign live. To book the ad offline you can contact us through , email, or phone. You can also fill the planning requirement form and share your requirement. Our client servicing team will reach out to you. Once you confirm your digital campaign, a client servicing or account manager is assigned to you who will remain your point of contact through the period of the campaign. Once the campaign is over, we will provide you with a final report of the execution. Digital reports include impressions, clicks, CTR, and cost.

1. When the campaign is live, you will get a link to the dashboard from where you can track the campaign on a daily basis.

2. After the completion of the campaign,  an Excel Report will be shared with you.