Glossary
Lead generation
Collecting contact details of people interested in a product or service, for the advertiser to sell to: insurance quotes, loan applications, solar, education. Paid per validated lead, judged by what the leads turn into.
Also called: lead gen, leadgen.
A lead-gen funnel is a landing page with a form, sometimes a quiz first. The lead goes to the advertiser or a broker who sells it on to the businesses that want it. Validation is by phone or email; payouts depend on the vertical and the GEO, from a dollar for a survey lead to hundreds for a legal case.
Lead-gen is close to white: mainstream sources, honest creatives, careful compliance in regulated verticals.
Related terms: CPL, Valid lead, Finance offers, Pay per call.