Performance-based appointment setting
Pay Per Appointment Lead Generation
Scope meetings with buyers who fit your ideal customer profile under agreed qualification and attendance rules. Pricing, setup work and commitment depend on your programme.
Choose the handover your team can work
A lead, a meeting and a call are different purchases
Compare the billable event, not just the quoted unit price. None of these models makes a sale certain; your follow-up capacity and agreed acceptance criteria matter.
An enquiry record
Pay per lead
You can contact and qualify enquiries yourself.
Define the required contact fields, stated need, territory, permission to contact and duplicate window. Agree whether acceptance or delivery triggers billing.
Explore pay per leadA sales meeting
Pay per appointment
You need a relevant conversation with a business buyer.
A calendar booking is not attendance. Specify buyer role, company fit, meeting purpose, attendance evidence and how cancellations or reschedules affect billing.
Explore pay per appointmentA connected phone enquiry
Pay per call
Your intake team can answer and assess calls promptly.
Specify service intent, caller location, routing hours and connection evidence. If duration is a filter, agree it explicitly; a long call alone is not qualification.
Explore pay per callBooked, attended and sales-qualified are separate stages
An illustrative meeting record could include account, buyer role, stated need, agenda, scheduled time and attendance outcome. Choose the stage you are buying. Agree how to evidence attendance, whether a replacement meeting can be billed again, and what happens when either party cancels. Do not use a calendar entry as proof of a completed sales conversation.
Invalid records, credits and refunds
Propose exclusions for duplicates, incorrect contact details, out-of-territory enquiries and records without the agreed contact permission. A lost sale does not by itself invalidate a lead. Before launch, agree a dispute window, required evidence, review owner and remedy: replacement, credit or refund only where the signed terms provide for it.
Attribution and contract review
Agree unique record IDs, source and delivery timestamps, CRM matching, the attribution window and treatment of existing accounts or repeat enquiries. Keep billable-event evidence separate from your closed-sale attribution. Qualification, exclusivity, volume, setup costs, cancellation and remedies need business signoff in the campaign contract; this guide is not that contract.
Why choose this model
Built entirely around booked meetings
Define the billable meeting
Choose booked or attended meetings and agree the evidence, setup work and commitment before launch.
Qualify against your ICP
Agree company fit, buyer role, relevant need and territory. Record what was confirmed and what your sales team still needs to discover.
Scope exclusivity
Confirm whether exclusivity applies to the meeting, account or territory, and agree existing-account exclusions.
Specify reporting
Agree the handover fields, source records, attendance outcomes and reporting cadence rather than assuming every report or recording is included.
How it works
From ideal customer profile to confirmed appointment
Define your buyer and meeting
Map company fit, buying roles, geography, meeting purpose and disqualifiers. Approve the qualification and billing definition in writing.
Review sourcing and exclusions
Agree permitted sources, contact approach, existing-account exclusions and suppression handling. Review contact permissions and data handling with your own advisers.
Agree outreach and capacity
Choose the outreach channels, scripts, calendar capacity and handover owner. Set a launch timetable after the scope and preparation work are reviewed.
Record the meeting outcome
Handover qualification notes and agenda, then record attendance, cancellation or reschedule outcomes against the agreed billable event.
Best fit
Who pay per appointment works best for
The model suits any business with a defined ideal customer, a team able to run discovery calls and a deal value that justifies a per-appointment price.
Check if we're a fit- B2B teams with a defined target account profile
- Businesses whose salespeople can run discovery meetings
- Enterprise buyers coordinating account exclusions and multiple regions
- Founder-led teams with time to follow up
Comparison
Pay per appointment vs other lead generation models
Pay per appointment vs pay per lead
A lead gives your team an enquiry to contact. An appointment adds scheduling and an agreed meeting purpose; specify whether attendance is included.
Pay per appointment vs pay per call
A connected enquiry can go straight to intake. An appointment reserves a later conversation. Choose based on when and how your team can respond.
Pay per appointment vs a retainer
A retainer pays for an agreed scope of work. A meeting-based price uses a defined outcome; setup fees, minimum volumes and ongoing work still need contract review.
FAQs
Pay per appointment lead generation questions
Related pay per lead services
Define the meetings your sales team needs
Share your ideal customer, geography, acceptable meeting criteria and sales capacity. We review fit and proposed terms before quoting; this is not instant availability confirmation.