How Pricing & Qualification Work
There is no universal price list. Every programme is scoped around your industry, territory, qualification criteria and buying model. Here is how the economics are built.
What affects the price per lead
Industry
Niche industries with higher deal values and fewer providers generally cost more per lead than broad service categories.
Territory
A single city costs differently from a national programme. Regional exclusivity and population density affect availability.
Qualification depth
A basic enquiry form costs less than a phone-screened, criteria-verified, appointment-confirmed lead.
Buying model
Pay per lead, pay per appointment and pay per sale carry different risk profiles and are priced accordingly.
Volume and commitment
Larger volumes and longer commitments may reduce unit cost. Minimum volumes, setup costs and retainer structures vary by programme.
Exclusivity
Exclusive leads — delivered only to you — cost more than shared leads. Confirm the scope and duration in writing.
How qualification criteria are agreed
Before any leads are delivered, you and your provider agree a written definition of what counts as a qualified lead. This typically covers:
- Service or product the prospect needs
- Geography and territory boundaries
- Contact validity and permission to contact
- Budget, timing or decision-stage filters (if applicable)
- For appointments: role, company fit, meeting purpose and attendance rules
Leads that fall outside the agreed criteria enter a documented review process. The reporting window, required evidence and remedy (credit, replacement or exclusion) must be agreed before launch — not assumed.
What a qualified lead looks like — two examples
These are hypothetical, anonymised illustrations — not actual delivered leads or customer data.
Illustrative only · Not an actual delivered lead
Commercial cleaning enquiry
- Requirement
- Recurring office cleaning, 3×/week
- Territory
- Greater London
- Decision-maker
- Facilities manager
- Timing
- Reviewing suppliers within 60 days
- Qualification
- Confirm role, site size, contract timing and permission
Illustrative only · Not an actual delivered lead
B2B appointment — SaaS demo
- Requirement
- HR software evaluation
- Company fit
- 50–500 employees, UK-based
- Role
- Head of HR or People Operations
- Meeting format
- 30-min video call, confirmed attendance
- Qualification
- Confirm role, company size, active evaluation and consent
Model the economics yourself
Use these tools to understand whether pay-per-lead works for your business before you enquire. No signup or email required.
Enterprise & B2B buyer FAQ
How do enterprise programmes differ?
Enterprise programmes typically involve multi-region delivery, custom reporting, procurement terms, SLAs and dedicated account management. Pricing reflects the operational complexity and contracted volume.
Can we pilot before committing to volume?
Many programmes start with a trial period. The terms — volume, duration, pricing and evaluation criteria — are agreed before launch, not assumed.
What reporting do we get?
Reporting scope is agreed per programme. It can include lead delivery logs, qualification evidence, pipeline attribution and periodic reviews. We do not claim real-time dashboard access unless it is part of your agreement.
Who owns the data?
Ownership, permitted use and retention of lead data are defined in the programme contract. Ask about this before launch.
What happens to disputed leads?
A documented review process checks against the agreed qualification criteria. Reporting windows, evidence requirements and remedy (credit, replacement or exclusion) are set out in the agreement.
Do you guarantee a close rate or ROI?
No. Close rates depend on your sales process, follow-up speed and market conditions. We can discuss benchmark ranges during scoping, but guarantees would be dishonest.
Ready to discuss your programme?
Tell us your industry, territory and what your sales team needs. We will scope a programme and come back with qualification criteria and pricing.
Or fill in the form and we will follow up by email.