Pay per lead, also known as cost per lead, is a marketing model in which advertisers pay a predetermined amount for each potential customer or lead that is generated through their advertising efforts. This payment structure is commonly used in online advertising, where advertisers only pay for the leads that are delivered to them, rather than for the overall reach or impressions of their ads. Pay per lead is a performance-based model that allows advertisers to track the effectiveness of their campaigns and only pay for tangible results. This model is beneficial for both advertisers and publishers, as it ensures that advertisers are only paying for qualified leads, while publishers are incentivized to deliver high-quality leads to earn more revenue.