Pay per Lead (PPL) Campaign Management:

Pay per lead is relatively a new concept and Google is still running a Beta on this. Here we develop a PPL specification and we offer a price. Google places that on the publishers network. The publisher then decides if he or she wants to accept your ad or not. Once the publisher selects your ad and sets up the links on his website. Unlike PPC you do not pay the publisher if someone clicks the link. You pay only when a lead has been submitted.
Your business development or sales team then utilizes the submissions. In this service, you don't pay per click but you only pay for lead information (name, e-mail, phone, etc.)

Typically, you would pay a higher dollar amount for the lead against PPC but in PPL you have a more qualified and screened lead which enables you to have an increased ROI.

By using Pay per lead you can target your message to a specific target audience. Though you would be paying a higher amount per lead submission but your lead is much more targeted and you will have a ROI that is higher in such a campaign. As the internet gets more and more competitive and performance oriented PPL will be the way of advertising for the future.