Cost Per Lead Definition

Cost per lead definition: cost per lead (CPL) is a form of advertising where brands only pay a platform when they have successfully generated a lead for their business.

Cost per lead is used to generate a list of people a brand can contact; these leads usually fall into one of two categories:

Marketing leads: where a customer is added to a database to receive marketing communications
Sales leads: where a customer is added to a list to be contacted by a member of the sales team

For example:

IBM may use cost per lead:

In their marketing to add business owners to their mailing list.
In sales to find and pitch to business owners who need their services

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