Costs and pricing · 5 min read · Updated August 2026
Pay-per-lead vs retainer vs finder’s fee
The short answer
Pay-per-lead means you pay for every lead whether it converts or not. A retainer is a fixed monthly fee for a lead-generation service. A finder’s fee means you pay only when a lead becomes a paying customer. The finder’s fee carries the least risk for the buyer, because your cost only lands when the revenue does.
The three models
Almost every lead deal is one of these three.
- Pay-per-lead: a set price for each lead delivered. Predictable, but you carry the risk of duds.
- Retainer: a fixed monthly fee for campaigns and leads. Good for volume, but you pay whether results come or not.
- Finder’s fee: no cost to receive the lead, a fee only when it turns into business. The provider is paid on results.
Who each one suits
Pay-per-lead suits businesses that convert reliably and want a clear unit cost. Retainers suit businesses that want volume and their own funnel built over time. Finder’s fee suits anyone who wants to test a channel with almost no downside.
Where the hidden costs are
With pay-per-lead, the hidden cost is duds you paid for but could never reach. With retainers, it is the months where the pipeline is thin but the invoice still lands. Read the terms for who carries that risk.
Why we use free reserve plus a finder’s fee
AceLeads lets you browse and reserve leads for free, then charges a simple finder’s fee only when a lead becomes real business. You are never out of pocket for a lead that goes nowhere, so the risk sits with us, not you.
Ready to put this into practice?
Set your criteria and get matched to verified, ready-to-buy leads. Reserve the ones you want for free, and only pay when one turns into business.
FAQ
Common questions
Is pay-per-lead or finder’s fee cheaper?
Finder’s fee is cheaper on wasted leads, because you pay nothing for the ones that do not convert. Pay-per-lead can work out cheaper per customer if your close rate is very high and consistent.
What is a typical finder’s fee?
It is agreed up front and reflects the value of the work won. Because you only pay it on a real result, it comes out of money you have already earned.