Performance campaigns pay for results, but "results" mean different things depending on the model. Choosing the right one for your traffic is the fastest way to earn more per hour of work.
Live transfers (CPA or CPL)
Best for: call centers with trained agents and consented data.
Your agent qualifies the consumer and warm-transfers them to the buyer. CPA transfers pay a higher amount when the buyer accepts the transfer; CPL transfers pay a smaller amount for each qualified transfer. Transfers reward floors that qualify carefully — a sloppy transfer earns nothing.
Pay per call
Best for: media buyers running search, social, display, native, TV or radio.
Consumers call a tracking number from your ads. If the call passes the buffer, you earn. Payouts can be fixed, set by real-time bidding (RTB), or a revenue share. Because the caller dials in, intent is high and buyers pay well — but your ads must be accurate and compliant.
CPL (cost per lead)
Best for: lead generators with forms and landing pages.
You are paid per qualified lead, usually with a consent certificate such as TrustedForm or Jornaya. Payouts are lower per unit, but more of your volume is billable. Ping post adds an auction so strong leads earn more.
CPA (cost per acquisition)
Best for: teams confident in their quality, and B2B outreach.
You are paid when something valuable happens — a signed retainer, a held appointment, a closed deal. CPA carries the most risk and the highest payouts. B2B campaigns often pay a fixed amount per deal or a share of monthly recurring revenue.
How to choose
- Have agents and consented data? Start with live transfers.
- Buy media and can generate calls? Look at pay per call.
- Run forms? Use CPL or ping post.
- Talk to businesses? Try B2B sales campaigns.
Many BFOUNT publishers run more than one model — a call center might send transfers on final expense and run pay per call on Medicare during AEP. You can apply to any campaign that fits your traffic once you are approved.