How affiliates get paid in US insurance and loan lead gen
CPL, CPA, revenue share and dynamic payouts explained for affiliates running US auto insurance, home insurance, personal loan and mortgage offers.
Affiliates in US lead gen are usually paid per lead (CPL), per action such as a sale or funded loan (CPA), or a share of what the lead sells for (revenue share). On ping-post networks the payout is often dynamic, based on what buyers bid for each lead. Only leads that are accepted and not returned get paid.
If you are new to lead gen in the US, the payout side can look confusing. Different networks use different models, and the same vertical can pay very differently depending on the traffic. Here is how it usually works.
What are the main payout models?
Cost per lead (CPL). You get a set amount for each valid lead. Simple and predictable. Common in auto insurance and home insurance.
Cost per action (CPA). You get paid only when the lead takes a further step: a policy bought, a loan funded, a call that lasts a set time. The payout per conversion is higher, but fewer leads qualify.
Revenue share. You get a percentage of what the network sells the lead for. When a lead sells high, you earn more.
Dynamic payouts. On ping-post networks, where buyers bid on each lead in real time, the payout can follow the winning bid. Good leads earn more than average ones.
What makes one lead worth more than another?
Buyers pay for the likelihood that a lead becomes a customer. In practice that depends on:
- Vertical and product. Mortgage and some loan products usually pay more per lead than auto insurance, but convert less often.
- State and location. Some states are more competitive and draw higher bids.
- Consumer profile. In auto insurance, current insurance status and number of vehicles. In loans, amount and credit profile. In mortgage, purchase or refinance.
- Source quality over time. Buyers bid more on sources whose leads have converted before.
Why do some leads not get paid?
A lead is normally paid only if it is accepted and not returned. The usual reasons for a rejection:
- It failed a fraud or quality check, such as a bot submission or invalid phone number
- It was a duplicate of a lead already sold
- It lacked valid consent
- The buyer returned it within the agreed return window
This is where tracking and transparency matter. If your reporting only shows "rejected", you can't fix anything. If it shows which check failed, you can clean up the source.
How it works on bnkrads
Payout terms on bnkrads are agreed with each affiliate during onboarding, based on the offer and your traffic. Every lead is tracked and screened in Pingtype, our own platform, before it is sold, so you can see what sold, what was blocked and why. We have paid out more than $11 million to affiliates so far.
Running US traffic in loans, auto insurance, home insurance or mortgage? Apply to join the network.
Frequently asked questions
What is CPL in lead generation?
Cost per lead. The affiliate is paid a set amount for each valid lead that is accepted by the network or buyer.
What is the difference between CPL and CPA?
CPL pays for the lead itself. CPA pays only when the lead takes a further action, such as buying a policy or getting a loan funded. CPA pays more per conversion but fewer leads qualify.
What is revenue share in lead gen?
The affiliate receives a percentage of what the network sells the lead for. It is common on ping-post networks where the sale price changes lead by lead.
Why was my lead not paid?
Usually because it failed a quality or fraud check, was a duplicate, or was returned by the buyer. A good network shows you the reason for each rejected lead.
How much has bnkrads paid affiliates?
More than $11 million to date.