How it works
No fees. No prepaid media. One statement a month.
Exactly how a pay-per-conversion engagement with LeadPlay works, from the first call to the monthly statement, including what is written into the agreement.
The model
Agencies are paid to spend. We are paid to convert.
A retainer grows when your budget grows. Our revenue grows only when your conversions do, because conversions are the only thing we invoice.
Management, setup or retainer fees
Of the media funded by LeadPlay on our partner accounts
Statement a month: verified conversions × agreed price
| Typical agency | LeadPlay | |
|---|---|---|
| Management fee | Monthly retainer or a percentage of ad spend | €0 |
| Media budget | Prepaid by you, in advance | Funded by LeadPlay |
| Setup and onboarding | Usually billed separately | €0 |
| What you pay for | Clicks and impressions, whether or not they convert | Verified conversions only, at a price agreed in writing |
| Minimum term | Often six to twelve months | A four-to-six-week pilot, then month to month |
| Who carries the risk | You | LeadPlay |
How it works
From the first call to funded campaigns in six weeks.
Every step has a deliverable and a date. You see conversions arrive in your own analytics before you are asked to pay for any of them.
- 01 1 call · 30 min
Fit check
We look at your margins, tracking and growth targets and tell you honestly whether a pay-per-conversion model works for your business.
- 02 Week 1
Tracking & commercial terms
We audit conversion tracking end to end, agree the conversion definition and the price per conversion, and sign a one-page agreement.
- 03 Weeks 2–6
Pilot sprint
We fund and launch campaigns across the platforms that fit your audience. You see conversions arrive in your own data before paying a cent.
- 04 Ongoing
Scale
Once unit economics are proven we scale spend across Google, Microsoft, Amazon and DV360 with a monthly conversion report and invoice.
Pricing, in plain numbers
Your invoice is one multiplication.
The price per conversion is agreed before launch, based on your margins and targets. The number of conversions is whatever we deliver and you verify.
- Media funded by LeadPlay through partner invoicing
- Reconciled monthly against your analytics
- No minimum spend, no setup, month to month
| Management fee | €0.00 |
| Media prepaid by you | €0.00 |
| Setup and onboarding | €0.00 |
| Your monthly invoice | €45,600 |
Illustrative. The actual price per conversion is agreed per client and conversion type (sale, lead, install) and fixed in writing before launch.
Verification
How we make sure a conversion is real.
A pay-per-conversion model only works if both sides trust the count. We build the trust into the plumbing, not the sales deck.
- 01
Your data is the source of truth
Conversions are counted in your GA4, your platform pixels, your server-side tags or your order database, never only in ours.
- 02
Monthly reconciliation
Every month we compare platform-reported conversions with your records. Any gap is investigated and resolved before an invoice exists.
- 03
Campaign-level transparency
You see spend, placements, search terms and creative at campaign level. The media is ours to fund, not to hide.
The agreement
One page. Six terms.
Procurement and finance teams usually ask for this before the first call, so here it is. The agreement is short because the model is simple.
Request the template- 01Conversion definition
- Exactly what counts: a completed order, a qualified lead, a retained install. Written down, with the data source that proves it.
- 02Price per conversion
- One fixed amount per conversion type, derived from your margin and target CPA or ROAS. It does not change mid-month.
- 03Attribution window
- How long after a click or view a conversion can be credited to our campaigns, and how cross-platform overlap is handled.
- 04Exclusions
- Brand terms, existing customers and any channel you already run in-house are excluded by default, so our conversions are incremental.
- 05Reporting cadence
- Live campaign reporting, a monthly reconciled statement and a quarterly review of targets.
- 06Term and notice
- A four-to-six-week pilot, then month to month with 30 days’ notice. No minimums, no exit fees.
Who it is for
We take on a handful of brands a year. This is who fits.
Because we fund the media ourselves, we only work where the model can win for both sides. We will say so on the first call if it cannot.
A strong fit if you have
- E-commerce or subscription brands with proven product–market fit
- A clear, measurable conversion (sale, qualified lead, install, signup)
- Known customer value, so a target CPA or ROAS can be agreed
- Room to scale: you can fulfil more orders if we bring them
Probably not a fit
- Pre-launch products with no conversion history
- Restricted categories the platforms will not approve
- Businesses that cannot share conversion data with us
What exactly do we pay for?
A fixed, pre-agreed amount per conversion — for example a sale, a qualified lead or an app install. We define the conversion together in writing before anything launches. You pay nothing for impressions, clicks, management or setup.
Who pays the ad platforms?
We do. Campaigns run on LeadPlay partner accounts with Google, Microsoft and Amazon, which invoice us monthly for the media we buy. You are never asked to prepay budgets or add a payment method.
How do you verify conversions?
Conversions are tracked in your own systems — GA4, your platform pixels, server-side tracking or your order database — and reconciled with ours every month. If your data and ours disagree, we investigate before invoicing.
What if our numbers and yours disagree?
Your data is the source of truth. Every month we reconcile our platform reports against your analytics or order system, and any discrepancy is investigated and resolved before an invoice is issued — never after.
Who owns the ad accounts and the data?
Because LeadPlay funds the media, campaigns run in our partner ad accounts. Your conversion data, analytics and tracking stay entirely yours, and you receive transparent campaign-level reporting throughout. Nothing about your customers is ever shared or resold.
Which platforms do you run?
Google Ads (Search, Shopping, Performance Max, YouTube), Microsoft Ads, Amazon DSP and Google Display & Video 360. We choose the mix per client based on where your buyers actually are.
Is there a minimum commitment?
A pilot normally runs four to six weeks. After that, agreements continue month to month with 30 days’ notice. There are no lock-ins because the model only works if we keep delivering.
Do you work with brands outside the EU?
Yes. Most of our clients are US- and Asia-based global brands. We run campaigns in any market the platforms serve, and we are experienced with multi-currency, multi-language accounts.
What does a typical first month look like?
Week one is tracking and terms. Weeks two to six is a funded pilot where you watch conversions arrive in your own analytics. If the numbers work for both sides, we scale.
Find out if pay-per-conversion fits your brand.
A 30-minute fit check. We look at your margins, tracking and growth targets and tell you honestly whether our model fits.
No fees · No prepaid budgets · No lock-in