Pay per lead is worth it for property advisers who can call an enquiry the same day and would rather pay for results than for activity. It is the wrong buy for some firms, and GoatedLeads says so before anyone signs. The model moves the risk of a poor campaign from the advisory to the supplier, and that is only useful if the advisory can do its part.
It suits a firm with an adviser on the phone and gaps in the calendar. You agree one price per lead in writing, the supplier runs the ads and the checks, and you are billed each week for the enquiries that matched your brief. Nothing for the ads, nothing for the duds, no retainer and no minimum term. If the leads are not worth the price, you stop.
It does not suit a firm where nobody can call the same day, because the enquiries will arrive faster than anyone rings them and the value drains away. It does not suit a firm that wants a fixed number of new clients a month, because no honest supplier will promise that. And it does not suit a firm that wants a brand, a website and a campaign it owns at the end; that is a retainer agency's product. Pay per lead sells the enquiry and nothing else, and it is worth it when the enquiry is the thing you are short of.