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Pay on fitted vs pay per lead: how to compare

Lead suppliers charge in different ways. Two common models are pay per lead and pay on fitted. Here is how each works and how to compare them without being misled.

Pay per lead

You pay a fixed fee for each enquiry delivered, whether or not the customer ever buys. The supplier takes less risk, and you take more. Quality matters a lot, because you pay for duds, duplicates and people who cannot be reached.

Pay on fitted

You pay only when a job is fitted. The supplier is paid when you are, so the supplier cares about quality and about your sales process. The trade-off is that the fee on a successful job may look larger than a flat per-lead fee.

A simple way to compare

Use your own numbers. Suppose, purely as an example, your team fits 1 in 10 paid-for leads. Under pay per lead you pay for all ten leads to win one job. Under pay on fitted, you pay only on that one fitted job and nothing on the other nine enquiries. These numbers are invented to show the method. Your fit rate and ticket will differ, so work from your own figures.

Questions to ask

• What counts as “fitted”, and who confirms it?
• Is the fee on a fitted job calculated including or excluding VAT and extras?
• Do you pay on cancelled or partly paid jobs?
• Can you see lead sources and customer messages?

CANDAI's model

CANDAI charges nothing per enquiry and is paid only when the job is fitted. Request a quote.

Last updated 2 October 2026. Questions? sales@candai.co.uk.