If you’re a real estate investor or wholesaler, leads are your lifeline.
But how you generate those leads can be the difference between scaling your deal flow… or wasting thousands on marketing that never converts.
Two of the most popular lead gen models are PPC (Pay-Per-Click) and PPL (Pay-Per-Lead). They sound similar — but they work very differently. And one may be a far better fit for how your business operates.
In this post, we’ll break down both models, compare the pros and cons, and help you decide which one actually delivers more deals, not just traffic.
What Is PPC in Real Estate Lead Generation?
Pay-Per-Click (PPC) means you pay every time someone clicks on your ad — usually through platforms like Google Ads or Facebook.
You’re in full control of the campaign: from keyword targeting and ad creative to landing pages and follow-up systems.
Sounds great, right? But here’s the catch…
Clicks don’t equal leads. And leads don’t equal deals — unless your system is airtight.
PPC can produce great results if:
- You know how to optimize campaigns
- You can test ads consistently
- You have the budget to compete in your market
Otherwise, it can quickly turn into an expensive guessing game.
What Is PPL in Real Estate Lead Generation?
Pay-Per-Lead (PPL) flips the model.
Instead of paying for clicks and hoping they turn into leads, you only pay when you receive a qualified, verified seller lead.
At Leads Up AI, that means:
- Each lead is pre-qualified for key info: motivation, timeline, asking price, property details
- You only pay for real conversations, not unvetted contact info
- There’s no ad budget, no setup fees, and no contracts — just leads ready to talk
If PPC is DIY, PPL is done-for-you lead generation.
Cost Comparison: PPC vs. PPL
With PPC, you’re paying to generate leads. With PPL, you’re paying to receive them.
Risk Comparison: Who Carries the Risk?
With PPC:
- You’re responsible for ad setup, split testing, landing pages, and follow-up
- Bad targeting = wasted spend
- Risk is 100% on you
With PPL:
- The marketing risk is on us
- You only pay for leads that match the criteria you set
- You save time, money, and guesswork
At Leads Up AI, we’ve delivered over 20,000 qualified seller leads, with clients averaging a 5X+ ROI and closing 1 in every 14 leads.
Time & Skill Investment
Unless you’re running a full marketing team, PPC requires more bandwidth than most investors want to handle. PPL is built for operators who want to close, not code.
Conversion & ROI Potential
When PPC is done right, it can produce great ROI — but it takes time and expertise. A typical PPC campaign might close 1 in 30–50 leads, depending on your market and landing page performance.
With Leads Up AI’s PPL model:
- Leads are warmed up and qualified before they hit your inbox
- You close 1 in 14 on average
Our clients regularly see $20K spreads per deal
Who Should Use PPC?
PPC can work well for:
- Larger teams with in-house marketing talent
- Investors who want to own the full lead funnel
- Budgets of $10K+/month for ongoing ad spend + testing
If you’re experienced and willing to manage the complexity, PPC can be a strong channel.
Who Should Use PPL?
PPL is a better fit for:
- Solo investors and small teams doing 2–5 deals/month
- Wholesalers who want to focus on closing, not cold calling
- Investors looking for predictability without upfront risk
It’s especially ideal if:
- You’re tired of chasing unqualified leads
- You’ve wasted time/money on bad PPC campaigns
You want faster ROI and qualified seller conversations on demand
🔑 Final Thoughts: Choose the Model That Matches Your Momentum
PPC is a solid long-term strategy — if you have the time, team, and capital to dial it in.
But for most active wholesalers doing 2–5 deals/month, Pay-Per-Lead (PPL) offers faster, more reliable returns.
At Leads Up AI, we’ve helped 300+ investors generate more deals by delivering verified, motivated seller leads — starting at just $100 per conversation.
Ready to Skip the Clicks and Start Closing?
👉 Book a 15-minute strategy call to see if PPL is right for your market.