In order to be successful, your local service business must pay-per-lead a fee for each lead (ideal customers) they acquire. The PPC marketing fee is a percentage of the lead amount, and it is charged against their budget to ensure that they are able to cover the cost of lead acquisition.  The cost of paying-per-lead campaign can vary depending on the type of lead and the manner in which they are acquired. For example, a business with a $10 million budget may need to pay out of money first in order to cover the cost of lead acquisition. If a lead is acquired through a direct marketing approach, then the business may not need money first protection. In this case, the business may need to pay out of money first up to 85%!  If a local service business only needs $600 in leads, they may need to pay out of money first up to $1,200. If a local service business needs to build a list of customers, they may need to pay out of money first up to $1,500. If a local service business needs to target a specific audience, they may need to pay out of money first up to $2,000.  There is no one definitive answer to this question. Depending on the local service business’s size and mission, they may need different rates for pay-per-lead. However, typically, the cost of paying-per-lead is paid for by the company for effective marketing plan, and it is sent to the individual or organization who may be using the local service business.