By using the CPL model in online marketing, the goals of the advertising measures are more scalable. Similar to other billing models, such as cost per order (CPO), you only pay for the successful generation of a lead. You invest exclusively in potential new customers. How much advertising is needed to generate a single lead is not your concern with the cost per lead model, but that of your advertising partner. Another advantage of the CPL approach is that it generates new prospects who are potentially more likely to buy than those generated by mere clicks. Moreover, the CPL method is usually better suited for services and products that require more consultation or are more expensive.