Summary
Leadgenia, an affiliate network in finance and insurance, built its business on links and simple CPA deals until they needed a way to grow beyond this model. They tested and proved that lead generation works well for affiliates, advertisers and the network, but the previous platform TUNE could not support proper validation, routing and flexible forms. After detailed research they chose PalDock, which brought links, lead forms, API integrations and ping tree routing into one platform, improved earnings for affiliates, delivered real qualified leads to advertisers and opened a new revenue stream for the network.
From classic affiliate network to lead generation
Leadgenia is a European affiliate network focused on finance and insurance. They work with both their own projects and a wide network of affiliate partners.
The company started as a classic affiliate network built around lending offers, links and standard performance campaigns. This model worked, but it also came with clear limits. When your only product is clicks and simple CPA deals, there is a natural limit to how much you can earn. On top of that you have a limited competitive advantage for affiliates because your offers are the same as in other networks and affiliates simply send traffic where they get paid the most.
“When you only sell clicks, you are easy to replace. Affiliates went wherever they got a slightly higher payout and we had almost no way to stand out.”
Leadgenia’s Head of Affiliates, Vojtěch Potocký
Why links alone were not enough anymore
As a network built on clicks and classic affiliate links, Leadgenia had three main challenges ahead:
- Add a new revenue stream
- Offer a real competitive advantage for affiliates so they do not choose only by CPA amount
- Build their own product they could control, improve and upsell or cross sell to advertisers
TUNE, the previous platform, was fine for links but weak for lead generation. It could embed simple scripts and track basic events, but:
– It did not support real lead validation flows
– It did not support ping tree or lead routing between multiple buyers
– Embedded forms were hard to customise and maintain
– Anything beyond links felt like a workaround and in practice it really was a workaround
“At some point, we realised we did not need another set of campaigns with a different CPA. We needed our own product that we could shape, control and actually build a strategy around.”
When leadgen made sense for everyone
They quickly proved that the idea works and saw clear interest from both affiliates and advertisers, plus a real new revenue stream for the network.
- Affiliates care about how much they earn per click, not about the CPA amount by itself. An offer with a lower CPA can still make them more money if it converts better. With lead generation the network can finally influence and improve the conversion rate, because the lead generation offer is their own, not just a third party link.
- Advertisers are also ready to pay more for something more valuable than a click, in this case for a lead. On top of that, the network that collects these leads can monetise them further and earn extra margin that does not exist in a pure link business.
All of this convinced them that lead generation should become a core part of their business. The only thing they still needed was a proper tool.
How they found the best value for the money
They did not take shortcuts. Instead they did the hard work and went through the market to analyse every tool they could find. After two months of research they narrowed the list down to five serious candidates. They tested free trials and compared features, pricing and everyday usability. In the end PalDock clearly came out on top.
- Links and lead generation in one place – Affiliates who like links can keep running link campaigns, while the same platform handles forms, API based leads and routing, so everyone uses one system and one set of reports.
- Integration tool for anything – PalDock can connect to any API through a simple integration builder, not only to send leads, but also to send or request data. No developer needed.
- Ping tree for lead routing – They can send every lead through a clear chain of buyers in different models such as (non)exclusive, auction or user choice, with filters, caps and fallback rules to see exactly where each lead ended up and why.
- Form builder they can really control – Leadgenia can build and adjust forms on their own using conditional fields, multi step flows and different variants per campaign without asking developers to change back end logic every time.
- Tracking that goes beyond pixels – They can track both clicks and leads through postbacks or through tracking API, which gives them more control, better data and fewer situations where they have to guess what happened.
- Product feeds for comparison projects – For affiliates or their own sites and comparison projects they can use product feeds so offers stay up to date automatically without outdated information and without constantly reminding partners to update content.
“We were not looking for a new link tracker. We were looking for a platform that understands both affiliates and lead buyers and can handle the whole flow from click to sold lead.”
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Feedback from affiliates and advertisers
Affiliates welcomed the change. Instead of one more click offer in a long list, they received new campaigns for the same audience that brought better earnings per click. On top of that, they could place the forms directly on their own sites, so they were no longer just sending traffic away. For many partners, this opened a new way to earn, not only through links but also through leads.
Advertisers noticed the difference as well. Instead of paying for random visitors, they started getting real leads with all the important data in place. That immediately improved their approval rates and made their marketing spend more predictable and, as a result, increased payouts too. Having direct access to the platform helped them match numbers at the end of the month and spot any unusual trends much faster.
For Leadgenia, this removed a lot of manual coordination between both sides. Less explaining and checking, more time to build new campaigns, onboard partners and grow the whole business.
Key Results & Benefits
Since moving to PalDock, Leadgenia:
- New revenue stream from lead generation on top of the original affiliate link business
- Own product they can control, improve and cross sell or upsell to advertisers
- One platform for links, forms, API leads and routing instead of workarounds and spreadsheets
- Smarter lead routing with ping tree, filters and caps which increases total revenue per lead and extra margin
- Less manual coordination between affiliates and advertisers so more time to build campaigns and grow the network
For any network that wants to go beyond simple links and add serious lead generation on top, Leadgenia shows that the right platform can become real leverage for growth.
“PalDock let us keep what already worked in our affiliate business and add serious lead generation on top. We did not have to choose between links and leads. We finally got both in one place.”
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