What is a lead generation agreement?
A lead generation agreement is the contract between a business that generates sales leads — through websites, landing pages and advertising — and a business that buys them. Pay-per-lead relationships break down over three things: what a "good" lead is, how invalid leads are credited, and whether each person really agreed to be contacted. This template puts all three in writing.
It defines a valid lead (a real, reachable adult in the target area who recently asked to be contacted, gave the required consent and is not a recent duplicate), lets you add your own qualifying criteria, and records whether leads are exclusive or shared. It covers real-time or daily delivery with a monthly cap, a price per valid lead, a return window for invalid leads with credit or replacement, consent that meets the marketing and data protection laws the client's contact is subject to, consent records the provider keeps and hands over on request, the client's own compliance when it follows up, data protection, no guarantee of sales, and responsibility for compliance breaches.
- Best for
- Lead generation agencies and affiliates selling leads to service businesses
- Signed by
- The provider and the client business, each with a job title
- Pricing
- A price per valid lead, with a monthly cap and returns credited
- Length
- About 3 pages, initialled on every page
When to Use a lead generation agreement
- Selling exclusive home-improvement, solar or insurance leads to a local business
- Supplying B2B leads or booked enquiries to a sales team
- A marketing agency switching a client from a retainer to pay-per-lead
- Shared leads sold to a small number of buyers, with the consumer told
- Putting an informal lead-buying arrangement into a written contract
What You Fill In
19 blanks, then the name and email of each person who signs: provider, client.
1 The parties
- Provider (your business)*
- Provider address
- Client business*
- Client address
2 The leads
- Start date*
- What the leads are interested in*
- Target area*
- Extra qualifying criteria
- How leads are generated*
- Leads are* exclusive — each lead is sold only to the Client · shared — the Provider may sell the same lead to up to 3 other buyers, and tells the consumer so
3 Delivery and volume
- Delivery* in real time by email · in real time into the Client's CRM · in real time by email and text message · in a daily file sent by secure link
- Maximum leads a month*
4 Price and payment
- Currency*
- Price per valid lead*
- Billing* weekly in arrears · monthly in arrears · from a prepaid balance the Client tops up
- Invoices are due within (days)*
5 Returns
- Business days to return an invalid lead*
6 Other terms
- Notice to end the agreement (days)*
- Governing law*
7 Who signs
- Provider signature and date, job title, initials on every page · Someone authorised to sign for the lead generation business.
- Client signature and date, job title, initials on every page · Someone authorised to sign for the business buying the leads.
What the lead generation agreement Covers
- The service
- What counts as a valid lead
- Delivery and volume
- Price and payment
- Returns
- Consent and marketing compliance
- Data protection
- No guarantee of sales
- Responsibility for compliance breaches
- Term and ending the agreement
- Notices
- General
Using the lead generation agreement, step by step
1 Describe the leads
Say what the leads are interested in and the target area, then add any extra criteria, such as property ownership or budget. Describe how leads are generated and choose exclusive or shared.
2 Set delivery and volume
Choose how leads are delivered — real-time email, straight into the client's CRM, email and text, or a daily file — and the maximum number a month.
3 Set the price and returns
Enter the price per valid lead, billing frequency and payment terms, and how many business days the client has to return an invalid lead.
4 Send it for signature
Add the client's signer and send. Both sides sign online and the signed PDF is filed in Files.
Tips Before You Send It
- Make sure the consent wording on your forms names the client, or describes it clearly, and covers every way it will contact the lead — calls, automated calls, texts and email.
- Keep a consent record for every lead: time stamp, page, the exact wording shown and IP address. The agreement requires you to supply it within 5 business days of a request.
- Marketing and telemarketing rules differ widely between countries and states, and some are strict. Take advice on the rules that apply to your campaigns.
- Agree in advance how you'll discuss a high return rate, so returns don't turn into an argument every month.
Sign It Online In Minutes
- Fill in the blanks. Names, dates and amounts go straight into the agreement — the preview shows exactly where.
- Name who signs. Tick “This is me” for your own part. VergeHR builds the PDF with every signature, date and initials box on the right line, and you can check or move anything before sending.
- Send it. Each signer gets a secure link and signs from any device — no account needed. The signed PDF, with an audit trail and a Certificate of Completion, is filed in Files and emailed to everyone.
Lead generation agreement: frequently asked questions
What is a valid lead?
Under this template, a real adult in the target area who asked to be contacted about the client's offer within 24 hours before delivery, gave working contact details and the required consent, and was not delivered to the client in the previous 90 days — plus any extra criteria you add.
Can the client return a lead that didn't buy?
No. A lead can be returned only if it is not valid — for example a disconnected number, a person who never asked to be contacted, a duplicate or someone outside the target area. Not buying, not answering or changing their mind doesn't make a lead invalid.
Who is responsible for consent to contact leads?
The provider is responsible for collecting consent that meets the applicable marketing and data protection laws and keeping records of it. The client is responsible for how and when it contacts leads, honouring opt-outs and do-not-call registers.
Is a lead generation agreement signed online valid?
In most countries, including the US (ESIGN Act and UETA), the UK, the EU (eIDAS) and Canada, an electronic signature is generally valid for an ordinary commercial contract like this one. VergeHR keeps an audit trail and a Certificate of Completion with the signed PDF as evidence of who signed and when.
Is this template free?
Yes. The template is free to use with the eSignature app in VergeHR. Signers don't need a VergeHR login.