One of the kinds of advertisements which is gaining popularity among the online marketers is “Pay Per Lead Advertising (PPL)”. This form of advertisement run on the pay per lead concept, which means that the online businesses pay the affiliates for these advertisement only when the product is sold or booked. Since the company has to pay when a sale is done it makes it more convenient from the marketers point of view, hence PPL is regarded as the appropriate form of advertising amongst them. It is also a kind of online advertising which is a great way to get visitors when the advertiser needs traffic.Companies invest huge amount of money in advertising. However, most of the advertisements do not gain success. The reason for this is that the kind of strategies or programs laid down by the companies were not strong enough to make a profitable investments in the advertising fields. Thus, the need to shift to a more lucrative and faster return advertisement was found. This resulted in the growth of online advertisements and its various forms.PPL is a popular for of advertising, which stands for Pay Per Lead. Leads, here are referred to as little information like email address or demographic information provided by a customer to a website. This little information is later used by the websites to generate customers. Pay Per Lead is also known as CPL(Cost Per Lead).Often lead generation is associated with marketing activity targeted at generating sales opportunities for a company’s sales force. Pay Per Lead Advertising is the finest example and perhaps the most obvious way to generate leads. This lead generation process has turned itself into a global network of advertising agencies. Mainly lead generation is classified into business to business (B2B) lead generation and business to consumer (B2C) lead generation.Companies should have better strategies and plans for it’s advertisement procedures. They should keep track of the product’s advertisements at the affiliate’s websites. It is because there are fraudulent advertisements agencies who are often enticed by the affiliate’s to generate clicks. So, if the companies do not keep track at such fraudulent activities, then they would waste much of their investments in worthless advertisements. Expert affiliates take care of such issues and can help their companies in generating traffic towards their sites. So, companies should always choose the experience affiliates who can give a successful Pay per lead business campaign at a good price. Hence, the company’s need for a Pay Per Lead Advertising technique is quite strong. However, it would be beneficial only if the online companies use it in the right way.