Pay-Per-Lead Platforms: 2025 Review for Agencies

Find the best platform to route, sell, and manage leads, whether you're working with one buyer or scaling a big operation.

Nov 25, 2025

Looking for the top pay-per-lead platforms this year? This guide looks at GoHighLevel, Zapier, Leadspedia, boberdoo, Phonexa, and Standard Information. Find out which platforms are best for lead distribution, ping-post, dynamic pricing, and routing to multiple buyers.

The pay-per-lead game is getting bigger. More agencies and marketers are switching from flat fees to PPL.

But here's the catch:

  • Most PPL platforms aren't really made for selling leads.
  • They're CRMs or automation tools trying to handle routing.

If you're working with a few buyers, you'll see:

  • Zapier can't handle it.
  • GoHighLevel isn't for distributing to many buyers.
  • Old systems are strong but need tech teams.
  • Staying compliant matters more now than ever.
  • Refunds can hurt if you can't track what happens.

This guide breaks down the actual pay-per-lead platforms and where they fit, from small businesses to big lead sellers.


What Makes a Good Pay-Per-Lead Platform?

Before the reviews, here's what PPL agencies care about:

  • Multi-buyer routing: Sending leads to more than one client.
  • Real-time bidding (ping-post): Dynamic pricing means more money per lead.
  • Buyer filters; rules: Location, type, device, quality checks.
  • Lead scoring; validation: Bad info = unhappy buyers = refunds.
  • Compliance: Following the rules.
  • Logs + reporting: To stop refunds.
  • Easy to work with vendors: Quick setup.
  • Fast setup: Agencies don't have time to waste.

Let's see how each platform does.


Comparison Table

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Mini Reviews - What Each Tool Is Actually Good At

Here's what each tool is good at:

Standard Information

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Best For: Agencies selling leads to many buyers that need ping-post, rules, and performance scoring.

What It Does Well:

  • Full ping-post
  • Dynamic pricing
  • Buyer scoring
  • Mapping
  • Lead scoring
  • Compliance
  • Easy to use
  • Fast setup

Why Agencies Pick It:


It solves the problem of sending leads to many buyers without needing a tech team.

You can add a new buyer fast.

Where It's Not the Best:

  • Not a CRM.
  • Need some routing knowledge.

If you sell leads, this platform fits what you do.

Leadspedia

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Best For: Agencies with tech people who need a routing engine.

Pros:

  • Strong
  • Handles a lot
  • Stable

Cons:

  • Old design
  • Hard to set up
  • Needs tech skills
  • Not fast or simple

If you have a team, Leadspedia can work.

Boberdoo

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Best For: Experienced lead companies with developers who know boberdoo.

Pros:

  • Customizable
  • Strong
  • Good reporting

Cons:

  • Not easy to learn
  • Hard to map
  • Needs help from developers

boberdoo is complex, good if you know how to use it.

Phonexa

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Best For: Agencies selling call leads.

Pros:

  • Good for phone routing
  • IVR builder
  • Call tracking
  • Ping-post for calls

Cons:

  • Not for online lead routing
  • Not for price competition
  • More for calls than data leads

If you work with calls, Phonexa is strong.


GoHighLevel (GHL)

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Best For: Agencies selling leads to one buyer or a few.

Pros:

  • Easy CRM
  • Good for managing leads
  • Simple

Cons:

  • No ping-post
  • No multi-buyer bidding
  • No performance routing
  • Can't grow into a real PPL operation

GHL is a good CRM, but not for pay-per-lead distribution.

Zapier

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Best For: Small businesses with basic routing needs.

Pros:

  • Flexible
  • Easy for beginners
  • Cheap
  • Works with anything

Cons:

  • Not real-time
  • No ping-post
  • No buyer controls
  • No compliance
  • Breaks if it gets too busy

Zapier is okay until you have more than one buyer or need it to be reliable.

Landing Page Tools

Best For: Getting leads, not sending them.

Pros:

  • Easy landing pages
  • A/B testing

Cons:

  • Not for routing
  • No multi-buyer support
  • No ping-post

Good for getting leads, not for a PPL platform.


Recommended Platforms

Here's a quick guide:

  • One buyer: GoHighLevel, Zapier (for now)
  • Small agency, a few buyers: Standard Information, Leadspedia (if you have tech help)
  • Mid-size agency, more buyers: Standard Information, Leadspedia/boberdoo (complex)
  • Large lead sellers: Standard Information, boberdoo, Leadspedia
  • Call leads: Phonexa


What's Next for Pay-Per-Lead

Agencies are moving toward:

  • Real-time bidding
  • Buyer performance scoring
  • AI help
  • Better compliance
  • Working in different areas
  • Lead scoring

Standard Information is set up for this.

Old systems aren't moving as fast.

New platforms are winning.


Final Thoughts

If you sell leads to many buyers, Standard Information is the top platform right now.

If you need it complex and have developers, Leadspedia or boberdoo.

If you sell call leads, Phonexa.

If you sell to one buyer, GoHighLevel.

If you're testing, Zapier.


FAQs

Best software for agencies?
Standard Information is the best for agencies that need multi-buyer routing, ping-post, scoring, and compliance.

Do I need ping-post?
Yes, if you work with multiple buyers or want dynamic pricing. Ping-post can make you more money and reduce refunds.

What's different about GoHighLevel and Standard Information?
GHL is a CRM. Standard Information is for lead routing.

Which platforms have real-time bidding?
Standard Information, Leadspedia, boberdoo, and Phonexa.

Which PPL platform is easiest to set up?
Standard Information. You can add a ping-post buyer quickly.


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