How To Enter The US and UK Leadgen Market: An Overview For Affiliate Marketers New To This Niche

As an affiliate marketer, diversifying into new verticals is essential for long-term growth and stability. One niche that has been generating solid results for affiliates, year in and year out is lead generation, or "leadgen" for short. Leadgen involves generating qualified leads for businesses in various industries and getting paid for each lead delivered. It's a win-win: businesses get a steady stream of potential customers, and affiliates get rewarded for connecting them.

While leadgen campaigns can be run in almost any country, the two most developed markets are the United States and United Kingdom. These geos have a high concentration of lead buyers across multiple verticals and tend to pay the highest prices for quality leads. Breaking into the US and UK leadgen market can seem daunting for affiliates who are used to other geos or verticals, but with the right approach it can be an incredibly lucrative opportunity.

In this in-depth guide, we'll walk you through everything you need to know to start running profitable leadgen campaigns in the US and UK, even if you have no prior experience in this vertical. We'll cover the key components of the leadgen ecosystem, the top verticals to focus on, pricing and payout models, compliance guidelines, media buying strategies, and more. By the end, you'll have a clear roadmap for how to launch and scale lead-generation campaigns that can take your affiliate business to the next level.

Understanding the Leadgen ecosystem

The leadgen ecosystem can be broadly divided into five main markets:

• Insurance
• Home improvement
• Finance
• Legal services
• Home services / On-demand services

Insurance and home improvement tend to have the largest market share in terms of investment capital and diversity of lead buyers. The legal and finance verticals are more heavily regulated, so they can be harder to enter but often reward affiliates with higher payouts and large budgets from advertisers. Home services is a sub-market of home improvement that also overlaps with e-commerce.

Within this ecosystem, there are three main types of leads that affiliates can generate:

• Web Leads: This is the largest segment. Web leads can be exclusive or shared, branded or non-branded, raw or pre-qualified by a call center. To be compliant, web leads need to be generated in real-time, be TCPA compliant, use a trusted lead form, and verify contact data.

• Calls: Inbound calls are easier from a compliance perspective since the consumer is directly initiating contact. There are two main types: direct inbound calls connected via an IVR, and warm transfers where a call center agent connects the consumer to the end buyer. Typical billable call durations range from 90-120 seconds to confirm intent. Calls can be generated from landing pages, click-to-call ads, or by having a call center work raw web leads.

• Remarketing: Aged lead data from the last 30-90 days can be remarketed via SMS and email campaigns or sold as aged leads. Unsold web leads that were initially rejected by buyers can also be remarketed this way. It's an excellent monetization strategy to cross-sell leads across verticals and even markets, since audiences like homeowners are relevant to multiple categories.

The key players in the ecosystem

Here are the key players you'll be interacting with:

1. Lead Buyers

These are the businesses that are looking to acquire new customers and are willing to pay for leads. There are several distinct tiers of buyers:

• Direct advertisers/ merchants/ offer owners: These are typically small to medium-sized businesses (SMBs) that buy leads directly for their own sales teams to convert. Examples include local home services providers, insurance agents, law firms, mortgage brokers, etc. Advertisers tend to have the strictest requirements and lowest volumes, but they sometimes pay the highest prices for exclusive, highly qualified leads.

• Lead aggregators: These are companies that specialize in collecting leads from multiple affiliates/publishers and then distributing them to a wide network of end buyers. They act as a middleman, making it easy for affiliates to access a large pool of buyers without having to manage those relationships directly. Aggregators generally have more lenient quality requirements and can accommodate higher volumes, but they also pay lower prices than direct advertisers.

• Lead resellers: These companies buy leads from aggregators or publishers and then resell them to advertisers at a markup. They tend to have the lowest payouts and quality standards, but they can be a good option for newer affiliates who are just starting out and don't have direct buyer relationships yet.

• Whales: In leadgen lingo, a whale is an advertiser or aggregator that can spend massive budgets – often 6 to 7 figures per month on a single vertical. Whales are the holy grail for leadgen affiliates, since they can rapidly scale winning campaigns. But they also tend to have the strictest compliance requirements and will cut off sources that don't meet their quality thresholds. Landing a whale takes time and a proven track record.

2. Publishers/ Affiliates

On the other side of the equation are the affiliates (also known as publishers) who are responsible for generating the leads. Most leadgen affiliates fall into one of three categories:

• Media buyers: These affiliates specialize in paid advertising and generate leads primarily through channels like Facebook Ads, Google Ads, native ads, etc. Media buying is the fastest way to scale a leadgen campaign, but it also requires more upfront investment and involves more risk.

• Organic publishers: These affiliates focus on generating leads through free traffic sources like SEO, content marketing, social media, email marketing, etc. Organic leadgen tends to be more stable and cost-effective in the long run, but it takes longer to build up volume and can be more difficult to scale quickly.

• E-commerce/ service providers: Some affiliates generate leads as a byproduct of other businesses they run. For example, a company that sells home security systems online might collect leads for home insurance as part of its checkout process. Or a tax preparation service might gather leads for financial products. These affiliates often have very high-intent traffic, but lead volume is usually limited.

The key to success as a leadgen affiliate is building strong relationships with quality buyers and providing them with a steady stream of compliant, converting leads at scale. Let's take a closer look at the structure of a typical leadgen campaign to see how all the pieces fit together.

Anatomy of a leadgen campaign

While the specific components of a leadgen campaign can vary depending on the vertical, traffic source, and lead type, most campaigns follow a similar basic structure:

1. Traffic source: This is where the potential leads are coming from. It could be a paid ad platform like Facebook or Google, an email list, organic search traffic, or even offline channels like TV/radio.
2. Landing page: Traffic is driven to a landing page that is designed to educate the user about the offer and get them to submit their contact information via a lead form. The landing page may include additional qualifying questions to help screen leads (e.g. homeowner status, household income, etc.)
3. Lead capture: When a user submits the form, their data is captured and validated in real-time. The lead may go through additional scrubbing to check for things like duplicate submissions, invalid phone numbers, etc. If the lead meets the campaign's criteria, it is considered "qualified" and ready to be sold.
4. Lead distribution: Qualified leads are instantly routed to one or more buyers, based on pre-defined filters like location, lead age, income level, etc. Buyers either accept or reject the lead in real-time. If a lead is rejected, it can sometimes be re-sold to another buyer at a lower tier.
5. Reporting & optimization: Throughout the campaign, the affiliate tracks key metrics like conversion rates, lead quality, revenue per lead, etc. to identify areas for optimization. This data is used to refine targeting, adjust bids, split-test landing pages, and make other improvements to boost ROI.

One of the unique aspects of leadgen is that you can get paid for a lead as soon as it's generated, without having to wait for the final conversion like you would in a traditional CPA campaign. However, lead buyers will closely monitor the quality of the leads you're sending and will stop buying from you if they don't convert.

Unlike other verticals where you might be able to get away with borderline-compliant practices or aggressive marketing tactics, leadgen is a heavily regulated space where playing by the rules isn't optional if you want to succeed long-term. With great power (and payouts) comes great responsibility.

Now that you have a high-level overview of the leadgen ecosystem, let's zoom in on the US and UK markets specifically to see what makes them unique.

The US and UK Leadgen markets

The United States and United Kingdom are two of the most mature, highly-developed leadgen markets in the world. Due to a combination of large populations, high consumer spending power, and a cultural openness to engaging with businesses online, the US and UK have always been at the forefront of online lead generation.

Some key facts and figures:

• The US is the largest leadgen market globally, estimated to be worth over $10 billion annually and growing.
• The UK is the largest leadgen market in Europe, generating over £1 billion in revenue each year.
• The average cost per lead (CPL) in the US and UK is significantly higher than most other countries, often 3-5X more. While this means affiliates need to pay more to acquire traffic, it also means there's potential for much higher payouts.
• The US and UK have some of the strictest consumer data privacy and protection laws in the world (GDPR, TCPA, CCPA, etc.). Compliance is a must.
• Certain verticals that are popular in the US/UK, like financial services and insurance, have their own set of industry-specific regulations that affiliates need to be aware of.
• Competition in the US/UK markets is fierce, with a smaller number of large affiliates and networks dominating many of the top verticals. Breaking through as a new affiliate can be challenging.

Despite the higher barriers to entry, the US and UK markets also offer major advantages for leadgen affiliates:

• Stability: Businesses are willing to spend large budgets on lead acquisition and have systems in place to buy leads at scale. Affiliates that can deliver quality leads consistently can achieve a level of income stability that's hard to match in other geos.

• Widespread adoption: Consumers in the US and UK are very comfortable submitting their information online to receive quotes, get more info, enter giveaways, etc. Unlike emerging markets where the concept of leadgen offers might be new, there's a large addressable audience that's already familiar with the process. This can make it easier to generate high volumes of leads from multiple sources.

• Variety of verticals: There are dozens of leadgen verticals that are popular in the US/UK, spanning industries like insurance, home services, legal, automotive, education, and many more – even solar panel installation. This creates opportunities for affiliates to specialize in a specific niche or to build a diversified portfolio across multiple categories.

Of course, these advantages are a double-edged sword. The fact that leadgen is so widespread in the US/UK means that buyers have high expectations for the leads they're receiving. Sending junk leads might fly in markets where leadgen is a newer concept, but it will get you blacklisted quickly in the US/UK.

To succeed in such competitive markets, affiliates need to take a highly professional approach that emphasizes compliance, quality, and long-term relationship building.

Let's take a closer look at some of the key aspects of running leadgen campaigns in the US/UK markets.

Top US/UK leadgen verticals

One of the first decisions you'll need to make as a leadgen affiliate is which vertical(s) to focus on. There's no one "best" vertical that's guaranteed to be profitable - it depends on a combination of factors like your traffic sources, budget, risk tolerance, and marketing skills.

That said, here are some of the most popular and lucrative leadgen verticals in the US/UK markets right now:

1. Insurance

• Auto insurance: Consumers are always looking for ways to save money on their car insurance premiums. Auto insurance leads are in high demand from both large national carriers and smaller regional providers. Typical payouts range from $5-25 per lead.

• Home insurance: Homeowners need insurance to protect their property from damage and liability. Home insurance leads tend to be higher intent and can pay $10-50+ per lead.

• Life insurance: As people get older and take on more financial responsibilities, their need for life insurance grows. Life insurance leads can be very valuable ($25-100+ per lead) but often require a phone call to close the sale.

• Health insurance: The US health insurance market is huge and complex, with many consumers looking for help navigating their options. Health insurance leads are heavily regulated but can pay out handsomely ($10-50+ per lead) for affiliates who can generate compliant, high-intent traffic.

2. Home services

• Home remodeling: Homeowners are constantly looking to upgrade and improve their living spaces. Leads for projects like kitchen/bath remodels, flooring, roofing, siding, etc. are always in high demand. Payouts can range from $10-75+ per lead depending on the specific project and location.

• HVAC & plumbing: When critical home systems like heating, cooling, and plumbing malfunction, homeowners need help ASAP. Leads in these categories tend to convert quickly and can pay $25-100+ a pop.

• Security systems: Home security is a growing industry as more homeowners look to protect their families and belongings. Security leads can pay anywhere from $5-50 depending on the lead buyer and specifics of the installation.

3. Legal

• Personal injury: If someone is injured in an accident, they may be entitled to compensation. Personal injury lawyers rely heavily on leadgen to find new clients. Leads can pay $50-100+ for cases involving auto accidents, medical malpractice, product liability, etc.

• Debt/ bankruptcy: When consumers are struggling with unmanageable debt, they often turn to bankruptcy attorneys for help. Bankruptcy leads tend to have high intent but can be difficult to convert. Payouts range from $10-50 per lead.

• Criminal defense: Getting arrested is a stressful experience that often requires professional legal help. Criminal defense leads can be very valuable ($50-150+) but also come with extra compliance considerations.

4. Financial services

• Mortgages: Buying a home is one of the biggest financial decisions most consumers will ever make. Mortgage lenders are always looking for qualified borrowers and are willing to pay handsomely ($25-150+ per lead) for the opportunity to fund those loans.

• Personal loans: Whether it's to consolidate debt, finance a large purchase, or cover an unexpected expense, personal loans are a popular credit solution. Personal loan leads can pay anywhere from $1-50 depending on the borrower's profile and loan amount.

• Credit repair: Millions of consumers have subprime credit that may be preventing them from accessing financing. Credit repair leads help connect these consumers with companies that can help improve their credit scores, for a fee. Payouts are typically in the $10-35 range but can scale quickly.

These are just a few examples of the many leadgen verticals that are popular in the US/UK markets. Others include auto warranty, timeshares, tax debt relief, structured settlements, satellite TV, solar panels, business funding, addiction treatment, online education, senior care, and more.

The key is to choose a vertical that aligns with your strengths as a marketer and that you can generate consistent, compliant leads for. Don't try to be everything to everyone - it's better to go deep on a few core verticals than to spread yourself too thin across a dozen of them.

Once you've identified your target vertical(s), the next step is to determine which types of leads you'll generate and how you'll price them.

Leadgen pricing & payout models

There are two main factors that influence how much money you can make as a leadgen affiliate in the US/UK market:

1. The payout per lead you receive from your buyers
2. The volume of leads you can generate at that payout

Both are important. A sky-high payout isn't much good if you can only generate a trickle of leads that meet the campaign requirements. Conversely, a low payout can still be profitable if you're able to drive massive volume and your costs are low too.

In general, payouts for US/UK leads are significantly higher than other markets. It's not unusual to see payouts of $50, $100, or even $200+ per lead in some verticals (usually the ones that have a high customer lifetime value, like insurance or home services). But competition for these leads is also fierce, and you'll need to be able to deliver quality at scale to tap into those big-money campaigns.

Leadgen payouts in the US/UK market are structured in a few different ways:

• Fixed price

This is the simplest payout model - you receive a fixed amount for each qualified lead, regardless of what happens after the lead is sold. Fixed price campaigns tend to have more stable, predictable payouts but may have lower caps on volume. They're a good fit for affiliates who are just starting out in leadgen or who want to diversify their payout risk. The typical payout range is $30-120 per lead depending on the vertical.

Example: A home security company pays affiliates $50 for each qualified lead (homeowner, credit score above 600, etc.) that's delivered via a realtime ping post.

• Revshare

In a revenue share (revshare) payout model, affiliates receive a percentage of whatever revenue the buyer generates from the leads. Revshare offers can be lucrative since they give affiliates a piece of the back-end action, but they're also riskier since payouts are variable and often have a long attribution window (30-90 days is common).

Example: A mortgage broker pays affiliates 10% of the commission they collect on each funded loan for leads delivered within the last 60 days.

• Hybrid/ Dynamic price

Some leadgen campaigns use a hybrid payout model that combines fixed and revshare payouts. Usually this takes the form of a smaller upfront payout per lead, plus a percentage of closed deals on the back end. Payouts can range widely from $1-$90.

Example: A pest control company pays affiliates $10 per qualified lead, plus a 5% revshare on any leads that convert into a paid service.

• Performance tiers

Another variant of leadgen payouts is a tiered model where affiliates can earn higher payouts by meeting certain quality or conversion benchmarks. This incentivizes affiliates to send better leads and helps buyers scale their acquisition while maintaining their ROI.

Example: An auto insurance carrier pays $3 per lead by default, but bumps the payout to $5 for affiliates who maintain a 10% average close rate.

Ultimately, the best payout model for you will depend on your specific vertical, risk tolerance, cash flow needs, and relationship with the buyer. Many affiliates like to have a mix of payout models in their portfolio to balance risk and reward.

In addition to payout, you'll also need to consider the payment terms of your leadgen campaigns. Unlike traditional e-commerce where transactions are settled in a matter of days, leadgen payments can often take 30-60 days to account for quality checks, return windows, and revshare lookbacks. Make sure you factor this into your cash flow projections.

Now that we've covered the different ways you can get paid for leads, let's talk about how you can go about finding buyers for your US/UK leadgen traffic.

Finding buyers For your US/UK Leads

Leadgen is a relationship business. Finding reliable, high-paying buyers is one of the most important keys to success as a leadgen affiliate in the US/UK market. Here are some of the main ways to go about it:

1. Affiliate networks

Many affiliates who are new to leadgen start by working with CPA networks that have a variety of leadgen offers. Some of the biggest networks in the US/UK market that specialize in leadgen include MaxBounty, Perform[cb], and ROI Collective.

The advantage of working with a network is that they give you instant access to a wide range of buyers and verticals. Most have self-serve platforms that let you browse offers, generate tracking links, and get paid on a consolidated basis. They also typically have dedicated affiliate managers who can help you optimize campaigns and resolve issues.

The downside is that networks will take a cut of your earnings (usually 10-20%) and may not always have the highest payouts or most exclusive offers. Still, they can be a great way to get your feet wet in leadgen and start building initial revenue.

2. Direct partnerships

The next level up from networks is working directly with lead buyers. This could be a specific advertiser in your vertical, a lead aggregator that specializes in that niche, or even a fellow affiliate who's looking to outsource some of their generation.

Going direct gives you more control over your leadgen campaigns and allows you to form deeper relationships with buyers. You may be able to negotiate higher payouts, unlock custom campaign terms, and collaborate on strategic initiatives. Direct partnerships tend to be most viable for affiliates with proven track records who can drive significant lead volume. We wrote about this in detail in this article.

The challenge with direct partnerships is that they take more time and effort to establish. You'll need to do outreach, hop on calls, navigate contracts, and handle billing/tracking/quality control yourself. There's also more risk involved since you're putting more eggs in fewer baskets.

If you're interested in pursuing direct partnerships, a good place to start is by attending leadgen industry conferences and events. These are often great opportunities to meet potential partners face-to-face and start building connections.

Another option is to join online communities and forums where leadgen professionals congregate. Places like the Affiliate World Forum, Afflift, and the Facebook groups for specific verticals can be goldmines for networking And uncovering partnership opportunities.

3. Marketplaces

In recent years, a number of leadgen marketplaces have emerged to help connect buyers and sellers. These platforms aim to simplify the process of finding and transacting with partners, similar to how Airbnb does for vacation rentals or Uber does for transportation.

The advantage of using a marketplace is efficiency. You can quickly get your leads in front of a large pool of potential buyers without having to build those relationships from scratch. Marketplaces also add a layer of trust and protection, since they typically vet participants and help mediate any disputes.

The downside is that you may have less ability to differentiate yourself or command premium pricing. Marketplaces tend to commodify leads to some extent, so you'll need to make sure your quality and volume are strong to stand out.

4. Consultants & brokers

Another way to find buyers for your leads is to work with a consultant or broker who specializes in your vertical. These are typically seasoned professionals who have deep rolodexes of buyer contacts and can help connect you with the right partners based on your traffic and goals.

Consultants and brokers can be especially helpful if you're trying to break into a new vertical or are struggling to find buyers on your own. They can also help you navigate compliance issues, optimize your campaigns, and troubleshoot quality problems.

Of course, these services come at a cost. Consultants and brokers will typically charge a flat fee or take a percentage of your earnings. But for some affiliates, the time and hassle savings can be well worth it.

Whichever approach you choose, remember that building a strong network of lead buyers is an ongoing process. Don't get discouraged if it takes some time to find the right partners - the leadgen industry is built on relationships, and those take time to develop.

As you start to generate leads and earn revenue, you'll also want to reinvest some of those profits into tools and systems that can help you optimize your campaigns and streamline your operations. Things like lead tracking software, fraud detection tools, and CRM systems can all be valuable investments as you scale your leadgen business.

Media buying tips for US/UK leadgen campaigns

Now that you know how to find buyers and structure payouts for your leads, let's talk about how to actually generate those leads through paid media. Media buying is one of the most common ways that affiliates drive leadgen traffic at scale, but it comes with its own set of challenges and best practices.

Here are some key considerations for running paid leadgen campaigns in the US/UK market:

Traffic sources: Some of the top performing traffic sources for leadgen include:

• Facebook lead ads
• Google search and display
• YouTube pre-roll (more recently)
• Native ads
• Organic content marketing
• Email and SMS (to clean opt-in lists)

Optimize your campaigns based on call center hours: Optimizing for call center hours is crucial and can make or break a campaign. Some buyers have 24/7 call centers, while others only operate during business hours. Manage your bids and ad scheduling carefully based on call center availability to avoid wasting spend on after-hours leads.

Target audience: In general, the sweet spot for leadgen is ages 45+ for insurance/financial and 55+ for home services, since this is when people have the means and motivation to make these buying decisions. Precise zip code and credit score targeting can make a big difference in lead quality and pricing as well.

Starting budgets: While payouts are high, leadgen is a more labor-intensive vertical that requires higher budgets and longer testing cycles than something like nutra or e-commerce. You need at least $2-3k to run a proper test. Don't expect overnight results - succeeding in leadgen is a marathon, not a sprint. But if you invest the time to understand the ecosystem, develop great partnerships, and run compliant traffic, leadgen can become an incredibly stable and scalable pillar of your affiliate portfolio.

Compliance considerations for US/UK Leadgen

One of the biggest challenges of running leadgen campaigns in the US/UK market is navigating the complex web of laws and regulations that govern the collection, use, and sale of consumer data.

Failure to comply with these rules can result in hefty fines, legal action, and damage to your reputation as an affiliate. It's crucial to educate yourself on the compliance landscape and take steps to ensure that your campaigns are fully above-board.

Here are some of the key compliance considerations:

1. GDPR

The General Data Protection Regulation (GDPR) is a set of rules that governs the collection and use of personal data from individuals in the European Union (EU), including the UK.

Under GDPR, you must have a legal basis for collecting and processing personal data, such as explicit consent from the individual. You must also provide clear information about how the data will be used, give individuals the right to access and delete their data, and report any data breaches to the relevant authorities.

If you're running leadgen campaigns that target individuals in the UK or EU, you must comply with GDPR regardless of where your business is based. This means you'll need to update your privacy policies, obtain explicit consent from leads, and put processes in place to handle data requests and breaches.

2. TCPA

The Telephone Consumer Protection Act (TCPA) is a US law that regulates telemarketing and the use of automated dialing systems.

Under TCPA, you must obtain prior express written consent before calling or texting a consumer for sales or marketing purposes. You must also provide clear opt-out instructions and honor any requests to be added to a do-not-call list.

If you're generating leads for buyers who will be contacting those leads by phone or SMS, you need to make sure you have the proper consent in place. This means including TCPA-compliant language in your lead forms and disclosures.

3. CCPA

The California Consumer Privacy Act (CCPA) is a state law that gives California residents certain rights over their personal data, including the right to know what data is being collected, the right to delete that data, and the right to opt-out of the sale of their data.

If you're collecting leads from individuals in California (which is likely if you're running US-focused campaigns), you need to comply with CCPA. This means updating your privacy policies to include CCPA-specific disclosures, providing a clear opt-out mechanism, and being prepared to handle data requests from California consumers.

4. Industry-specific regulations

In addition to these general data privacy laws, there are also industry-specific regulations that may apply to your leadgen campaigns depending on your vertical.

For example, if you're generating leads for financial services products like loans or credit cards, you may need to comply with the Truth in Lending Act (TILA), the Fair Credit Reporting Act (FCRA), and other federal and state lending laws.

If you're generating leads for insurance products, you may need to comply with state insurance licensing and marketing rules, as well as the TCPA rules around autodialing.

If you're generating leads for the healthcare industry, you may need to comply with the Health Insurance Portability and Accountability Act (HIPAA), which has strict rules around the handling of personal health information.

The bottom line is that compliance is a complex and ever-evolving area, and it's your responsibility as an affiliate to stay on top of the rules and regulations that apply to your campaigns.

Some best practices for staying compliant with leadgen include:

• Working with reputable lead buyers who have a track record of compliance and can guide you on best practices
• Including clear disclosures and consent language in your lead forms and landing pages
• Being transparent about how leads' data will be used and shared with third parties
• Honoring opt-out and do-not-call requests promptly and consistently
• Keeping detailed records of your compliance efforts and being prepared to provide them if asked
• Consulting with a qualified attorney or compliance specialist to review your campaigns and policies

While compliance can seem like a complicated and burdensome aspect of leadgen, it's an essential part of doing business in the US/UK market. By making compliance a priority from the outset, you can avoid costly mistakes and build a sustainable, long-term business.

Conclusion

Leadgen is a challenging but rewarding vertical for affiliates looking to break into the US/UK market. With high payouts, diverse verticals, and a growing demand for quality leads, there are plenty of opportunities for savvy marketers to build profitable campaigns.

However, success in leadgen requires a combination of skills, strategies, and mindsets. You need to be able to:

• Identify profitable verticals and niches to focus on
• Build relationships with reliable lead buyers and partners
• Create compelling ad creative and landing pages that convert
• Understand the complex compliance landscape and stay up-to-date on regulations
• Continuously test, optimize, and scale your campaigns based on data and feedback

By following the tips and best practices outlined in this guide, and by plugging into the right resources and communities, you can set yourself up for success in the US/UK leadgen market.

To fast-track your entry into the US and UK leadgen market, consider partnering with an affiliate network that specializes in this vertical. They can give you access to an extensive roster of trusted advertisers across multiple verticals and provide guidance on best practices for traffic and compliance.