"No cure, no pay" is one of the most stretched promises in marketing. Usually it means: no guarantee, but an invoice anyway.

Below is what it means with us, including the two spots where the promise has a gap. Those are placed deliberately up front and not in a footnote.

01 / the promise isn't quite rightWhat does "no result, no invoice" actually cover?

Only the fee per lead. Two things you pay regardless.

Anyone who tells you you pay nothing at all when a campaign underperforms isn't telling you they front their own ad budget out of pocket. Nobody does that.

What we carry is the risk on our own hours. You carry the media budget, and that's the biggest line item.

02 / the billWhat does it cost?

Once €750, then per registered lead. All amounts exclude VAT.

Months 1-3 you pay per lead. From month 4 we switch to fixed management (€295 per month) — predictable for you, predictable for us.

We agree on the fee per lead with you in advance. We deliberately don't name a figure here: the price per lead varies enormously by industry, and a number on a webpage is the wrong number for most readers.

Important: that price is only locked in after the first month, based on what we actually measure in your market. We make no promise about the price per lead before there's data. Anyone who does is gambling with your money.

Also: budget at least €500 in ad spend to run a reliable test. Below that you're measuring noise.

03 / what counts as a leadWhat gets invoiced?

A predefined definition, counted in your own system.

A lead is a registration with name, phone number, email address, and two answered qualification questions. Not a click, not an impression, not someone who "showed interest".

Two agreements that come with it, and ones you should want in any contract:

• We invoice on the registrations in your own dashboard, not on what Meta reports. We use Meta's numbers to steer, not to count. The two always diverge, and the vendor shouldn't be the one holding the measuring stick.
• You have seven days to dispute a lead. Clearly unusable, duplicate, or fake: removed. That's a fixed agreement, not a negotiation per invoice.

The reason this is spelled out so precisely: this is the one discussion that always comes up afterwards. Having it up front takes ten minutes. Having it afterwards costs the relationship.

04 / the admission requirementWho doesn't this work for?

Companies that don't follow up on a lead within a day. We don't take those on.

That's not a quality judgment, it's arithmetic. A lead that waits three days is with a competitor or forgotten. Then we've jointly spent ad budget on a list of names. That's wasted money for you, and for us a campaign that fails while it isn't the one failing.

If you don't yet have a system for that follow-up, we set that up first. That's not a sales trick to upsell something — it's the condition under which the rest makes sense.

Without follow-up, every lead is wasted money. Ours too.

And a second limit: we work with a maximum of three clients at a time on this offer, for as long as monitoring it is still manual work. That's not a scarcity trick; it's the honest capacity of two people who personally review every campaign.

05 / the numberWhat have we actually measured?

One outlier, and we include it with a source.

Our best-performing campaign hit a click-through rate of 8.86%: 5,800 registrations for €1,113 in ad spend, so €0.19 per lead.

That's a real number from a real ad account. It's also one campaign, in one market, and not your industry. So it's not an average and not a promise.

What we measure across the board is a spread of €0.19 to €14 per lead. In the coaching market that sits at the top end: €11 to €14.

Put those two side by side and you immediately see why we don't promise a price per lead before there's data. The difference between the best and worst campaign is a factor of seventy.

One more thing you should know: Meta is a US company and your campaign data lives in Meta's ad account. On this offer we therefore can't promise your data stays in Europe — that would be false. What we can promise: the account is in your name, not ours. If you stop working with us, you keep your campaigns, your audiences, and your history.

06 / the termWhat is no cure no pay marketing, actually?

You probably arrived here through that term. So let's be honest about it: we don't do no cure no pay. What we do looks like it and isn't, and that difference is worth reading before you search further.

No cure no pay means in marketing: you only pay if there's a result. It's offered for SEO, for Google Ads, for telemarketing, and for lead generation. We don't deliver any of those four in that form.

The reason we don't is the same one the market itself gives. BlinktUit, which says it has twelve years in B2B lead generation, writes that no cure no pay models "structurally lead to disappointments, disputes, and poor collaboration". Their first argument is a definition issue: who decides what a good lead is? In a model where the vendor only gets paid per lead, that vendor has a financial incentive to deliver as many as possible — and the client is left with the sorting.

There's a second, harder reason. With no cure no pay, the client carries the ad budget and the vendor carries the return risk, while that vendor doesn't control the landing page, the offer, or the follow-up. That's carrying risk over something you can't influence. A party that offers it anyway either prices in that risk, screens hard at the door, or doesn't last.

So no: no no cure no pay. What then? That's below.

07 / the differenceHow our model deviates from that

Three things, and the third is the most important.

• You pay for the setup regardless. €750 once, for the setup, production, and first campaign. That work is done whether or not the campaign hits, so it's on the invoice. Anyone who tells you you pay nothing at all until there's a result leaves this part out.
• Your ad budget goes directly to the platform. Not through us. That means you lose that money if a campaign doesn't work: you carry that risk yourself and we can't take it over. It also means the ad account is in your name — if you stop working with us, you keep the campaigns, the audiences, and the history.
• The fee per lead is a trial period, not a term. This is where our model deviates most, and this is exactly the point that gets left out of a sales pitch. In months 1 through 3 you pay per delivered lead: no leads means no lead invoice. From month 4 that shifts to a fixed management fee of €295 per month, even in a month with few leads.

Why that switch exists: after three months we know what a lead costs in your market, and at that point charging per lead is no longer an incentive but a gamble for both of us. The fixed fee makes it predictable, for you and for us. What we trade away is the nicest line in the sales brochure, and we think that's a good trade.

The full terms, including what counts as a lead and what we invoice on, are on the client acquisition page.

08 / the mathWorked example: what do you pay in the first half year?

The numbers below come from 05 / the number above: one campaign from our own ad accounts, not from a client engagement, and not from the coaching market. Read them as a spread, not a promise.

Take an ad budget of €500 per month, the lower limit at which you can measure anything. What that produces in leads depends entirely on your market. Two scenarios, both from our own measured band of €0.19 to €14 per lead:

Now put the costs next to that. A one-time €750 setup. Months 1 through 3 the ad budget plus the fee per lead, where that lead rate is only locked in after the first month based on what we actually measure. From month 4 the ad budget plus €295 fixed.

And then the calculation nobody puts on a sales page: the difference between the best and worst campaign we've measured is a factor of seventy. Anyone who promises you a price per lead before the first data exists is gambling with your budget.

This text was produced with AI assistance and reviewed and approved for publication by a human.