What is dynamic pricing?
Dynamic pricing is a lead buying model where leads are priced on what they are worth to your business, rather than at one negotiated flat rate per source. Prices are set automatically by rules built on attributes like traffic type, geography, time of day, and lead details, so a high-intent lead earns a higher price and a weak one costs less.
The logic is simple. A homeowner in Texas who requested a quote through a search ad on a Tuesday morning will convert at a different rate than a weekend social media lead from a state you barely serve. Dynamic pricing makes the price reflect that difference, for every lead, the moment it arrives.
Flat pricing vs. lead value
Why is flat pricing a problem for lead buyers?
Flat pricing costs you on both sides of the price line: you overpay for every lead worth less than your fixed rate, and you miss every lead worth more, because publishers have no reason to send their best leads to a buyer who pays the same for their worst.
That second half is what stalls growth. A publisher earning $26 per lead whether it comes from search or social has no incentive to spend more generating search leads for you. So buyers respond by capping volume to control risk, and the account plateaus.
The performance gap is measurable.
How does dynamic pricing work?
Dynamic pricing runs on conditional payout rules: ordered if-then statements that pair a price with a condition, evaluated top to bottom for every incoming lead. On PX, you set these at the source and sub-source level, with as many rules as you want from day one.
Stack rules by what drives value.
Traffic type, state or zip, dayparting, agent availability, campaign attributes, and specific sub-sources. Higher rules apply first.
Let AI sharpen the prices.
AI-powered recommendations refine your rules as performance data comes in, so prices track results instead of guesses.
Watch quality volume grow.
When better leads earn a better price, sources invest in generating them, campaigns run uncapped, and volume grows from the partners that already perform. The top 10% of lead buyers already run their campaigns this way.
Conditional payout rules
Frequently asked questions.
What is the difference between dynamic pricing and tiered pricing?
Does dynamic pricing increase your cost per lead?
What attributes can lead prices be based on?
Price every lead on what it delivers.
See how dynamic pricing works inside the PX platform, or talk to our team about your current source mix.
Book a Demo