How to Vet a Lead Vendor

Ask directly whether volume comes from the vendor's own owned-and-operated properties, from vetted publisher partners, or from an aggregator reselling volume they don't control. Vendors who can clearly explain their sourcing — and are willing to put it in writing — are generally a safer bet than ones who are vague about where consumer demand originates.

Confirm how and where consent is captured at the point of submission, and whether that documentation is retained and available if you ever need to reference it. Ask about their approach to TCPA compliance, do-not-call suppression, and any vertical-specific consent requirements relevant to your industry. A vendor who can't clearly answer these questions is a real compliance risk to your business, not just theirs.

Get exclusivity (or share count, if shared) defined in writing before launch — see our guide on exclusive vs. shared leads for what to actually ask. Verbal assurances during a sales call aren't the same as terms documented in your agreement.

Invalid contact information, duplicate submissions, and out-of-criteria leads happen with every vendor — what matters is whether there's a clear, documented process for requesting a credit or replacement, and a reasonable window to do so. A vendor with no replacement policy at all is a warning sign.

Be cautious of vendors who won't disclose sourcing, can't describe their consent-capture process, resist putting exclusivity or replacement terms in writing, or pressure you into large volume commitments before you've tested quality at a smaller scale. A legitimate vendor should be comfortable answering all of the above before you spend a dollar.