Q: Our leads were 'valid' but the advertiser said quality was low — how did we raise payout 22%?

Q: Our leads were 'valid' but the advertiser said quality was low — how did we raise payout 22%?

A: A lead can pass every fraud check and still be low-value if the person has no real intent. One insurance-vertical affiliate faced exactly this and turned it around with a single funnel change.

The advertiser's feedback: leads were real people, but contact-and-close rates were poor, so they sat on the lowest payout tier. The affiliate added a two-question qualifier before the form:
— 'Are you currently insured?' and 'When are you looking to switch?'

Users answering 'not looking soon' were sent to a content page instead of the offer. Volume dropped 18%, but the leads that came through were warmer.

Result over six weeks: the advertiser's close rate rose enough that they bumped the affiliate's payout tier by 22%. Fewer leads, more money per lead, better relationship.

Short version: passing fraud checks isn't the same as quality — a short intent qualifier trims volume but can lift your payout tier.

Still stuck? Drop your case in the comments.