The 6 steps between an ad impression we already paid for and an exclusive merchant record landing in your CRM in real time, and who pays at each one.
Published by Tishin Wealth Group LLC, Brooklyn, NY. Last updated August 2026.
How does a merchant become a lead you can buy?
A merchant becomes a lead you can buy in 6 steps. PayPerMerchant runs the ads, the merchant applies on our own funnel, he answers the 9 qualification gates, consent is captured at submission, his phone is dialled and answered, and the record lands in 1 buyer's CRM in real time.
Every step before the last one happens on our money. That is the shape of the whole arrangement: the risk of a merchant who never applies, never qualifies or never answers his phone sits on the seller, and the buyer pays $60 at the end of the chain for a record that survived all 6 steps.
The six steps between one ad impression and one merchant record in a funder's CRM, with the party paying at each step.
Step
What happens
Who pays for it
What exists afterwards
1. The ad runs
We run the ads on our own Meta and Instagram ad accounts.
We do
A click already bought and paid for
2. The merchant applies
The merchant lands on our own funnel and starts the application from his phone.
We do
A partial record, and no lead yet
3. The gates are answered
He answers the 9 gates: role, capital requested, time in business, revenue, deposits, FICO, open positions, file and phone.
We do
A file that either clears every gate or does not
4. Consent is captured
Consent to be contacted is captured at the point of submission and documented against that record.
We do
A consent record with a timestamp on it
5. The phone is verified
The number is dialled and answered before the record is released to anyone.
We do
A phone a funder can actually reach
6. The lead is delivered
The record is sent by API into your CRM in real time, to 1 buyer.
You do, at $60, or $0 for the first 10
An exclusive merchant application in your system
Who pays for the advertising that finds the merchant?
We do. We run the ads on our own ad accounts and we buy every click with our own money before you buy the lead. No lists, no aggregators, nobody upstream. Every lead starts as our ad, on our spend, which means $0 of a funder's budget is committed before a qualified merchant exists.
That is the difference between a per-lead price and a retainer. On a retainer the buyer funds the media, so a week of expensive clicks is the buyer's problem. Here the media risk sits with the seller and the buyer sees 1 number, $60, for a record that already cleared 9 gates. The full price is on pricing.
What does the merchant actually fill out?
An application, on his own phone, in his own words. The merchant states his role, how much capital he is asking for, how long the business has traded, annual revenue, average monthly deposits with statements attached, his FICO band, how many advance positions are already open, and whether the file carries defaults, liens or bankruptcies.
Those answers are the gates. Owner rather than employee. $20,000 or more of requested capital. 12 months or more in business. $200,000 or more in annual revenue. $15,000 or more in monthly deposits. 580 or higher FICO. 2 or fewer open positions. A clean file. A record that misses 1 of them is not a record you are invoiced for, and the reason behind each minimum is written out on what is in a lead.
How is the phone verified before the lead is released?
The 9th gate is the phone, and it is the one gate that cannot be self-reported. The number the merchant typed is dialled, and it is answered, before the record is released to a buyer. A number nobody picks up is not a lead, so it does not leave our side of the wall and it never reaches your invoice.
This is the single most expensive step to run and it is the reason the rest of the record is worth anything. A file with perfect figures and a dead number costs a funder the same dial time as a live one and returns nothing. Verifying the phone first moves that cost off the buyer entirely.
What consent is captured, and what proof comes with the lead?
Consent to be contacted is captured at the point of submission and documented per lead. A consent certificate is attached to every lead, so the proof travels with the record rather than living in a spreadsheet somewhere upstream of it.
That matters more in this category than in most. A merchant application bought from a list carries whatever consent the original form captured, if any, and the buyer inherits the exposure without ever seeing the document. Here the record and its consent proof are 1 object, delivered together, in the same delivery.
How does the lead reach my CRM?
Live, by API, while the merchant is still at his desk. The merchant hits submit and the record is in your CRM about 50 milliseconds later. Not a nightly CSV, not a portal to log into, not aged data resold.
That figure is a published term rather than a measured average. It is the delivery commitment we set, in the same class as the $60 price, and it is what the mechanism is built to do: the delivery fires the moment the record clears phone verification, not on a batch, not on a nightly file, and not after a queue. No contact rate, close rate or funded volume is published anywhere on this site, because those are yours rather than ours to set.
How do I know the lead was sold only to me?
1 merchant, 1 buyer, 1 time. The record is not shared with a second funder, not sold again later at any age, and not resold at any price. Exclusive and new. One buyer, never shared, never resold, never aged.
The check on that claim is the delivery log in your account. Every delivery is stamped and shows the single buyer it went to, which makes exclusivity a line in a log you can audit rather than a promise on a sales page. The daily view breaks out accepted, duplicate, returned and rejected side by side, so the leads we threw away before they reached you are visible too.
What can I do when a lead is wrong?
Flag it and it costs $0. Bad lead? Don't pay for it. Dead number, wrong business, or a merchant who does not clear 1 of the 9 published gates. One credit per lead you buy. A credit is spent when a real merchant lands in your CRM. If a lead comes through with a fake number or a junk name, mark it. The credit goes back. No time limit, no form, no argument.
What a flagged lead returns, by the reason it was flagged.
Reason a lead is flagged
You pay
What comes back
Limit
Dead or fake phone number
$0
The credit, and a replacement lead
None
Wrong business or a junk name
$0
The credit, and a replacement lead
None
Below a published minimum, for example under 580 FICO or under 12 months in business
$0
The credit, and a replacement lead
None
The merchant did not answer when you called him
$60
Nothing. The gate is that the phone was answered before release, not that it is answered again
Not applicable
You reached him and he did not buy
$60
Nothing. We sell the lead, not the funded deal
Not applicable
The last 2 rows are the honest half of this page. We guarantee the lead, not your closes. Contact rate, close rate and funded volume depend on your criteria, your states, your speed to contact and your sales process, none of which we control. Start with the free 10 and judge us in your own CRM.
The offer
Exclusive MCA leads, delivered live to 1 buyer.
$60 a lead. Flat at every volume. No retainer, no minimum term, no monthly commitment.