How to run US finance offers, with Jenny Gonzalez of Rocahead

US finance lead generation pays affiliates per lead, not per deposit, and compliance shapes the wording of every promise. Jenny Gonzalez, who worked her way up on the advertiser side of affiliate marketing before founding the Rocahead network, walks the hosts through the vertical, from mortgages and loans to debt relief and insurance.

In this episode

• Gonzalez says finance pays for every lead, with at least 80% of clicks converting; a good lead pays anywhere from $1 to about $300, while a saturated, desperate profile pays under a dollar (13:47, 12:39).

• A lead seen in the last 30 to 45 days is saturated and pays less, but "you always get paid, no matter what" (20:09).

• Email and SMS are her most profitable channels because the same lead keeps paying; a new publisher should buy Facebook or Google traffic to a landing page to collect that data (24:36, 26:11).

• Copy must say "you could potentially qualify"; you can never promise a loan or state anything as definite (32:34, 32:49).

• Her capital sins are not sending sub sources, which can get a whole account blacklisted, and scaling too fast; not placing a postback is another (41:34, 42:12, 42:53).

• Rocahead starts affiliates on monthly payments with a two-week wait, and gives quality, high-volume affiliates 90 to 95% of the money, keeping 5 to 10% (43:41, 52:55, 53:28).

Episode from Where Is My Money, the Peaky Ads podcast, published on YouTube.