Ping Post Software for Lead Sellers and PPL Agencies

Ping post software runs real-time lead auctions between your lead sources and buyers. Instead of selling leads to a single buyer at a fixed price, you fire a "ping" to multiple buyers simultaneously, collect their bids, and post the full lead to the highest bidder. Lead Distro AI's ping post engine completes this entire process in under 200 milliseconds. According to the Performance Marketing Association, ping post is the dominant delivery method in legal, insurance, and mortgage lead markets, accounting for over 60% of lead transactions in those verticals.

Start your free trial of Lead Distro AI and run your first ping post auction today.

Key Takeaways

• Ping post auctions complete in under 200 milliseconds from ping to post
• Configurable bid floors ensure you never sell below your minimum price
• Partial lead data in the ping protects consumer privacy before a buyer wins
• Full bid history is logged per lead for transparency and dispute resolution
• Ping post works alongside waterfall routing for 100% fill rate

How Ping Post Works

Ping post is a two-step process:

Step 1: The Ping When a lead arrives, Lead Distro AI sends a ping to all eligible buyers simultaneously. The ping contains partial lead data: typically geographic, demographic, and intent signals — but not personally identifiable information like name, phone, or email. This protects consumer data until a buyer has committed to purchasing.

Step 2: The Post Buyers respond to the ping with a bid (the price they are willing to pay) or a rejection. Lead Distro AI selects the highest bidder above your configured bid floor and posts the full lead to that buyer within 200 milliseconds. The buyer receives name, phone, email, and all other lead fields they need to contact the consumer.

If no buyer bids above the floor, the lead routes to your fallback waterfall, direct post network, or is held for retry.

Core Ping Post Features

Real-Time Auction Engine

Lead Distro AI's ping post engine handles simultaneous bids from unlimited buyers. Responses are collected within a configurable timeout window (typically 2-5 seconds), the winner is selected, and the post fires automatically.

Configurable Bid Floors

Set minimum bid prices per campaign, per vertical, or per lead criteria. A lead from California with a recent injury event may have a higher floor than a lead from a lower-paying state. Bid floors protect your margin on every transaction.

Fallback Distribution

Ping post and waterfall routing work together. If no buyer wins the ping auction, Lead Distro AI automatically falls to your direct post waterfall, ensuring every lead has a home. Learn more about lead routing methods.

Bid History Logging

Every ping, every bid, and every post is logged in full. View the complete auction history for any lead: which buyers were pinged, what each buyer bid, who won, and at what price. This data is essential for buyer disputes and campaign optimization.

Buyer Acceptance Criteria

Buyers can configure the types of leads they want to see in a ping. A buyer who only works in Florida can set a geographic filter so they only receive pings for Florida leads. This reduces ping volume for buyers and improves auction quality for sellers.

Setting Up Ping Post in Lead Distro AI

1. Create a ping post campaign — Set vertical, bid floor, timeout window, and buyer list
2. Add buyers — Configure each buyer's endpoint URL, acceptance criteria, and maximum bid
3. Connect your lead source — Set up your form or API to post leads to your Lead Distro AI campaign endpoint
4. Go live — Ping post auctions run automatically on every incoming lead
5. Monitor bids — Use the bid analytics dashboard to see fill rate, average bid, and revenue per lead

See the full setup flow in the product tour.

Ping Post by Vertical

Legal and Personal Injury

PI leads are among the highest-value leads in any vertical. Law firms bid aggressively for MVA, workers' comp, and mass tort leads. Ping post allows lead sellers to capture the full market price for high-quality PI leads rather than selling at a fixed rate. Learn more about legal lead distribution.

Insurance

Health, auto, and home insurance leads are distributed almost entirely via ping post in the US market. Carriers and agents bid based on state, coverage type, and consumer intent. Lead Distro AI handles the compliance requirements for insurance lead delivery alongside ping post.

Mortgage

Mortgage lead sellers use ping post to auction purchase and refinance leads to loan officers, broker networks, and direct lenders. Bid prices fluctuate with interest rates and market demand, making real-time auctions the only way to capture fair market value.

Ping Post vs. Direct Post

Most high-volume PPL agencies use both. Ping post captures maximum value; direct post fills the remainder. Lead Distro AI supports both delivery methods.

Frequently Asked Questions

What is ping post in lead generation?

Ping post is a two-step lead delivery method. First, a "ping" with partial lead data is sent to multiple buyers to collect bids. Then the full lead is "posted" to the winning bidder. This auction model maximizes price per lead compared to selling at a fixed rate.

How fast is Lead Distro AI's ping post engine?

Lead Distro AI completes the full ping-to-post cycle in under 200 milliseconds. The configurable timeout window for buyer responses is typically 2-5 seconds, after which the auction closes and the winner is selected.

What data is included in the ping?

The ping typically includes geographic data (state, zip), demographic signals, intent indicators, and campaign metadata. It does not include PII (name, phone, email) until a buyer has won the auction and the post fires.

Can I set different bid floors for different lead types?

Yes. Lead Distro AI supports bid floors at the campaign level, the vertical level, and based on lead criteria. You can set a higher floor for in-state leads, leads with verified contact information, or leads from high-intent sources.

What happens if no buyer bids above the floor?

If no buyer bids above your minimum, the lead routes to your fallback configuration, which can be a direct post waterfall, a secondary buyer network, or a hold queue for retry. No lead is lost — it always has a next step.

The Bottom Line

Ping post software is the revenue maximizer for lead sellers. Instead of accepting a fixed price, you let the market set the price in real time. Lead Distro AI's ping post engine is built for speed, scale, and full transparency on every bid.