Welcome to WebmasterWorld Guest from 220.127.116.11
Magazines and Flowers seem to pay like crazy.
Depending on the program, a lead might be a simple email address or might involve submitting address / phone number / zip code information.
Most pay per lead programs will filter out bad leads which cannot be contacted before they approve the lead.
Other programs involve buying a product or service or signing up for a free trial (usually with a credit card).