CEO Interview: ValuLeads CPA Network President Paul Campanella

CEO Interview: ValuLeads CPA Network President Paul Campanella


Paul Campanella is the president of ValuLeads, a premier online advertising agency that he founded with the goal of creating more value Cpa agency for both advertisers and publishers than anyone in the business. A native of Connecticut, Paul is a graduate of LaSalle University in Philadelphia, where he majored in business administration with a concentration in management and marketing. As head of ValuLeads, he is applying his experience in affiliate marketing, his vision, and his interpersonal qualities to set new standards of excellence in the industry. His business plan is straightforward: grow his innovative business by helping his customers grow theirs.

  1. How long have you been in affiliate marketing and how did you get involved?

I have been involved with online marketing in some form for the past six years and jumped into affiliate marketing three years ago. I started off small, doing part-time publishing. My interest in the industry grew quickly. I did a lot of research on affiliate marketing and on several promotion types, and when starting out my approach was largely just trial and error. Some time in 2007 I met a small group of entrepreneurs who brought me under their wings and really showed me what affiliate marketing was all about and could become. We started working on projects together and a few months later I was working full-time with them, eventually becoming chief operating officer responsible for day-to-day operations, managing affiliate relationships, and growing the business. In 2009 I went out on my own and ValuLeads was born.

  1. What has been your biggest success to date?

I created ValuLeads because I didn’t like how other companies in the industry did business. I told myself I was going to create something different – something that would be around forever, a legacy. I didn’t want to be one of the guys who skim margins, or scrub leads, or “forget” payments to publishers. I wanted to be honest and credible, and I wanted to build our network’s reputation based on that commitment. I wanted to create the best campaigns out there, and produce the most valuable leads for my advertisers. My biggest success to date would have to be sticking to my guns and not being tempted or persuaded to compromise myself or my business plan. As a result, the people who currently work with our affiliate network consider us to be the best. I’m very proud of this. We could have grown faster and I could be much better off personally now than I am, but these benefits would have come at the expense of someone else and my own reputation. I’m in this for the long run so I can’t and won’t compromise my integrity or cheat my customers. Unfortunately greed, dishonesty and temptations are too prevalent in the industry.

  1. Tell us a little bit about your network and what you do over there?

We are an advertising agency with an exclusive affiliate network. This being the case, we work with many different clients on many different levels. When a new advertising client comes to us with a product we will build them a campaign and get some traffic rolling in. We design landing pages, help optimize the offer, and get it online – through media buys, email marketing, social media marketing or affiliate marketing, just to name a few avenues we use. We have a solid media buying team and email data for any campaign type.

We not only creates campaigns for advertisers and promotes them across all media types, but we also have our own products and have the ability to white label them for high volume publishers. We are always staying one step ahead of the game and, when it comes to affiliate marketing, we believe we can get any campaign out there for our publishers thanks to a great business development team.


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