The last time I tried to get into payday loans all I ended up with was 200 hours of missing time and a few thousand lost in testing. Nothing like paying $8 to $10 a click and averaging $8 a lead.
Conversion rate was pretty decent, around 40% from click to conversion, but I'm pretty sure our ping-tree setup was fucked because we were getting $2 for most of our leads in spite of bidding for top position in search.
We're going to try again here in the next few weeks with a different company. I'm not really very optimistic about it, but since we've already built the fucking thing out we might as well do another test to see who fucks us the softest.