How to send/sell leads that I collect?

Hi guys, sorry if this is in the wrong place – mods please feel free to move if so.

I'm a mailer so excuse the lack of knowledge in this area but, let's assume I had a 1st page high ranking site on Google for car insurance.

How would I go about sending/selling the leads?

It seems I have 2 options:

1) Form a relationship with the advertiser and set up an API so that the leads I collect on my site/my form gets sent over to the advertisers database.

2) Set up my own landing page that user…

How to send/sell leads that I collect?