Pay Per Call Marketing is Lead Generation

Maze Puzzle (Blender) One of the best ways that you can increase your volume of leads, much more qualified leads, is to work with a vendor that provides pay per call services for lead generation. This is when a vendor will sell you leads; however, rather than just handing over the information to you so you can follow up with the potential customer, the lead is given to you on the phone, where you can actually speak with a lead that is on the phone, interested in what you have to offer.

In most cases, the lead that you will speak with is much further into the actual sales cycle when you invest in pay per call leads. The person on the phone will want to actually speak with a real person, instead of having to fill out a form on the web in order to receive a white paper or other item. This is really dependent on the product or service that is being offered to get the lead to talk with you. As a note, it is important that you understand the way in which the vendor is promoting the lead so you can ensure that the messaging is completely congruent with your company and it meets your guidelines.

The most common manners in which leads will be transferred to you are through:

  • Click to call, which occurs when a user clicks on a link, likely through their mobile phone, and directly connects to a call center or sales agent. Usually click to call is used for promotion types like mobile search and display, but it can be utilized for several other promotion types as well.
  • Call Transfer is when the vendor will work to generate the interest, the lead contacts them or interacts with their IVR, then they transfer the lead to the advertiser, in real time. Sometimes the vendor stays present on the phone until the actual hand-off is complete. This type of transfer could be generated via call center, in-call ads, or other on-the-line marketing services.

With these two options for lead transferring, there are also several ways that a vendor will charge you for the lead that is generated.

Flat Rate

This is a flat rate for each lead that is transferred to you, but usually a much cheaper option. You may receive a mix of both unqualified and qualified leads. However, you can manage this by negotiating your contract and by placing call filters to ensure that leads are pre-qualified. You would only pay out for calls that meet your call duration and criteria.


In some cases you will be able to payout only for the sales you make. You will be able to negotiate a percentage of the sale or a flat fee rate for each sale or transaction. A revshare is beneficial to the advertiser, but publishers will be more likely to promote campaigns that payout based on a duration.


In some cases you will be able to promote a combination of both payout types. You could pay out a flat rate, plus a bonus for longer calls or a revshare based on sales.

With this information you can make the important decisions regarding your pay per call marketing and whether or not it is right for your business.

Mike Williams

Image source: Creative Commons License FutUndBeidl via Compfight

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