Pay-Per-Call Advertising and Conversion Optimization in 2024

Apr, 2024 - by CMI

Pay-Per-Call Advertising and Conversion Optimization in 2024

Mastering Pay-Per-Call Strategies for High-Converting Marketing Campaigns

One can hardly deny that marketing campaigns are essential for business growth. The more thought-through and effective your advertising is, the higher your chances of success. When it comes to promotional approaches, pay-per-call campaigns are particularly popular among affiliate marketers and brands. 

This article will get into the nitty-gritty of the performance marketing gold nugget — pay-per-call ads — and examine how to implement pay-per-call campaigns and achieve high results.

But first, let's look at some statistics demonstrating why pay-per-call is the future of performance marketing:

What Is Pay-Per-Call, and How Does It Work?

Pay-per-call is an advertising model in which the advertiser pays for each call received from a customer after viewing the ad. This approach is most commonly used in Internet marketing. Unlike other types of online promotion, this model focuses on live conversations with customers. The company gains loyal customers and increases sales by properly structuring response templates and communication recommendations for sales agents.

Pay-per-call affiliate programs are based on assigning a unique special number to each partner platform. Then, when the advertiser receives calls from customers, they can see which of the advertising sources brings the most potential clients.

This promotion model is attractive because it allows you to customize collaboration terms with your marketing partners. For example, payment criteria for calls include call duration or the number of conversions (registration, consultation, or product purchase).

What Metrics Define the Success of Pay-Per-Call Advertising?

Like any affiliate marketing, advertising with pay-per-call has its performance criteria. Since the model is built on phone calls, during which agents persuade interested buyers to take a specific action, it's important to have specialized software. With such automated solutions, it will be much easier to track the success of advertising campaigns.

To understand how effective your pay-per-call ads are, pay attention to the following metrics:

Call volume

This metric precisely shows which of the marketing platforms you are using are yielding the best results.

Conversion rate

By analyzing the number of calls and comparing them to completed actions, you obtain data on the effectiveness of the launched advertising. Call analytics will assist you here, a feature found in specialized software.

Call-related expenses

It's critical to track the cost of each call to accurately calculate the marketing budget. A small recommendation: try to reduce this indicator without compromising call quality.

Call quality

Pay-per-call marketing is not just about quantity, but also the quality of calls received from leads. Traditionally, it's determined by call duration, customer interest levels, and more.

Repeat calls

Monitor whether customers return to you after the initial conversation with an agent. Also, see if you receive additional conversion actions from repeat calls.


The return on investment indicator is necessary for objectively evaluating the success of your advertising campaign. It's essential to track how much you pay for each call and compare this amount with the profit generated.

These performance metrics will help you understand how successful your advertising is and whether anything needs to be changed in campaign management. Additionally, these criteria will allow you to make the necessary adjustments to achieve greater success in customer acquisition and sales growth.

Call Center Optimization: Tools You'll Need

In the digital products market, there are many comprehensive solutions for collecting valuable call data, running real-time performance analysis, and generating reports. One such solution is Phonexa, offering a perfect combination of affiliate tracking solutions for industries with high traffic volumes. For example, solutions for effective call tracking and lead distribution.

Such or similar solutions can help you optimize the operation of your call center and ensure accurate marketing attribution. On top of that, they’ll help you receive necessary information about successful marketing campaigns, including pay-per-call ads. Among the standard metrics:

  • Call source attribution: This metric is necessary to understand which ad placements are most productive. It also helps to fine-tune keyword targeting since it determines which calls to action resonate most with the target audience.
  • Conversion tracking: This metric is crucial for understanding which calls bring the most benefit to the business. With this information, you can optimize the cost-per-click-to-call service on the marketing platform.
  • Call duration and success: Call tracking solutions record conversations with customers (all while being GDPR and CCPA compliant), allowing you to easily assess customer satisfaction and the likelihood of conversion.
  • Subscriber information: The software also gathers only essential demographic data and records leads' interests, problems, and questions they address, which are directly related to the conversion optimization process.

Artificial intelligence (AI) software is particularly popular among customer service professionals. More than 60% of respondents claim that this solution helps them perform their jobs better, streamlines routine tasks, and provides round-the-clock customer support.

Pay-Per-Call Advertising Figure

Source: Dialpad

How To Set Up Pay-Per-Call Advertising Campaigns

Pay-per-call campaigns are an excellent way to take your business to the next level and increase brand awareness. But it's also important to understand that, like with any other marketing strategy, you must have a clear plan. So, let's consider the key steps marketers must take when before launching pay-per-call campaigns:

  • Define your business goals. You must have a clear understanding of what you want: to get more pay-per-call leads, identify where potential buyers are located, optimize advertising expenses, or all of the above. Depending on the answer, move on to the next step.
  • Choose tracked metrics. Determine which metrics are most valuable to you, such as the number of conversions, inbound or outbound calls, and more.
  • Create advertising materials. Before selecting platforms and placing banners with call-to-action (CTA), you need to understand what will encourage people to call you. Also, determine where your target audience spends most of their time to develop suitable advertising content. You can also make good use of a dynamic QR code to add more information about the promoted business to give viewers a chance to dive into your business and its products.
  • Select performance marketing channels. After analyzing the interests of your potential buyers, it will be much easier for you to choose places to put CTAs. After all, you will already know which websites, social networks, or online sources your potential customers are located on.
  • Assign a unique number to the source. This phone number will be used in your ad and will allow you to track the number of calls. So, you will precisely know which platform is most productive in terms of attracting new customers.
  • Choose and install software. Next, select a digital product that allows you to track and analyze inbound and outbound calls. If necessary, consider additional options, such as interactive voice response (IVR), call recording, and more.
  • Launch pay-per-call ads and track the results. After launching the marketing campaign, conduct regular call performance analysis. This will give you a complete understanding of which advertising platforms work best. If necessary, you can make corresponding adjustments to improve the results.

All these steps will help you set up a pay-per-call campaign and achieve goals such as customer engagement, service improvement, and increased sales.

Are You Ready to Leverage Pay-Per-Call Advertising?

The pay-per-call promotion model is an integral part of performance marketing, aimed at ensuring that every dollar invested brings tangible results. This approach is convenient because you can use it in offline, digital, and mobile advertising.

Many software products can help you gather the necessary metrics when launching pay-per-call campaigns. Thanks to them, you will significantly simplify and improve the work of both the call center and the marketing department. As a result, you can expect increased employee productivity, influx of new clients, brand promotion, and increased company profitability.