Pay Per Call Marketing The Definitive Guide For Call Generation

I think you’ll agree with me when I say it’s REALLY hard to find new pay per call leads without burning a ton of money in the process.

One of the biggest concerns that I see clients have is, will pay per call work for my business?

The short answer is... It really depends. Throughout this post we'll dive into how to generate high quaility pay per call leads for your clients or your own business.

But first we must answer:

What Is Pay Per Call?

Pay Per Call is an advertising, billing, and performance marketing model that connects businesses with inbound customer calls. Advertisers can require certain parameters to be met before a call is paid for, such as caller location, connection length, and keys pressed on an Interactive Voice Response (IVR).

How Pay Per Call Works

Pay Per Call advertisers create a tracking number and specify the requirements needed to be met for a call to be credited. Publishers who send prospective customers meeting these requirements through their unique tracking number are then paid.

pay per call makes money

How to Promote Pay Per Call Offers

  1. Choose a Niche/Vertical.
  2. Signup to a Pay Per Call Affiliate Network
  3. Get an Offer for Choosen Niche/Certical.
  4. Promote the Offer.

In this guide we'll go through all these steps, so if it seems imemidating, don't worry!

What Are The Best Pay Per Call Verticals

Due to the nature of a pay per call, verticals that generally perform well are verticals that are time sensitive in nature.

Personally, I stick with mostly “local” pay per call campaigns, such as:**

  • Auto – Tow truck, Locksmith, Windshield repair
  • Home services – Emergency plumber, Handyman, Carpet cleaning, etc
  • Health – Dentists, Personal trainer, CrossFit
  • Legal  – Lawyer, Bail bonds


I have several buddies that run large national campaigns as well.

  • Financial – Debt, Tax services, Mortgage/Personal loans,
  • Love – Dating, “Love” hotline
  • Insurance – Auto, Life, Health, Home
  • Entertainment – “Love” and Psychic hotlines
  • Travel – Hotel, Car rental, Destination entertainment (Surfing lessons, Zip lines, etc)

Honestly, the opportunities are endless. The point is, if a person is able to book a service over the phone, then there is a pay per call offer available for it.

*** Pro tip – not sure where to start? Use a spy tool such as AdPlexity to get an idea of the kind of ads being ran in a particular niche. ***

pay per call crazy ROI

Sourcing Offers

You have two options, you can either grab offers from an Affiliate Network (National) or you can create your own local offers by generating leads for small businesses.

Both options have their own positives and negatives. Personally, I’ve mostly gone the “local” route.

Disclaimer: What I am teaching in this guide, is how to build a real business. Because of this, it is your responsibility to obtain the proper licenses required to legally run a lead generation business. Running lead generation for some companies that service particular industries may be required to obtain a license. Examples of this include runnning leads for a real estate agent which may require you to obtain a mortgage or real estate license. You can contact your secretary of state or your local chamber of commerce to get more information on what is required for your chosen niche.

Lower Competition, Huge ROI


Once you have found a few clients in your area and have constantly been sending them good quality leads, the campaigns can last years.

There is also the benefit of making a lot more per call by going direct as long as you are sending quality calls.

Dominating a local market also has the advantage of drowning out any potential competition from entering the market.


Local does have downsides, however. You are responsible for everything from signing clients, billing, etc.

This may include collecting payment from several different businesses at a time in many cases.

less competition in pay per call

Have Clients Come To You 

Now, as you may know, it’s quite difficult to sell services to a local business.

This is because they already get bombarded with spam, cold calls, etc. on a weekly or daily basis.  These calls are usually from call centers claiming they are Google and can get their business to the #1 spot, etc.

The problem is that small business owners are very untrusting of any “internet marketing” type of pitch because of this.

Like most businesses, all they care about are results. So instead of selling them on terms like pay per call, SEO, etc., simply ask them if they are interested in driving more sales and customers to their business.

Now, even this will likely end with you getting the door closed in your face, or having the phone hung up on you.


**I got a ninja trick that will allow you to get close to the majority of your prospect clients without any hard selling.

Okay. Brent, how are we going to do this?

Simple! We are going to deliver results FIRST.

pay per call clients need leads

What I do is find businesses that are currently advertising with Google PPC but are not currently ranking organically.

The reason we want to find companies already advertising on Google is simple.

It means that they are already interested in driving more business and more importantly actively trying to do so through the use of the internet.

Now, depending on the niche, it is very unlikely that the business owner is running these ads themselves.

In most cases, it will be a competing local agency that has already locked this client in as a “PPC client”.

Usually, this includes them charging the local business owner per month based on total campaign spend, or some other arbitrary number.

We, however, are simply going to call the business owner, tell them we are getting a ton of calls from people who would be interested in their services and ask if they’d like us to send these calls over to them FOR FREE.


I don’t know about you but if someone told me they were going to send me potential paying customers for free, I’d say what the hell let’s do it.

And the money?

Yes, I know sending someone free stuff isn’t going to make us rich, but hear me out.

The goal here is to wait long enough until we’ve sent them a few PAYING customers.

After a few weeks or amount of calls we send the business owner, we are going to contact them again and ask how the calls have been working out.

Hopefully, at this point, you’ve been sending quality calls to them.

If they sound happy with the calls you’ve been sending, it’s time for phase 2.

We are going to tell the business owner that we have a lot more call volume available and ask them if they are interested in purchasing more calls.


at this point how we get paid depends on the business you are trying to work with.

For example, I’ve had dentists pay me anywhere from $10-25 for a simple phone call. But, I’ve also had dentists who were willing to pay $150-200 if I delivered people who simply booked a free cleaning.

The point is if we are sending quality traffic, it is almost always better to get a commission based on the sales made, rather than getting paid per lead.

We have the potential to make a lot more money, while also lowering the risk that is presented to the small business owner.

Being paid a commission structure can have its drawbacks. If for whatever reason your client turns out to be untrustworthy and claims you have not delivered any sales, this can cause problems.

However, with the use of some pay per call tools that we’ll be going into in more detail, we can mitigate this risk with the use of proper tracking.

If you do want to do cold outreach however, in an automated way, I suggest Ninja Outreach to speed up the process.

Easy To Access Offers

The benefit of going with a national campaign through an affiliate network really comes down to speed and ease.

What I mean by that is, it’s much easier to get access to an offer through an Affiliate network over signing your own clients.

Payments are also much easier when dealing with an affiliate network.


There are downsides by going this route.

Due to the low barrier to entry that is involved when running with an affiliate network, the competition is usually much more intense.

There is also the downside of getting a lot less revenue per call generated as there are several middlemen that take a piece of the pie.

Regardless, I suggest signing up with a Pay Per Call Affiliate Network so you don’t limit your chances to access offers.

Tip: Most Pay Per Call Affiliate offers convert based on connected duration. This means that the timer doesn’t kick in until the call center agent starts talking.
pay per call affiliate manger pushing home service offers

Pay Per Call Affiliate Networks

Personally, I haven’t run many Pay Per Call campaigns with Affiliate Networks.

But I do have quite a few buddies that do very well with these pay per call affiliate networks.

Pay Per Call Affiliate Network Palo

Pros – Some of the best legal pay per call offers on the market.

Access to a buddy of mine Gene Morris as your AM, just be sure to use this link: use code gene17 to get Gene as your AM.

Cons – Limited offer selection, but from what I’ve been told this will change.

Comission Junction Pay Per Call Marketing Affiliate Network

Pros – Great high paying offers
Cons – Low amount of offers

RingPartner Pay Per Call Marketing Affiliate NetworkPros – A lot of good offers with excellent customer service (Proactive AM’s)
Cons – Some offers are not as advertised.
Example, when testing a Handyman offer I was connected to a Highway Construction company!!!


Now as you’ll learn throughout this guide, you don’t have to pick one or the other.

In fact, if you are just starting out I almost always recommend that you start with national offers while you work on building up your local client base.

Or, if you have a serious budget and great quality, go after the national clients directly 😉

This will allow you to test out different niches quickly, without much risk.

After you have determined a particular market to be a good opportunity, you can then go after local clients to see if you can boost up your revenue per call.

Finally, with the use of a few tools, you can even use your national campaign as a backup offer if for whatever reason your local client isn’t answering the phone. This allows you to attempt to connect every caller with a “live” client.

Pro Tip: Many small business owners don’t have their own dedicated office and receptionists.

Because of this, it’s sometimes best to have someone answer the phone on their behalf and collect information from the caller prior to sending them off to your client.

Once you scale up your operation, you can hire freelancers to provide warm transfer services.

This is great for local clients who may be on a job site and not available to answer calls.

If the above statement discourages you, just remember that the higher barrier to entry something has, the less competition there will be.
pay per call tracking tools

Pay Per Call Tracking

Call tracking is extremely important when running performance based pay per call campaigns.

It’s honestly one of your biggest advantages in your toolkit.

No matter if you are running an affiliate pay per call offer or working directly with a client, you will have competition.

Lucky enough for us however, the majority of the competition just puts their cell phone or office number as the “call” to action.

This means they cannot properly measure which of their marketing channels is actually effective.

With call tracking however, we can know exactly where a call came from.

It gets better!

Call tracking platforms allow you to:

  • Track search, digital and offline marketing campaigns
  • Record and listen to incoming phone calls
  • Get the name, phone number and city of the caller

Interactive Voice Response (IVR)

Interactive Voice Response Source: Plum|Voice

An Interactive Voice Response known as an IVR, allows you to correctly connect the caller with the person they are seeking.

For example, if all your ad says is “hire a plumber”, the caller might be looking for a specific type of plumbing work.

We can setup a calling survey asking them what they need before sending them off.

Press 1) for emergency plumbing services
Press 2) for general plumbing work
Press 3) for water plumbing
Press 4) for gas services

This can be informative and as long as you’d like, but do remember this is a live person on the phone so try to keep it short and concise.

Then depending on what the caller presses you can connect them with the right person for the job.

This allows you to have multiple clients who are looking for very specific types of call leads which both improves user experience by connecting them with someone who can actually help them. In turn, this improves your lead quality for the same reasons.

When working with National level campaigns, they almost always use an IVR for what is referred to as call treatment.

Based on where your calls are coming from, the advertiser will usually direct their call to the correct salesperson, call center, or service agent.

This improves the overall profitability of the campaign by increasing the advertiser’s productivity while also improving the caller experience.

Call Treatment Metrics Include:

  • New or repeat callers
  • Time or day of the week
  • Keypress
  • Caller location
  • Referral source

Pro Tip: When running pay per call affiliate campaigns, always perform a “Test call” to see how the advertisers IVR is setup.

This will allow you to better word your marketing material to fit in-line with the advertisers messaging.

Now, as I mentioned almost all advertisers and pay per call affiliate networks use call tracking. I highly suggest that you use them as well!

Call Tracking

When running campaigns for a client or even as an affiliate, it's important to have a pay per call call tracking solution.

One I'm currently looking into is Ringba which is an inbound call tracking platform for pay per call.

Ringba also has a per per call training which is free to enroll in that you may want to check out.

Other Call Tracking Platforms Include:

I will also be making future videos on how I setup the rest of these tools.

Front End Tracker & Analytics

Front end trackers allow you to track your actual marketing creatives, such as your pay per call landing page.

When you are running a pay per call campaign, you can definitively get away with just having call tracking.


It’s almost always best to also have a landing page or website with your phone number.

This will allow you to convert potential customers and clients who otherwise would not have converted if they only had access to a phone number.

By having a landing page you can give your visitors the option to convert into a lead in other ways such as joining an emailing list, submitting a lead through a web-form or even simply getting more information about the offer prior to making a decision.

Suggested Reading**: Marketing Tools: Roadmap To Proper Marketing Analytics**

For my frequent blog readers, this should come as no surprise.

Make sure you understand your target audience before you even think about launching a pay per call campaign.

Unlike some CPA campaigns, a pay per call campaign simply won’t work by sending broad untargeted traffic to it.

Even if somehow you did manage to get calls,  you would likely be kicked off the offer.

Problems? We All Got Problems

The first step when defining your target audience is to first understand what problems your offer helps solve.

To do this identify your offers features and benefits that motivates people to buy.

After identifying what benefit your offer has to your target audience, only then can you begin to identify common characteristics of them.

Demographic Information:

  • Age:
    The average age of your target audience. What you prioritize in life and your values usually have a lot to do with your age.
  • Gender:
    If your product or service is valuable to both genders, skip this step. Who is most likly to need what you have to offer?
  • Relationship Status:
    Is your target audience single, in a relationship, or married?
  • Profession:
    This usually only applies to B2B, but it can also be very helpful in B2C.
  • Education:
    How educated is your potential buyer? Knowing this will help you perfect your marketing message later on.
  • Financial Situation:
    Annual income is extremely important for offers such as pay day, biz opp, etc.

Psychographic Information:

  • Values:
    What does your target audience consider important or beneficial? Understanding their values will allow you to customize your marketing message.
  • Buying Decision:
    Not understanding this can lead to some serious problems down the road. What does your prospective buyer look for in a product or service before making a purchase? Features, price, customer service, etc.
  • Shopping Habits:
    What else do they spend their money on? Knowing their shopping habits can help you piggyback on similar marketing campaigns.
  • Free Time:
    Not only how but where do they spend their free time? Knowing this will help you identify which TV shows, websites, and apps to advertise on.

What Can Blue Do For You?

Facebook Insights Logo

Yes, I’m talking about Facebook, you know that website that kills your hopes and dreams?

It’s no secret 

Facebook collects A LOT of demographic data.

The best part is you can access this data if you have a Facebook Ads account.

Once you have an ads account, you can access Facebook Audience Insights, which is extremely powerful.

Location Based Demographics Data All For Free

Another great tool which allows you to gain access to a large amount of demographic data based on zip code is ZipAtlas.

ZipAtlas allows you to pull up reports based on different zip codes, area codes, city and state demographics such as social and economic profiles.

Now that you know how to properly plan your pay per call campaign, you'll want to read my guide on: 14 traffic sources anyone can use.

If you're looking for a community of other pay per call affiliates pay per callers has a pay per call fourm that has a lot of good info for the industry.