Now, this should go without saying, but I know someone will screw this up and blame me.
Some of the traffic methods that I will be covering are NOT ALLOWED on some offers.
If you are running Pay Per Call campaigns with an affiliate network, be sure to check with your affiliate manager before running traffic.
This is also true when you are running campaigns for several local clients due to government restrictions and preference.
Running pay per call campaigns on Adwords is going to be quite expensive, due to the fact that there is so much competition.
However, it will also deliver you a lot of high-quality leads if you setup your campaigns the correct way.
Think about this. If your toilet broke in the middle of the night what would you do?
I’m guessing you’d search for something like “24-hour emergency plumber” then either click or call the first result that popped up.
Your intent would be that you need a plumber now and because of this, it’s extremely likely that you’ll convert from a lead to a sale for the plumber.
Do people really call directly from search results?
As I mentioned, quality comes at a price. I’ve seen pay per call campaigns for certain keywords cost more than what I’d even be paid for the call.
The Silver Lining
Setting up Adwords pay per call campaigns is both quick and easy and will be one of your highest volume traffic sources.
To have success with it, you must do your due diligence first such as performing your demographics and keyword research. We will go over this in more detail further in this guide.
When I mention using Facebook ads for pay per call campaigns, many people are confused – which is understandable.
How often have you made a phone call from a Facebook ad? Probably not often if at all.
Using our same plumber example as before, it’s very unlikely that someone will be scrolling their Facebook feed, stumble across a local plumber ad and then turn into a high-quality lead.
Here Is The Kicker
That isn’t to say that you shouldn’t take advantage of Facebook for some niches!
There is a way to make Facebook work even for a niche such as a local plumber, but it’ll take a bit more work.
Niches that do work on Facebook are non-time sensitive type offers; (e.g., “cosmetic surgery” or “commercial landscaping”, etc.)
Things that they may have an interest in based on demographics data.
For example, it’s more likely that you will be able to find high-quality commercial landscaping leads if you target people who are homeowners, higher income, age 35+, etc.
Facebook is the perfect traffic source to introduce the demographics that you need for your offer. It provides information based on where they are in the buying cycle.
If they’ve never shown interest in commercial landscaping before, try to capture their email by providing a checklist, guide or blueprint on things they need to know before committing to a commercial landscaper.
This will allow you to warm up the leads and send super high quality leads to your client once that lead is warmed up and ready.
The average cost of commercial landscaping in the US is between $1,500 – $5,000. So these leads are extremely valuable and much harder to generate. Source
Another great social network to run pay per call campaigns on is Snapchat.
Much like Facebook ads however, the types of campaigns you run on this source have to be a bit different.
Currently the most frequent types of pay per call ads you'll see on Snapchat is for student loan consolidation, auto loans and insurance.
However, Snapchat offers a lot of great targeting options which includes interest, demographic and geo location.
With the proper funnel and targeting it's completely possible to get Snapchat ads profitable with a local business campaign.
Currently due to Snapchat not being as popular as some other sources, traffic prices are cheap all while being able to reach a segment of users which is exclusive to Snapchat.
Personally, I haven’t ran many Linkedin ads for Pay Per Call campaigns.
I did, however, want to mention Linkedin since it’s extremely powerful for some niches.
If you are running a niche that is based on B2B sales, Linkedin may be the perfect traffic source for you.
With any traffic source that has high-quality traffic, Linkedin is going to be quite expensive.
Linkedin’s high price may deter several businesses from even trying it; but Linkedin shows specific demographics data that many other traffic sources can’t provide.
* If you’ve run anything successfully on Linkedin for a pay per call advertising campaign, I’d love to hear from you!
Honestly, going into too much detail on local SEO is a bit outside the scope of this guide.
Once you determine which niche you’d like to focus on, I highly suggest you start to make local lead gen sites and rank them with SEO.
It will take a bit longer to see results than paid traffic, but it’s a great way to increase your ROI in the long run.
Pro Tip (2018 Updated): One thing I’ve been doing recently is making authority sites for a particular niche.
This is a much longer-term strategy and will take A LOT of work.
But the payoff can be huge if done right for lead-gen & pay per call… or even selling the site later down the road.
To make an authority site, the easiest is to partner with someone that is an expert in their field.
If for whatever reason you don’t want to do this extra step, you CAN do all the writing on your own…
…But it will almost never be as good as having an actual expert on your team.
My latest project is in the mold industry for both mold inspections and mold remediation.
Why would I make an authority site on mold you ask?
Because one of my clients & later students has been a mold inspector for over 10 years.
Not only that but he has been learning marketing on the side.
So together we partnered up and made LookMold.
He does all the writing and later when the site gets traffic, I’ll be in charge of monetizing it.
The best part about this strategy is it can make money over time yes….
….but if the site becomes an actual authority, big companies may want to buy it.
Similar to Linkedin, Youtube usually gets overlooked for pay per call campaigns.
Why would someone make a phone call if they are in the middle of watching cat videos?
Believe it or not, people look up all sorts of things on Youtube.
In fact, Youtube is the second largest search engine in the world!
The best part about it?
You can get HIGHLY targeted video views for pennies depending on your targeting.
For example is someone searched Youtube for “how to fix tooth pain” you could create an informative video that goes over the various causes of tooth pain and throughout the video watermark both your lead gen website & phone number for one of your dental clients.
Now I know this may seem like a lot of work, but a simple video can be created with tools such as Camtasia, Screenflow, etc or even purchased on sites like Fiverr.
The best part about it is you only have to create the “content” part of the video only once.
Then depending on which city you are targeting, you can just change the watermark of the phone number and website.
You can also test much simpler videos such as this Fiverr gig for a dentist explainer video.
Youtube videos are also very valuable for local SEO efforts with less competitive keywords. Simply having a Youtube video properly optimized can rank in the top 10 for the search term.
According to YP, more than 80 million people visit the YP.com site (or use their app) each month where there are more than 20 million businesses listed.
Having success with the Yellow Pages is hit or miss. You have to jump through a lot of hoops to get your ads to show up, especially if you are a lead generation company.
The other downside of the Yellow Pages is the fact that most of your clients can already be found there.
Once in a while, you’ll stumble across a client that has NO idea about marketing and there will be some opportunity with YP.com.
Most people assume newspapers are dying off…
Around 40% of Americans still read a print newspaper in a given week, with the majority of newspaper subscribers in an older and more affluent group. If your small business is looking to target this demographic, then newspaper advertising is a good option for you. Source: FitSmallBusiness
That doesn’t give you an excuse to skip newspaper ads.
The truth is, most of your competitors believe that it’s not even worth their time to set up an ad in a newspaper.
However, buying a newspaper spot in a local newspaper is EXTREMELY cheap.
Not to mention you can buy both print ads to be included in their printed newspapers and also advertise directly on their site.
This is very powerful because a simple $10-30 a week ad can result in quite a few phone calls depending on your niche.
It’s also extremely cheap to test so there really is no excuse to not test running them.
To figure out the pricing of running ads in a local newspaper, I simply Google “Newspaper name + advertising”.
If nothing pops up, I’ll visit their site directly, and scroll to the bottom of the page and search for the word Advertising, Advertise or Ads.
Pro Tip: Several newspapers are still locally owned and are having trouble generating enough profit to stay in business. Use this to your advantage by negotiating longer time slots at a discount if your ads work out.
Ninja Tip: Pay the newspaper to put your retargeting pixel on certain sections of their site. This may take a bit of explaining, but if you are able to get a pixel placed on a targeted local newspaper section, you can run some extremely profitable retargeting campaigns. You can also do this with local bloggers, depending on the topic of their blog.
I’ve already mentioned a few of the directories that you’ll want to target in this post.
Not only are there national directories that you can advertise your business or offer, but there are local directories as well.
To find these type of directories may take a bit of searching or scraping (Scrapebox anyone?).
But once you find a few with a decent amount of traffic they can bring in several leads a month.
Local directories are less common now than they use to be, but some areas still have them.
A lot of times the local newspaper will have a directory section where local businesses can advertise fairly cheap.
These sites aren’t going to have a ton of traffic, so be sure to request a demographics report if available. Also, do your own research on sites such as Similarweb.com to see if it’s worth your time to test.
An example of city directory:
Similar to local directories, another great place to advertise is on blogs that are about a specific area.
A great example of this is; AroundIowa.com which as the domain name suggests is about the Iowa-based news.
Sites such as this are great because it’s very likely that the majority of the traffic will all come from the particular area that they cover. In this case, Iowa.
Several of these sites sell advertisements in the form of a banner, email blasts, and even text-based links.
I highly suggest finding blogs that capture their visitor’s email addresses.
Do EXTREMELY well especially with coupons or discount type offers. Free teeth cleaning anyone?
Pro Tip: Many of these sites are always looking for great content, so if you are focused on a particular area you could even request to become an author for the blog.
Local mail or “junk mail” as contrary to what many of you are probably thinking DOES still convert!
Direct mail is not “dead.” But, it sure has declined in volume over the past 10 years. However, more marketers are adding mail to their array of integrated marketing tactics, because the engagement is growing as the clutter declines. Personalization and relevance is key. Costs are high but scale and ROI remain strong when direct mail is delivered to a well targeted audience. Source: TheDMA.org
The best part about it, most pay per call affiliates don’t even know what I’m about to show you.
In fact, the only reason I even know about it is from my local SEO business back in 2008.
If you live in the United States you can gain access to some basic demographics data directly from our post office!
The tool is USPS Every Door Direct Mail.
What is awesome about this tool is not only can you do basic demographics research such as age, income, and amount of homes or businesses,
but it also gives you an estimate of how much it would cost to send a direct mail campaign to that area and how many addresses would receive it.
To take advantage of USPS EDDM, you’ll need to either create or purchase your own brochures.
Here is an example of where to get some brochures: 55Printing
USPS EDDM, however, is only ONE way to take advantage of direct mail….
Lets be honest
When is the last time you took action based on a brochure you got in the mail?
I bet it’s been a while. In fact, I would wager that you subconsciously throw away the junk mail without even registering what it says.
Make It Convert
You have to put a little extra work into this method to really make it work, but if you crack the code it can become one of your primary traffic sources.
The goal with direct mail is to get the recipient to pick up and READ your offering.
If it’s instantly getting thrown into the trash, that can become a little tough.
Imagine this though as you are rifling through your mail and you felt something heavy in the envelope.
What would you do?
I bet you’d open it and see what is inside.
This method should only be used for getting customers or clients in high paying niches.
The trick is to put a dice or some other cheap but heavy object in the envelope to improve open rates.
A few other tricks include:
Just be creative and different.
Other Direct Mail Recourses:
11 Direct Mail Marketing Secrets
Direct Mail – The Ultimate Guide For Small Businesses
Bandit signs are illegal in most cities in the US IF you put your signs on public property without permission.
However, getting permission from someone that owns private property such as a small business owner or perhaps even a personal residence then it’s completely legal!
Just before you invest money in bandit signs, make sure that where you are putting your signs matches the demographics of people that would be interested in the product or service you are promoting.
For example, if you are generating leads for a real estate agent who is interested in buying houses, then offer to pay homeowners $50-100 to place your sign on their lawn.
It’s best to find a house that is on the corner of the primary entrance/exit main roads.
This will improve your chances that a large majority of homeowners in that particular neighborhood see your sign.
In the picture above there are only 4 exits for a subdivision of over 400 home owners.
The same can be done with small businesses!
For example, if you are generating leads for a local pool cleaner/repairman one of the best places to put your bandit sign would be in a pool supply store.
Obviously, if the particular store is a large national brand, the manager of the store won’t have any control over being able to allow you to have bandit signs or not.
If you find a locally owned store there is a much greater chance that you can come to an agreement with the owner.
Bandit signs for pay per call campaigns take a lot of leg work.
Because of the barrier to entry and the relatively low cost you can make a serious ROI if you do them right.
Like many other forms of advertising listed in this post, many would assume radio ads are “dead”.
Surprisingly, according to a study by Nielsen, radio boasts a 93% weekly reach among Americans.
That is even larger than Americans browsing the internet and even watching TV.
Radio ads are going to take a bit more work than setting up ads on the internet, but depending on your niche, you can make some serious ROI.
Ask yourself, who and when do most people listen to the radio?
Mostly in the car! That means they either:
A) Have a job (have money)
B) Going shopping (have money)
This means that your ads will be heard by people who can afford your product or service that you are promoting.
Personally, I’ve never tried Radio ads for any pay per call campaigns, but I did just hear about a guy making over $100k/week JUST with Radio ads.
So you best believe I’m going to be testing some radio advertising this year and so should you!
Pay Per Inquiry Radio Ads
After further research on Radio advertising, I’ve learned that pay per inquiry radio ads are the way to go!
PPI radio ads are similar to CPA, since you only pay when interest is generated from your ads in the form of a phone call, etc.
Personally, I haven’t ran traffic from a billboard as I’ve found that they are quite expensive. In most cases, billboards are better for brand awareness over something performance related.
I did want to mention billboards in case your region may offer a good deal on billboard advertisement in a high traffic area.
One thing to be aware of with billboards is circulation is not the same as total impressions. Circulation is how many pedestrians pass your ad each month. While impressions are how many people actually see your ad.
A great example of this is, if your ad is in a location where people are stuck in rush hour traffic, they will most likely see your ad.
However, if they are passing by at 70 mph, it’s likely they won’t see your ad long enough to register your message.
So be aware that yes you can use billboards but I personally would use them as one of your last traffic sources to test, once you’ve already had success elsewhere.
Some ideas that come to my mind for running Billboard ads are work from home opportunities where people will be stuck in traffic or a real estate opportunity for a new apartment complex looking for residents much closer to their job.
Other Billboard Resources:
How Much Does Billboard Advertising Cost?
Six Steps To Making a Great Billboard Ad
40 must-see examples of billboard advertising
7 Billboard Design Tips That will make your brand stand out With Examples!
Last but not least, retargeting!
Personally, retargeting is one of the most overlooked ways to generate leads, especially in local pay per call campaigns.
When dealing with local level advertising you really need as much exposure as you can get to make any sustainable amount of money.
Retargeting is great for this because it allows you to “follow people around” and show your advertisement.
This happens only after they’ve already shown interest in what you’re promoting, so your ROI should do very well.
Learn how to set up a retargeting campaign in one of my previous posts.