How to Form a Pay-Per-Call Strategy: Research, Setup, Advertising, and Analytics

Professional businessman watches videos on his computer on how to form a pay-per-call strategy

Forming an effective pay-per-call strategy is crucial for businesses looking to generate quality leads and boost revenue. With the right approach, you can create a streamlined system to connect consumers directly with your sales team and drive more conversions.

An Introduction to Pay-Per-Call Marketing

Pay-per-call marketing refers to a model in which advertisers only pay when a prospect calls a provided tracking number and meets pre-determined requirements. It bridges the gap between digital ads and offline sales conversations.

Having a defined pay-per-call strategy is important for several reasons:

  • It aligns your goals with the most relevant metrics like call volume, duration, quality, and conversions. Without clear objectives, you may waste ad dollars.
  • It helps you identify the right target audience, platforms, and partnerships to maximize ROI. An optimized pay-per-call strategy can drastically improve lead generation.
  • It enables effective tracking and analysis of call data to refine campaigns and increase profits over time. Frequent evaluation is vital to continuous improvement.

By outlining the key elements like research, infrastructure, ad creation, and analytics, you can craft a high-performing pay-per-call strategy tailored to your business. Having a clear roadmap before you begin is essential for executing a successful campaign.

What Is a Pay-Per-Call Strategy?

Pay-per-call is a performance-based advertising model with three main players:


As an advertiser, you first need to create a unique tracking number and define the criteria for a qualified call, such as:

  • Minimum call duration (e.g., 60 seconds)
  • Call transferred to a sales agent
  • Lead info captured

You’ll only pay the publisher if these requirements are met. The rate per call is mutually agreed upon based on its quality. Defining qualified call criteria upfront ensures you only pay for valuable leads.


The publishers primarily include platforms like Google Ads or affiliates who drive phone calls by displaying your tracking number on websites, mobile ads, online listings, etc.

Their goal is to connect potential customers to your business by prominently showcasing the call-to-action. The better the visibility, the higher the call volume. Choosing publishers with high-traffic channels expands your reach tremendously.

Learning how to form a pay-per-call strategy includes partnering with reputable, high-traffic publishers that align with your target audience. Conduct thorough research to determine which publishers will help you generate the highest quality calls.

Payment Process

Once a successful call is completed, the advertiser pays the predetermined amount to the publisher who facilitated it. They don’t pay for missed or rejected calls.

Call analytics software tracks each call source, duration, recordings, etc. to ascertain publisher payments. This pay-for-performance model ensures cost efficiency. Automated tracking provides transparency into ROI.

Research and Information Gathering

Businesswomen researching pay-per-call strategies

Now that you’ve learned the answer to the question, “What is a pay-per-call strategy?” you can build an effective one. Thorough research is necessary to build a strong pay-per-call strategy tailored to your business.

Understand Your Target Audience

Analyze your existing customer base and target audience. Look at parameters like demographics, pain points, and preferred communication channels. This will help shape your outreach strategy.

For example, if your customers are middle-aged homeowners who still rely on phone calls for service inquiries, paying per call would be ideal to connect with them. Gaining customer insights is critical to effective targeting.

Study Competitor Approaches

Research how your biggest competitors are utilizing pay-per-call campaigns. Look at their ad formats, platforms, tracking numbers, call flows, and quality standards. This will give you an idea of their best practices and help you identify opportunities for differentiation. Evaluating competitors enables you to gain an edge while providing insight into how to form a pay-per-call strategy that will outperform others in your industry.

Avoid copying them outright, though. Instead, use your research to devise an original pay-per-call campaign that aligns with your brand voice and marketing goals, leveraging your unique strengths and insights.

Evaluate the Technical Infrastructure

Pay-per-call requires specific tools and systems, such as call tracking software, IVR technology, CRM integration, and a professional call center. It is important to research options to determine the right solutions for seamless execution.

Having the infrastructure and processes mapped out will ensure you can efficiently handle the influx of leads. The right technology stack enables smooth operations.

Setting Up the Infrastructure

Now that your research is complete, it’s time to set up the backend infrastructure for smooth pay-per-call operations.

Choose Call Tracking Software

Invest in call tracking and analytics tools that offer real-time visibility into call data and recordings for faster optimization. Select solutions that integrate easily with your other marketing and sales systems.

Robust call-tracking software provides the data needed to refine campaigns. Carefully evaluate options to choose the best fit.

Define Call Quality Standards

Determine upfront what parameters constitute a qualified call to avoid subjectivity issues later. Typical requirements include minimum duration, unique caller, lead details captured, etc. Outline this in publisher contracts.

Clearly defined standards ensure you only pay for valuable calls while publishers understand expectations.

Part of understanding how to form a pay-per-call strategy is clearly outlining the criteria for a qualified call upfront. This ensures you only pay for valuable leads that advance prospects further down the sales funnel.

Integrate with Other Marketing

Ensure your pay-per-call campaigns sync up with other marketing initiatives like PPC, email nurturing, and social media engagement for maximum impact. Create a unified tracking system.

Integration helps every campaign channel generate the highest-quality leads for a better ROI.

Creating Effective Advertisements

Compelling ads are crucial to driving a high volume of qualified calls that convert. Here are some ways to create the ideal advertising campaign for an impactful pay-per-call strategy with guaranteed results:

Craft Click-Worthy Call-to-Actions

Catchy phrases like “Call now and save 10%!” and prominently displayed phone numbers motivate viewers to call your business. Test different CTAs to determine what converts best.

Experiment with different attention-grabbing phrases to determine which CTAs perform best.

Use Relevant Keywords

Target keywords that attract your ideal customers at different stages of the buyer’s journey, from early research to close-to-purchase. This enhances visibility and call quality. Optimizing for buyer keywords improves lead relevancy and conversions.

A/B Test Ad Variants

Run A/B split tests on aspects like ad copy, keywords, landing pages, offers, etc. to gain insights into the optimal combination for your audience. Iteratively improve performance. Frequent testing reveals the highest-converting elements for your campaigns.

Monitoring and Analysis

Meticulous tracking and analysis of call data is vital for gauging campaign effectiveness and ROI.

Track Call Quality KPIs

Go beyond vanity metrics like call volume. Analyze qualified call rate, duration, drop-off rate, sales conversions, and more to determine actual ROI. This highlights opportunities for improvement. Looking beyond volume reveals deeper performance insights to refine campaigns.

A critical component of learning how to form a pay-per-call strategy is tracking metrics beyond call volume to gauge true campaign effectiveness. Carefully monitor call quality KPIs to identify areas for optimization.

Understand Customer Behavior

Evaluate recordings and any survey feedback to identify customer pain points. See where they drop off and determine where to refine your call flow and scripts for better conversions.

Customer feedback provides tangible input to improve call-handling processes.

Continuously Optimize Campaigns

Use insights from call analysis to test new ideas frequently, be they price points, lead magnets, call center training, or ad formats. Pay-per-call success depends on relentless optimization and innovation.

Consistently act on insights to keep improving lead quality and conversions over time. An essential element of comprehending how to form a pay-per-call strategy is continuously optimizing campaigns based on data and testing new ideas. Regularly refine your approach to boost conversions.

Partners reviewing a pay-per-call campaign

Partner With an Established Pay-Per-Call Agency for Better Results

Learning how to form a pay-per-call strategy effectively, is just the first step. Executing and maximizing the performance of an effective pay-per-call strategy to drive revenue requires expertise. For businesses needing guidance, partnering with an experienced pay-per-call agency like Aragon Advertising is an excellent option.

Aragon Advertising is a performance-based digital marketing agency specializing in pay-per-call campaigns. They handle all aspects of the strategy, from research and planning to execution, optimization, and reporting.

Some key benefits of working with Aragon include:

  • Access to an in-house call center with trained agents who convert leads
  • Proprietary call tracking software to monitor campaign KPIs
  • Expertise in testing and optimizing ads to boost conversions
  • Insights from managing over $300 million in ad spend annually
  • Custom reporting to showcase the ROI of ad campaigns

By leveraging Aragon’s pay-per-call expertise, you can quickly scale your leads and revenue without needing to build extensive in-house capabilities. Their dedicated analysts help identify new opportunities to improve performance month-over-month.

If you’re looking for an experienced pay-per-call partner to maximize your advertising ROI, consider Aragon Advertising. Their data-driven approach and optimization capabilities deliver consistent returns for clients.


In summary, a results-driven pay-per-call strategy requires in-depth planning across research, setup, advertising, and analytics. Defining objective success metrics, allotting sufficient resources, and constantly optimizing based on data are critical to long-term profitability. With the right approach, businesses can effectively learn how to form a pay-per-call strategy that will effectively engage and convert high-intent consumers.

Taking a data-driven approach is critical for executing and optimizing an effective pay-per-call strategy.

Learn more about the pay-per-call strategy

FAQ on Pay-Per Call-Strategy

Q: Why is it important to have a defined pay-per-call strategy?

A: A solid strategy aligns your goals with key call quality metrics, helps target the right audiences and placements, and enables effective optimization based on data and testing.

Q: What research should be done when forming a pay-per-call strategy?

A: Conduct audience research, study competitor approaches, evaluate your technical capabilities, analyze past campaign performance, and determine your budget.

Q: What tools and systems are needed to execute pay-per-call campaigns?

A: You need call tracking software, IVR technology, CRM integration, and a professional call center.

Q: How can businesses create effective call-driven advertisements?

A: Develop compelling CTAs, optimize for relevant buyer keywords, continuously A/B test different ad variations, and create customized landing pages.

Q: What metrics should be tracked for pay-per-call campaigns? A: Go beyond call volume and monitor quality KPIs like duration, transfers, drop-off rates, recordings, and sal