Pay Per Call: Quality Lead Generation That Complements Existing Channels

Pay-per-call (PPC) is a high-impact customer acquisition channel in which marketers generate sales call leads. Despite its proven benefits, some marketers shy away from PPC due to its perceived complexity. However, when integrated alongside your existing channels, PPC can create a complementary revenue stream without disrupting your current strategy. 

With PPC, marketers can engage the 60% of customers who prefer to connect over the phone before making a purchase. This approach is particularly successful in high-intent verticals—such as finance, healthcare, and insurance—where phone interactions can convert at 10-12 times the rate of other lead types. 

Increasing Lead & Call Quality

For consumers who pick up the phone, the intent to purchase is often immediate. By integrating PPC into your marketing mix, you can enhance the quality of these high-intent interactions. This strategy doesn’t replace your current efforts; instead, it works alongside them to amplify results.

With a trusted PPC partner, marketers can optimize their campaigns by analyzing campaign data in real-time and making adjustments to continually improve lead quality. At Perform^[cb], you’d receive a tailored campaign approach to meet your specific goals, including demographics, location, call duration, and Interactive Voice Response (IVR) systems to pre-qualify leads before transferring them. This ensures the channels for your campaigns target only on high-intent callers who align with your existing campaign objectives.  

For example, a leading auto insurance marketer complemented their current efforts with a PPC campaign by implementing an evergreen Google Ads account, which increased their conversion rate by 54% without interrupting their existing marketing channels.

Achieve Massive Scale Without Sacrificing Strategy

By leveraging keyword bidding and optimization on platforms like Google Ads, PPC campaigns can connect new customers to your brand while preserving the integrity of your existing marketing efforts. 

For instance, through strategic keyword bidding, an auto insurance marketer’s campaigns generated over 50,000 new policy calls within a single quarter – all while integrating seamlessly with their other marketing channels. By aligning PPC campaigns with seasonal peaks and customer behavior trends, marketers can drive results where and when they matter most, amplifying their ROI. 

Keyword bidding and optimization aren’t the only way to leverage new customer acquisition – you can add new high performing pay per call channels to your current marketing strategy without interrupting your existing efforts. Take a look at some of the top performing PPC channels: 

• Search Engines: Paid search ads with click-to-call functionality 
• Social Media: Ads on platforms like Facebook and Instagram with direct call options 
• Display Networks: Banner ads with embedded phone numbers 
• Email & SMS Marketing: Including phone numbers for direct calls 

Running PPC on a Performance Model

Unlike traditional models, pay-per-call on a performance basis ensures you only pay for calls that convert. This means your budget is maximized, saving both time and money. Integrating PPC campaigns alongside your current channels provides an efficient way to target high-quality leads without reallocating existing resources.

For example, inbound PPC campaigns drive targeted consumers directly to your business, while outbound campaigns allow you to proactively engage qualified leads. Either way, you maintain control of your current strategies while benefiting from incremental growth.

Optimize Lead Generation Without Replacing Existing Channels

Pay-per-call doesn’t require an overhaul of your current marketing strategy. Instead, it enhances what you’re already doing, providing additional insights, scaling your reach, and boosting lead quality. By working alongside your existing channels, PPC ensures a cohesive approach to customer acquisition.

Interested in scaling your lead generation efforts without disrupting your current campaigns? Connect with the team today to learn how pay-per-call on a performance model can work for you.