3 Things You Need to Do to Master Your Pay Per Call Conversations

As mobile use continues to grow, pay per call has never been more integral to a successful advertising campaign. With consumers preferring calls over email to the tune of 75%, it’s more important than ever for marketers to be on top of their pay per call game.

Pay per call is more than just picking up a phone and talking to a potential customer. You have to get those calls to convert, otherwise, you’re just paying for calls that won’t turn into sales. To truly master your pay per call conversations, and score those conversions, be sure to employ these three tools.

1. Warm Transfers

Time is money, so don’t waste your valuable time on leads that aren’t going anywhere. Instead use warm transfers to pre-qualify leads.

Warm transfers gather lead information typically through a form. Then the call is transferred to a sales team or call center. With pre-qualified leads, advertisers are only paying for calls that have high potential to turn into a sale. As a result, they’re saving both time and money.

Pre-Qualify Leads Form

Another advantage of using warm transfers is they’re easy to optimize. Depending on your needs, customize your questions to get the most qualified leads, and adjust call center hours to match your target audience.

2. Interactive Voice Response (IVR)

Boost your warm transfers with interactive voice response (IVR). IVR filters calls based on the constraints you select. Choose from time and day, location, repeat versus new caller, etc.

Let’s say you own a print shop whose specialty is signs. With political season underway, you’re experiencing an uptick in phone calls from local groups and individuals, looking to purchase campaign banners, yard signs, etc. Business is great.

But, you’ve also been getting 10+ calls a day from the same irate person who has no intention of purchasing a sign. They just want to rant about the candidates. With IVR, you can filter out those ranters. Instead of your sales team wasting precious time listening to “Mr. T.” rant about x-y-z, callers can press 1 for sales, or press 2 for customer service. (Hopefully “Mr. T” will press 2.)

IVR Meme
Source: Memegenerator.net

3. Call Tracking

Curious which ads are triggering those phone calls? To uncover what’s driving your calls, use call tracking.

Call tracking traces calls back to the ads that triggered them, enabling you to see which keywords and campaigns are (or aren’t) resonating with consumers. Then you can modify your campaign as needed.

AdWords Call Tracking
Source: WordStream

Another benefit to call tracking is the ability to record phone calls. Let’s say you live on the East Coast and your call center is in the Midwest. Despite the distance, you can keep tabs on your employees through call recordings. You can review how often and quickly employees are answering the phone, how they interact with customers, and so on. These recordings provide you the opportunity to identify where potential problems are occurring so you can fix them ASAP.


Pay per call is more than just picking up the phone and saying, “Hello? Is it me you’re looking for?” Marketers know to be successful, you need to take control of your calls by employing warm transfers, IVR, and call tracking.

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