Pay Per Call
Also known as: pay-per-call, PPCall, cost per call advertising
Pay per call is a performance model in which an advertiser pays only when a qualifying inbound phone call is generated, rather than per click or per impression.
Pay per call is an advertising and lead-generation model where payment is triggered by a qualifying phone call (typically one that meets a minimum duration or other quality bar) instead of by a click. Networks and affiliates send calls to a buyer’s tracking number, and only billable calls cost money, which shifts risk toward the publisher and rewards genuine intent.
The model depends entirely on accurate call attribution and call conversion rules. See pay-per-call lead generation for how these programs are built and tracked.
Frequently asked questions
Who uses pay per call?
It is common in high-value local verticals (legal, insurance, home services, healthcare) and in rank-and-rent lead generation, where an operator ranks a site and sells the calls it produces to a buyer.
What makes a call billable in a pay-per-call deal?
Both sides agree on a definition up front, usually a minimum call duration and an accepted source. Calls that meet the bar are billable; shorter or disqualified calls are not, which keeps the model honest for buyer and publisher alike.
How do you start a pay-per-call business?
Pick a high-value vertical (legal, insurance, home services), line up a buyer who will pay for qualifying calls, then drive calls to a [tracking number](/glossary/tracking-number/) through ads, SEO, or affiliates. The tracking number enforces the [billable-call](/glossary/billable-call/) rules so only qualifying calls are charged. See [pay-per-call lead generation](/blog/pay-per-call-lead-generation/).
How do you get a pay-per-call number?
You provision a [tracking number](/glossary/tracking-number/) through a call tracking platform and point it at the buyer's destination line. The platform records the source and duration of every call, which is what lets both sides agree on which calls are billable.
Is pay-per-call worth it?
For buyers it is attractive because you pay only for qualifying calls, not clicks or impressions, so spend maps directly to real prospects. For publishers it rewards genuine intent but shifts risk onto them, since unbillable calls earn nothing. It works best in high-value verticals where a single call can be worth hundreds of dollars.
Related terms
Track the calls your marketing earns
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