While the basic difference between pay per call and pay per click revolves around who triggers payment, under pay per call the advertiser receives payment only when a potential customer makes an actual call, whereas pay per-click receives payment for every ad click regardless of whether any action is undertaken thereafter. The calls, therefore, hold a lot more purchasing intent and make pay per call extremely valuable for service businesses.

Some optimization techniques that differ from typical PPC techniques are involved in the Pay Per Call Google Ads. Call-only campaigns must use dedicated phone numbers with highly visible click-to-call buttons. Keywords for targeting must include commercial intent terms along with urgent modifiers such as “emergency,” “24/7,” or “near me” to capture callers that are ready to buy.

There is a myriad of regulatory frameworks that govern pay per call marketing in different industries and geographical regions. The Telephone Consumer Protection Act (TCPA) provides the legal implications of call recordings and automated dialing and requires obtaining express consent from the consumer before any recordings are made or auto dialing equipment is employed. Call healthcare falls under HIPAA, which protects the confidentiality of patients.

The earning potential for pay-per-call affiliates also depends on easy niche choice, traffic volume, and call quality. For instance, an affiliate marketing in high-paying verticals like the legal field can earn $200-$300 per converted call, where the top affiliates generate more than 50 calls per month, earning $10,000-$15,000 in commissions. In contrast, home service niches usually pay more on the order of $30-$150 a call and require more call volume yet have the advantage of seasonal repeated demand.