Who this guide is for
Operators who need to understand the mechanics and responsibilities behind a call marketplace.
Pay-per-call turns high-intent demand into measurable conversations. The model is simple; operating it well is not. Qualification, disclosure, routing, availability, call experience, and outcome feedback determine whether the channel creates value.
Generate intent ethically
Use accurate search, content, creator, directory, and paid placements that match what the receiving provider offers.
Attribute the call
Static or dynamically inserted numbers connect the call with source, campaign, keyword, page, creative, and relevant context.
Qualify and route
Use IVR, menu choices, geography, hours, duplicate checks, buyer caps, and availability without creating unnecessary caller friction.
Reconcile and learn
Apply transparent billing, recordings where lawful, disputes, provider dispositions, and customer outcomes to improve the system.
What this can look like
A caller requesting roof repair selects residential service, enters a ZIP code, and reaches a contractor with available capacity. The source receives credit only when the call meets the program’s unique, serviceable, connected-call rules.
What to measure
Measurement should follow the decision this work is meant to improve. Use a small set of outcome, quality, and diagnostic indicators rather than turning every available event into a success metric.
- Source-to-call conversion
- Routing success
- Buyer answer rate
- Qualified duration
- Disputes
- Downstream conversion
Common mistakes to avoid
- Overcomplicated IVR
- Hidden buyer caps
- Inconsistent timezone rules
- No fallback when routing fails
Frequently asked questions
Does every call get billed?
No. Billing depends on the contract’s qualification and invalid-call rules.
Can calls be transferred?
Yes, when the caller experience, consent, disclosures, and receiving-provider expectations support it.
Why use multiple numbers?
Tracking numbers help attribute calls to sources and experiences while routing to the appropriate destination.
Build a qualified-call program with EMG
EMG helps partners create, route, evaluate, and improve inbound conversations around real consumer intent.
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