Vertical 11 / 11
Pay-Per-Call
A phone call is the strongest signal of intent there is. We generate inbound calls from clearly labelled ads, screen them in an IVR you approve and route them to a live team that is ready to talk.
Quick read
- What we supply
- Inbound calls from click-to-call ads
IVR-screened calls
Warm transfers - How it arrives
- Tracking numbers, IVR, transfers
- Rules that bite
- Vertical rules on every call; recording consent; TCPA and TSR; STIR/SHAKEN
A man on a neon-lit street raises his phone to make a call.
Who buys, and why
Call buyers include insurance and Medicare agencies, debt and legal intake teams, home service providers and the call networks between them.
What counts is the billable call: long enough to matter, inside your hours and from someone you can serve.
Pick a delivery model
| Point of comparison | Ping-post | Direct post | Live transfer / calls |
|---|---|---|---|
| You receive | The full record, once your bid wins | Every record that passes your filters | A consumer live on the phone |
| Price | Bid in real time on a partial record | A fixed amount set in writing | Per transfer or billable call |
| Consent must name | Every buyer who could win | You, or a short list | The team the caller reaches |
| Contact speed | Seconds, then your dialler | Seconds, then your dialler | Instant |
| Suits | Networks and buyer panels | One buyer, steady filters | Licensed teams on shift |
Pay-Per-Call programmes run on all three. Which one suits you comes down to how quickly your team picks up and how many buyers one record should reach. It is settled on paper before the first click.
Inside a good record
We capture
- Caller number and caller ID
- IVR answers
- Call length
- Source and campaign
- Recording where permitted
You can filter on
- Billable buffer length
- Hours and time zones
- States
- IVR qualifiers
- Repeat-caller windows
Signs the intent is real
Use these to judge our traffic for yourself:
- Dialled from an ad that named the service
- Passed the IVR questions
- Stayed past the buffer
- Called within your hours
Your scorecard
The numbers pay-per-call teams tend to judge a source by. During a test we ask for them per source and per day so we can tune. They are measures for you to fill in, not results we claim.
The rulebook
One consent standard, every vertical. Each funnel collects prior express written consent that names the business, or the short list of businesses, allowed to call or text. The FCC's 2023 one-to-one rule was struck down by the 11th Circuit in January 2025 and never came into force. We name sellers anyway: it reads more honestly to consumers, buyers often require it, and it holds up better under challenge.
The vertical's rules travel with the call. Medicare calls carry the TPMO disclaimer, debt relief calls sit under the TSR and insurance calls reach licensed agents.
Recording consent. Recording is disclosed and all-party consent states are respected.
TCPA and TSR. We transfer only when the consumer asked to be connected, and run no prerecorded or artificial-voice outreach.
Caller ID. Accurate caller ID on any outbound leg, consistent with STIR/SHAKEN authentication.
Where it goes wrong
The riskShort or accidental calls billed
What we doBuffers per vertical, agreed in writing.
The riskCalls after closing time
What we doTime-zone-aware schedules.
The riskRepeat callers
What we doDuplicate windows per buyer.
The riskAds that hide what the call is for
What we doEvery ad names the service.
Ask any publisher this
- How many seconds make a call billable?
- Is the IVR script agreed in writing?
- How are repeat callers de-duplicated?
Our answers come in writing, before you commit to a test.
Ways to receive it
- Dedicated tracking numbers per buyer or campaign
- SIP or PSTN transfer to your queues
- Ring pools or ping-for-call through a call platform
- Post-call data by webhook
Each record travels with its source, landing page, disclosure version, timestamp, IP and, if you need one, a consent-certificate reference. More on how it works.
Quick questions
How long is the buffer?
Whatever we agree per vertical and campaign, in writing.
Do you dial out?
Only to complete a transfer the consumer asked for.
Put us on a short leash.
Tell us the market, the states and how you take delivery. You get a written test back: caps, filters and return terms.
Start a capped test →