You need two things to profit from pay-per-inquiry: relationships with media outlets and a desire to advertise across a wide geographical area. Also called cost per lead, pay per lead or pay for performance, it’s a direct response marketing model whereby advertisers receive free ad time and space but only pay for results. The catch: You lose control of where and when the ads will run.
In a nutshell, your job is to entice consumers to call a customer service center. Media outlets often have unused air space, so making use of this unsold advertising space benefits both you and the media outlet. Marketers cycle their offer to their media partners, which produce trackable, measurable results. Your client merely agrees to pay a set price for each qualifying call.