Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business.
Using PPC to drive calls is a common tactic in any considered purchase category where the cost of the product or service tends to exceed $500 and the stakes are high. Financial services, insurance, travel and home services are just a few industries where conversions frequently happen over the phone, and marketers spend a lot of time and money driving high-intent shoppers to call.
