Mistakes in pay per call ads could mean throwing away a lot of money for the advertiser as well as the leads. Some common mistakes include poor targeting, ineffective call tracking and such little errors can cause havoc in even the best of campaigns.
Pay per call advertising is an effective tool but it needs to be used properly. For a performance marketer, mastering this channel can be highly lucrative.
That means higher intent and better conversion rates. But here’s the catch: without proper planning of your campaign, you may end up spending a lot of money and getting not much in return.
The good news? These mistakes are avoidable.
Whether you are new to Pay Per Call or currently running campaigns, knowing these pitfalls will assist in improving performance, increasing conversions and maximizing your ad spend.
Understanding how does pay per call work is crucial for success.
This article will explain the most common errors and how to avoid them, helping you understand what is pay per call and how to run a successful pay per call business.
13 Mistakes You MUST Avoid in Pay Per Call Ads
1. No Conversion Tracking
Why It’s a Problem
One of the biggest mistakes in pay per call ads is not tracking conversions. Without conversion tracking, you have no idea which ads, keywords, or campaigns are driving actual results.
Many advertisers make the wrong assumption that if their ads generate calls, they are automatically successful.
But not all calls are equal:
- Some calls may be accidental or spam (e.g., job seekers, wrong numbers).
- Some calls may come from people who aren’t ready to buy (e.g., just gathering information).
- Others may be low-quality leads who waste your sales team’s time.
If you’re not tracking which calls turn into actual sales, you’re blindly spending money without knowing if your campaigns are truly effective.
How to Fix It
- Use Call Tracking Software – Platforms like CallRail, Invoca, and CallTrackingMetrics allow you to track every call’s source, duration, and outcome. This helps you distinguish valuable leads from wasted calls.
- Set Up Google Ads Call Tracking – Google allows you to track calls from ads, landing pages, and website buttons. This data helps you optimize your campaigns and allocate your budget to the highest-performing ads.
- Track Call Duration & Lead Quality – Calls over 60 seconds are usually higher intent. If most of your calls are under 20 seconds, it’s a sign that you’re attracting the wrong audience.
- Integrate Call Tracking with CRM – Connect tools like HubSpot, Salesforce, or Zoho CRM to track how many calls turn into actual paying customers.
2. Not Focusing on Relevant Keywords
Why It’s a Problem
Many advertisers waste money on irrelevant searches because they:
- Use broad, generic keywords like “insurance” instead of “affordable car insurance quote call now”.
- Ignore negative keywords, leading to wasted clicks (e.g., showing ads for “DIY plumbing repair” when you only want emergency calls).
This results in low-quality traffic, high costs per call, and low conversion rates.
How to Fix It
- Use Long-Tail Keywords – Target high-intent phrases that indicate an immediate need (e.g., “emergency pest control call now”).
- Add Negative Keywords – Regularly check your Search Terms Report to identify and block irrelevant searches. Add “free,” “cheap,” “DIY,” and other non-converting words to your negative keyword list.
- Use Phrase Match Instead of Broad Match – Broad match keywords may trigger irrelevant queries, wasting your budget. Phrase and exact match targeting ensures your ads show for relevant searches only.
3. No A/B Testing
Why It’s a Problem
Many advertisers set up one ad and never test alternatives. The problem?
- One ad doesn’t fit all audiences – What works for one customer segment may not work for another.
- Ad fatigue – Over time, people stop engaging with the same ad, causing performance to drop.
- No way to improve – If you’re not testing, you have no idea what actually works best.
How to Fix It
- Test Multiple Ad Variations – Try different headlines, CTAs, and descriptions to see what drives the most calls.
- A/B Test Landing Pages – Create multiple versions of your landing pages with different layouts, copy, and call-to-action buttons to find the highest-converting version.
- Analyze Data & Optimize – Use performance insights to eliminate underperforming ads and scale up the best ones.
4. Ignoring Ad Extensions
Why It’s a Problem
Ad extensions increase visibility, engagement, and conversion rates, yet many advertisers fail to use them properly.
- No call extensions? People have to visit your site instead of calling directly.
- No location extensions? You lose local customers who prefer nearby businesses.
How to Fix It
- Use Call Extensions – Enable click-to-call functionality so users can call your business directly from the ad.
- Use Location Extensions – Show your address & business hours to attract local customers.
- Enable Sitelink Extensions – Add extra links like “Get a Quote,” “Customer Reviews,” or “Our Services” to increase ad engagement.
5. Ignoring Performance Metrics
Why It’s a Problem
If you only look at CTR (Click-Through Rate), you might think your campaign is performing well.
But pay per call success depends on call quality, call duration, and conversion rate.
For a deeper understanding of performance marketing definition and how it applies to pay per call, look beyond simple click metrics.
- High CTR but low conversion? You’re attracting the wrong audience.
- Many short calls? Your ads might be misleading.
- High cost per call? You need better targeting and optimization.
How to Fix It
- Track Key Metrics – Focus on call duration, cost per conversion, and ROI instead of just CTR.
- Listen to Call Recordings – Analyzing why some calls don’t convert helps improve targeting and messaging.
- Optimize Bid Strategies – Adjust your bids based on actual call performance instead of just clicks.
6. Being Light on Competitor Insights as Mistakes in Pay Per Call Ads
Why It’s a Problem
Many advertisers fail to analyze what their competitors are doing.
This leaves gaps in strategy and makes your ads less competitive.
Here’s what happens when you ignore competitor insights:
- Missed opportunities – Competitors may be targeting high-intent keywords you’re overlooking.
- Higher ad costs – If you’re not monitoring competitors, you may be bidding inefficiently or losing conversions to them.
- Weaker ad messaging – Without competitive research, your ad copy may lack unique selling points (USPs), making it less persuasive than competitors’ ads.
How to Fix It
- Use Competitive Research Tools – Platforms like SEMrush, SpyFu, and AdBeat let you analyze your competitors’ keywords, ad creatives, and performance.
- Monitor Competitor Ads – Regularly check Google Ads and Facebook Ad Library to see what kind of messaging competitors are using.
- Identify Competitor Weaknesses – Look for gaps in their strategy (e.g., lack of ad extensions, poor landing pages) and outperform them.
- Test Competitor-Inspired Strategies – If competitors are using certain phrases or offers, A/B test similar approaches to see if they work for you.
7. Loosely Built Campaign Settings Across Platforms
Why It’s a Problem
Many advertisers run pay per call campaigns across Google, Bing, and Facebook but fail to align their settings properly.
This leads to:
- Inconsistent targeting – Different ad platforms may target different demographics, causing incoherent messaging.
- Budget misallocation – Without proper tracking, you may be overspending on underperforming platforms.
- Tracking mismatches – If settings aren’t aligned, tracking calls across multiple platforms becomes confusing and unreliable.
How to Fix It
- Use a Unified Strategy – Align budget allocation, keywords, and targeting across platforms.
- Ensure Consistent Messaging – The same offer and CTA should be reflected across Google, Bing, and social media ads.
- Consolidate Call Tracking – Use one tracking system that integrates across platforms (Google Tag Manager, CallRail, etc.).
- Review Settings Weekly – Regularly audit geo-targeting, bid strategies, and audience segmentation for each platform.
8. Not Using AI to Optimize Campaigns
Why It’s a Problem
AI-driven tools can dramatically improve pay per call performance, yet many advertisers still rely on manual adjustments. The problem?
- Slow optimizations – AI can analyze data faster than humans, adjusting bids in real-time.
- Missed automation opportunities – AI-powered Smart Bidding, Responsive Ads, and Predictive Analytics can increase conversions while lowering costs.
- Higher CPCs & CPA – Without AI, you may be overbidding on some keywords while underbidding on high-converting ones.
How to Fix It
- Use Smart Bidding – Let Google Ads optimize bids automatically based on real-time signals.
- Leverage AI-Powered Tools – Platforms like Optmyzr, Marin Software, and Google’s Recommendations AI improve performance through automated adjustments.
- Test AI-Driven Ad Copy – Use Google’s Responsive Search Ads to let AI determine the best-performing headlines and descriptions.
9. Bad Ad Copies That Don’t Encourage Calls
Why It’s a Problem
Your Pay Per Call ad copy is the first thing potential customers see—if it’s weak, your pay per call campaigns will struggle to convert.
Here’s what happens when your ad copy isn’t optimized:
- Low engagement – If your copy doesn’t clearly convey the benefits or urgency, people won’t call.
- Mismatched expectations – If your ad promises one thing but your landing page says something else, potential leads drop off.
- Generic messaging – Ads that sound too similar to competitors fail to stand out.
How to Fix It
Use Call-Specific CTAs – Instead of generic CTAs like “Learn More,” use “Call Now for a Free Quote” or “Talk to a Specialist Today”.
Highlight Urgency & Value – Add time-sensitive offers like “Limited Slots Available” or “Same-Day Assistance” to push immediate action.
Make the Call the Primary Action – Remove distractions (like too many links) so that calling is the clear next step.
A/B Test Different Messaging – Try various angles (e.g., price-driven, benefit-driven, trust-driven) to see what converts best.
10. Not Optimizing Landing Pages for Calls
Why It’s a Problem
A great ad gets people to click, but a poorly optimized landing page prevents them from calling.
Common issues include:
- No prominent call button – If users have to scroll or search for the phone number, they’ll leave.
- Slow loading speed – 53% of users abandon a page that takes over 3 seconds to load.
- Too much information – Overloaded pages create decision fatigue, discouraging immediate calls.
How to Fix It
- Place the Call Button Above the Fold – Ensure the phone number and “Click to Call” button are immediately visible.
- Minimize Distractions – Remove unnecessary text, pop-ups, and external links.
- Improve Page Speed – Compress images, use lazy loading, and optimize code to make your page load in under 3 seconds.
- Make Call-To-Action (CTA) Stand Out – Use bold colors and clear messaging to drive more calls.
11. No Geotargeting in Campaigns as Mistakes in Pay Per Call Ads
Why It’s a Problem
Pay per call ads work best when targeting the right locations.
If you don’t use geotargeting, you’ll waste ad spend on irrelevant areas.
- Serving ads to areas you don’t operate in = wasted money.
- Failing to localize your messaging = lower engagement.
- Ignoring location-specific demand = missing out on high-intent leads.
How to Fix It
- Use Radius Targeting – Target users within specific miles/km of your business location.
- Create Location-Specific Ad Copy – Customize ads to mention city names, local landmarks, or services in the area.
- Adjust Bids by Location – Increase bids for high-converting areas and reduce spending in underperforming locations.
12. Poor Call Quality (Unanswered or Mishandled Calls)
Why It’s a Problem
Even if your ads drive high-quality leads, a bad call experience can destroy conversions.
- Unanswered calls? Leads get frustrated and move on to competitors.
- Long hold times? People hang up before speaking to anyone.
- Untrained reps? Poor communication can kill sales opportunities.
How to Fix It
Ensure Quick Answer Rates – Calls should be answered within 5-10 seconds to prevent drop-offs.
Use a Dedicated Call Handling Team – Train agents to handle pay per call leads with urgency and professionalism.
Analyze Call Recordings – Identify common objections, missed opportunities, and call-handling issues to improve conversion rates.
13. Ignoring Mobile Optimization as Mistakes in Pay Per Call Ads
Why It’s a Problem
Most pay per call leads come from mobile users, yet many advertisers fail to optimize for mobile.
How to Fix It
- Ensure Mobile-Friendly Landing Pages – Pages should be fast, easy to navigate, and have a clear call button.
- Use Click-to-Call Ads – Make calling seamless with one-tap dial features.
- Reduce Form Fills – Mobile users prefer quick actions over long forms.
BONUS: Lack of Understanding of Pay Per Call Affiliate Programs
Why It’s a Problem
Many potential marketers, especially those new to the field, do not understand the intricacies of pay per call affiliate programs.
This lack of understanding can cause missed opportunity, and wasted time.
How to Fix It
- Research pay per call affiliate programs for beginners to gain a basic understanding.
- Explore different pay per call networks and understand their requirements.
- Understand pay per call offers and what is expected of you.
- Learn about the pay per call marketplace and how to navigate it.
- Learn what is pay per call affiliate market and how to succeed in it.
- Understand the difference between pay per call affiliate and other forms of affiliate marketing.
- Learn how to find quality pay per call affiliate programs.
By avoiding these mistakes, you can significantly improve the performance of your pay per call advertising campaigns and maximize your ROI.
Wrapping Up How to Resolve Mistakes in Pay Per Call Ads
Okay, so we’ve covered a lot, right?
From tracking those conversions like a hawk to making sure you’re not throwing money away on irrelevant keywords, it’s clear that pay per call isn’t just about getting phones to ring, it’s about getting the *right* phones to ring.
We’re talking about those calls that actually turn into customers, not just someone asking for directions or a wrong number. Remember, it’s quality over quantity, every time.
And here’s the thing: you can’t just set it and forget it. Pay per call advertising, like any good marketing strategy, is all about testing, tweaking, and constantly optimizing.
Try out different ad copies, see what landing pages work best, and don’t be afraid to dive into those call recordings to see where you can improve.
You’re always learning, always adapting, and that’s how you stay ahead of the game.
Ultimately, mastering pay per call is about getting a solid return on your investment.
And trust me, it’s totally achievable! By avoiding those common pitfalls and staying on top of your game, you can really make this channel work for you.
So, go out there, put these tips into action, and get ready to see those conversions climb.
You’ve got this!
