Every word counts when you are into Pay-Per-Call advertising. This guide aims to walk you through the range of creating pay-pay-call ad copies that not only grabs eyes but also compels potential customers to pick their phones and call your business.
We curated this guide for helping you know everything you need to know about writing high-converting Pay-Per-Call ad copy.
However, we can’t step ahead without knowing what Pay-Per-Call means.
What Is Pay-Per-Call Advertising?
Pay-Per-Call advertising is a marketing method where businesses pay for qualified or eligible phone calls generated by their ads. Instead of paying for every click (as in Pay-Per-Click ads), you only pay when someone actually makes a call to your business.
Basically, instead of relying on clicks and hoping visitors browse your site, you’re getting something even better, a phone call. And when someone calls, it often means they’re ready to take action.
These ads generally appear on mobile devices, where the target audience can click a button to call you directly. Such ads can show up on search engines, social media platforms, and other websites, allowing potential customers to quickly reach your business.
It works particularly well for industries that require direct customer interaction over the phone, such as:
- Insurance
- Legal Services
- Healthcare
- Home Improvement
Why are Good, High-Converting Pay-Pay-Call Ad Copies Crucial for your Campaigns
The virality of your campaign depends on the quality of your ad copy. Too cliche? We know, but that’s the truth.
Unlike Pay-Per-Click ads, where users can browse your site or landing page and learn about the offer you are putting out, Pay-Pay-Call ads need to convince users to act immediately.
For the users to get hooked, you have to make them stay. This means every word in your ad should be impactful and should serve a purpose. And the purpose is always solving a problem or calming a pain point.
Bare minimum factors to make the users stay!
- First impressions matter
As the attention span is decreasing of the crowd and essentially your potential customers, you only have a few seconds to make a lasting impact.
To be precise, only 3 to 4 seconds. This establishes the hook rate and makes way for hold rate.
- Drive immediate action
You are wasting time and your budget, if your audience is not prompted to make a call right after or when they see your ad.
- Targeted Messaging
Pre-planning and targeting the audience to your and your campaigns’ needs would yield not only qualified leads but also get you the satisfaction of spending your budget wisely.
This is important because you are paying for every call.
A-Z Guide to Writing High-Converting Pay-Pay-Call Ad Copies
Now, let’s dive into the exact steps and strategies you need to follow to create Pay-Per-Call ads that convert.
1. Know your audience inside out
The base for any high-converting ad copy is an in-depth understanding of your target audience. The more detailed and specific you are in catering and solving your audience’s needs and pain points, the more viral and hit your ad will be.
Look for:
- Demographics
What age group are you catering? What are their job roles? Where do they live? What is their ethnicity or nationality?
- Pain points
What kind of problem are you solving for them? Or more specifically, how are they benefitting from your call?
- Behavior pattern
Is your target audience a group of impulsive buyers or do they plan everything? This is important because impulsive buyers need surety and planners need more convincing.
2. Craft Benefit-Focused Headline
In Pay-Per-Call ads, your ads’ headline must be benefit-driven and clearly communicate why the reader should call, essentially, to solve the pain points and get a resolution for the same.
Your headline is the hook that will either attract or repel potential callers.
Look to:
- Focus on the customer’s problem & your solution
- Follow brevity
- Covey urgency and “ASAP” factors
Examples:
- Need Immediate Help with Your Insurance Claim? Call Us Now!
- Talk to a Certified Financial Expert Today – Avail Free Consultation RIGHT AWAY!
- 24/7 Emergency Plumbing Service – Call Now for Immediate Assistance from a Plumber Near You.
3. Support the Headlines with Action-Inducing Call to Action
The usage of Call-to-Action is arguably the most important part of the campaign you run.
You are NOT premiering a film that the audience can watch and later think about. Your ads need to drive action, the headline hooks them in, the messaging holds them and the CTAs persuade their call to you.
Look to:
- Be direct and concise! Follow brevity.
Tell the audience exactly what you want them to do, such as “Call Now for a Free Consultation.” Talk to the point, this makes the delay of the call go away.
Avoid vague phrases like “Learn More” or “Contact Us.”
- Add a benefit that crosses their problem.
Include a small incentive like “Call Today to Save 20% on Your First Service” or “Get a Free Quote When You Call Now.”
- Make them feel like they are missing out.
Use words that inspire immediate action, like “Call Now,” “Limited Time Offer,” or “Don’t Miss Out.”
Examples:
- Call Now for Expert Help – No Appointment Needed!
- Dial Our Number Today and Speak with a Specialist in Minutes!
- Don’t Wait! Call Now and Get Your Free Estimate.
4. Use Emotion and Empathy to Connect with Your Audience
Using emotions and empathy to connect with the audience yields sooner than later as people respond to emotional triggers, especially when their pain points are in question.
Make sure to add human connection with empathy, that indirectly depicts the situation your potential audience can be facing.
How can you evoke emotion in ad copy:
- Use “You” language
Speak directly to the audience, make them think you know them personally. How?
Use phrases like, “you need help fast”, “we want the best for you”, “you deserve the best service”.
Be personal. It adds to your credibility. Notice the times we used “You” in this article.
- Highlight the outcome
Instead of focusing solely on the service, emphasize how the caller will feel after using your service. Focus on making them think about the elevated life they will experience after using the service/product you offer.
For example, “Feel secure knowing your legal troubles are handled by experts.”
This brings us to the below point.
5. Highlight the Benefits, Not Just the Features
Don’t make the mistake by focusing too much on what your product or service does (features) rather than how it benefits the customer.
People don’t care about the technicalities, as much as they want to know how you can solve their problem.
Feature vs. Benefit Example:
- Feature: “We offer 24/7 plumbing services.”
- Benefit: “Get emergency plumbing help whenever you need it—even at 2 AM.”
How to Shift from Features to Benefits:
- Ask yourself, “How does my product/service make my customer’s life better? And what else can I do to help them?”
- Use phrases like “So you can,” “To ensure,” or “That means.”.
6. Use Action-Oriented Language
In this day and age, people remember the ones who guide them and lead them to a resolution.
Pay-Per-Call is the way you can do the same, using action-oriented language in your ads gives the readers a sense of urgency and importance.
Action Words That Convert:
- Call
- Speak
- Talk
- Get help
- Discover
- Solve
7. Optimize Your Pay-Per-Call Ad Copies for Mobile Devices
With the majority of the ads being shown on mobile phones, it is important that the ads you run are optimized for mobile devices and its users.
Writing converting pay-pay-call ad copies is just the opening for a even bigger arena for your business to grow, optimizing the same via ads you run in your campaigns is something you should be vigilant about.
Mobile Optimization Tips:
- Follow the Dimensions for Your Ads
Research which dimensions work best for your ads, it can be 9:16 or 1:1 or even 16:9. It is about testing the ads and making the optimizations as you go by running your campaign(s).
- Test for Readability
Ensure your ad is visually appealing and easy to read on small screens.
- Use Clickable Phone Numbers
Your phone number is easy to tap on mobile devices. If users have to copy-paste or remember the number, they’re less likely to call.
Always use a click-to-call button in mobile ads to make the user experience seamless.
8. Add Trust Elements & Social Proofing
Your potential customers are more likely to call you, if they find and observe the credibility of your brand.
By adding social proof (testimonials, reviews, certifications) builds that credibility and reassures the caller that they’re making the right choice by getting on a call with you.
Try adding testimonials near your CTA to increase the conversion rate. This method subconsciously tells the audience that they can get the same experience (like the testimonials’) and relief, and increase the chances of the calls.
9. Test and Optimize Regularly
The way to success with Pay-Per-Call ads & your Pay-Pay-Call Ad copies is constant testing and optimization. Even the best-performing ad copy can be improved via making variations and testing them and improving them again, after a while.
Frequently Asked Questions (FAQs) for Pay-Per-Call Ad Copies
- What’s the difference between Pay-Per-Call and Pay-Per-Click advertising?
Pay-Per-Call charges advertisers when users make phone calls, while Pay-Per-Click charges when users click on ads, making Pay-Per-Call better for businesses relying on phone-based lead generation, as it minimizes the loss of budget.
- Can I use the same ad copy across different campaigns?
Not really, it’s always best to tailor the ad copies to specific campaigns and audiences in order to address their unique needs, ensuring more effective engagement and conversions via qualified leads and sources.
- How can I make sure my Pay-Per-Call ads comply with legal regulations?
Vigilantly check your ad copy for truthfulness, avoid misleading claims, and comply with industry-specific regulations, especially in sectors like healthcare, finance, and legal services.
It is always best to read and follow the compliances the advertising platforms lay out for running ads, like TikTok, Facebook, Google, Taboola, Ringba, etc..
- Which metrics should I check for the performance of my Pay-Per-Call ads?
Monitor hook rate, hold rate, call volume, call duration, Cost per Lead and conversions to check for the performance of the ads.
- Can Pay-Per-Call ads work for all businesses?
Pay-Per-Call ads work best for service-based industries reliant on phone leads; businesses focused on digital transactions may find Pay-Per-Click more effective.
High ticket and value service-based companies enjoy Pay-Per-Call the most as even, for example, 1 call can generate them revenue covering the whole campaign.
- What should I do if my Pay-Per-Call ads aren’t converting?
If ads aren’t converting, conduct A/B testing on headlines, CTAs, and targeting to refine your message and better meet your audience’s expectations.
Conclusion
Writing high-converting Pay-Per-Call ad copy is both an art and a science.
Every word counts, and the success of your campaign largely depends on how well you can communicate your value proposition and inspire potential customers to act.
By following the steps outlined in this guide, you can craft compelling, benefit-driven copy that connects with your audience and encourages immediate action.
To recap:
- Understand your audience deeply to address their needs and pain points.
- Write clear, benefit-focused headlines that immediately grab attention.
- Create strong calls to action that leave no room for confusion about what to do next.
- Use empathy and emotion to connect with your audience on a personal level.
- Highlight the benefits of your service, not just the features.
- Optimize your ad for mobile users, making it easy to call with a single click.
- Regularly test and optimize your ad copy to continually improve performance.
By mastering these techniques, you’ll be well on your way to creating Pay-Per-Call ads that generate high-quality leads and drive revenue for your business.
Start implementing these tips today and watch your conversions go up the charts!
