Unlocking Pay Per Call: Trends, Niches, and Funnels

In affiliate marketing, pay per call is a marriage of high-value leads and big payouts. Unlike traditional models based on clicks or impressions, pay per call is based on direct phone conversations that produce highly-qualified leads. And with mobile usage still dominating the scene and consumers always looking for instant answers, pay per call couldn’t help but explode.

In this article, we will examine current trends, successful strategies, future projections, and why savvy affiliates are rushing to this lucrative opportunity.

Current State of Pay Per Call

Over the last decade, the pay-per-call market has grown exponentially and is expected to reach $12 billion by 2025, according to a report from Phonexa. The trajectory of this growth is a compound annual growth rate (CAGR) of 16% from 2021–2025.

Key verticals driving this growth include:

1. Insurance
2. Medicare 
3. ACA (Affordable Care Act)
4. Home Services 
5. Debt
6. Auto insurance
7. Legal services

Industry leaders, such as Yep Ads, have been contributing to this growth, using massive networks and advanced tracking technologies to connect affiliates with high-converting offers in these niches.

Compared to more traditional affiliate models, pay-per-call consistently delivers better results. The high-intent nature of phone calls and the personal touch of voice interactions are why phone calls show superior performance.

Why Pay Per Call Works for Affiliates

Affiliates who want to maximize their earnings and be as efficient as possible will find pay-per-call an attractive option. Pay-per-call solves many of the problems that affiliates face in other affiliate marketing verticals, from low payouts and subpar leads to high competition.

Payouts in pay-per-call (according to offers publicly listed at Offervault)

• Auto insurance inbounds: $20 to $40 per call​ for 120-second outbound
• Home services: $42 to $80​ (call duration is based on sub-vertical) 
• Medical and health: $30 to $40 per call​ for 90-second outbound
• Emergency services (water damage or pest control): between $35 and $140 depending on the service duration and specifics​
• Low-end services (basic calls like flight booking or auto parts inquiries): $3 to $5 per call​ (call duration is based on sub-vertical) 

Quality leads

Phone calls represent high-intent customers, leading to (according to Invoca):

• 30–50% higher conversion rates than web leads
• 60% faster sales cycles
• 25% higher customer lifetime value

Reduced competition

Many traditional affiliate marketing channels like banner ads and email campaigns are flooded with ads, but pay-per-call is less competitive, especially in local markets. Part of that is because pay-per-call campaigns require different skills and resources than digital only campaigns that do not include call centers, making some affiliates hesitant to enter this niche.

Mobile-first alignment

Pay-per-call naturally follows user behavior, as over 60% of Google searches are now happening on mobile devices (Semrush). Talking to a prospective client directly is a great way to remove friction from the conversion process, and it’s perfect for on the go consumers.

Top Niches for Pay-Per-Call and Their Potential

To get the most out of your pay-per-call campaigns, you need to understand the seasonality and timing of different verticals. So let’s take a look at some of the top performing verticals and what makes them so special.

Insurance

Auto insurance calls are particularly lucrative, averaging $30–$60 per qualified lead in the insurance vertical for a 120-second outbound call. But the health insurance sector is where the most exciting opportunities are, particularly during open enrollment periods.

Now that open enrollment for ACA (Affordable Care Act) and Medicare has begun, there is a huge increase in people searching for new plans. For affiliates, it’s a golden opportunity to cash in on the extra search volume and consumer interest.

• Target demographic: varies by insurance type, but for Medicare, focus on seniors aged 65 and older 
• Ad campaign funnel for ACA/Medicare enrollment:
  1. Create targeted Google Ads campaigns using keywords related to “ACA enrollment” or “Medicare plans”
  2. Develop informative landing pages that explain the benefits of different plans
  3. Implement click-to-call buttons prominently for mobile users
  4. Utilize Yep Ads’ call center services for expert handling of these high-value calls

Legal services

Personal injury leads command $150–$400 per qualified call, social security disability cases average $80–$120, while criminal defense calls can range from $50 to $100.

• Target demographic: adults 25–65 in high-traffic urban areas
• Example ad campaign funnel for Personal Injury Claims:
• 1. Google Ads using call-only campaigns targeting “car accident lawyer” keywords
  2. Ad copy emphasizes free consultation and no fees unless you win
  3. Use call extensions with tracked phone numbers
  4. Implement geo-targeting to focus on areas with high accident rates

Healthcare and Medical Devices

Medical alert systems average $30–$45 per call for a 90-second outbound call duration. Dental services range from $20–$60 and mobility aids consistently deliver $35–$55.

• Target demographic: seniors 65+ and their adult children
• Example ad campaign funnel for Medical Alert Systems:
• 1. Native ads on senior-focused websites discussing fall prevention
  2. Lead to a comparison page of top medical alert systems
  3. Prominent “Call for Special Offer” buttons throughout the page
  4. Use IVR to pre-qualify callers based on age and living situation

Home Services

While some verticals are seasonal, home services offer a steady stream of opportunities year-round. There’s no seasonality to needing a plumber or electrician, making this a reliable vertical for consistent income. The payout range for various services is as follows:

• Plumbing ($14.4–150)
• Appliance ($9.6–52.8)
• Bath ($19.2–120)
• Windows ($10.8–108)
• Roofing ($10.8–258)
• Pest ($20.4–108)

Target demographic: homeowners in extreme weather areas (e.g., coastal areas with typhoon danger or northern regions with extremely cold winters)

Example ad campaign funnel for Emergency Repairs:

1. Google Local Service Ads for immediate visibility
2. Weather-triggered display ads during heatwaves or cold snaps
3. Click-to-call ads emphasizing 24/7 emergency service
4. Use call tracking to route calls to the nearest available technician

Financial Services

Like home services, the need for financial assistance is ongoing. People are always seeking debt financing or consolidation solutions, making this another evergreen vertical.

Mortgage refinancing calls pay $40–$75, while debt consolidation leads average $30–$50.

Examples of loan consolidation offers from Offervault

• Target demographic: adults 30–55 with credit card debt
• Example ad campaign funnel for Debt Consolidation:
  1. YouTube pre-roll ads explaining the benefits of debt consolidation
  2. Lead to a landing page with a debt payoff calculator
  3. Offer a free credit counseling call with a prominent click-to-call button
  4. Use retargeting ads to re-engage visitors who didn’t call initially

Traffic Sources for Pay-Per-Call

The right traffic source can make or break your campaign. Each platform has its own advantages, and savvy affiliates typically use a multichannel approach to achieve the best reach and ROI. Let’s discuss the best traffic sources and strategies to drive high-quality calls.

Google Ads and Call-Only Campaigns

• Focus on high-intent keywords with “near me” and “service + location”
• Implement call extensions and location extensions
• Use call-only ads for mobile users

Facebook Ads Strategies

• Use “Call Now” buttons in ads
• Use homeownership, age, and income as basis for targeting custom audiences
• Retargeting users who have shown interest

Native Advertising Approaches

• Give the content you create a call to action
• Use advertorials when you have a complex service to sell — such as legal or insurance
• Add click-to-call buttons to native ad units

Challenges and Solutions

Pay-per-call is great for generating revenue, but also has its own set of challenges. Let’s examine the most common hurdles in the pay-per-call space and explore proven strategies to overcome them.

There is a big concern in the industry for call fraud (e.g., chargeback fraud to dispute a legitimate payment and get a refund for services that have been provided). To counteract this, Yep Ads put in place multi-layered verification processes such as the use of AI Agents and Live Agents for pre-qualification, call recording, and monitoring services. Yep Ads analyzes the calls ourselves while ensuring journey-compliant data with tokens. With robust fraud detection technology, Yep Ads expert team can help with your marketing efforts.

Another important aspect is maintaining call quality. To achieve this, affiliates can use detailed call scripts for consistent messaging and warm transfer to increase conversion rates, and time of day routing to ensure the best possible answer rate. Yep Ads, for instance, offers a state-of-the-art call center solution that addresses many of these challenges:

• Every call drives sales with first party compliance data
• Experience in prequalifying calls for unsecured debt, ACA, Medicare, financial services, and lead generation
• Voice, email, and chat communication channels for customer service
• Multi-tier technical support
• AI and automation to improve efficiency
• Customer experience optimization

Yep Ads’ call center solution is a combination of AI agents and live agents, the best of both worlds. This approach can save affiliates up to 65% in operational cost. It is an accessible solution for affiliates of any experience level, with flexible contract terms (1–5 years) and a minimum commitment of just 10–25 agents. You can even get a 6-month trial period to see if it’s something you want to commit to long term.

To be effective, you need a data-driven approach for scaling campaigns. Key strategies include automating bid management for call-only ads, using dynamic keyword insertion in ad copy and A/B testing for call to action messages.

Affiliates should be looking at niche or underserved markets in the face of increasing competition and market saturation. Maintaining a competitive edge is achievable through superior call handling and continuous campaign optimization based on performance data.

Conclusion

Pay-per-call marketing is a great opportunity for affiliates who are looking for higher payouts and niches with stable consumer demand. With pay-per-call campaigns growing further and new AI technologies coming to the market, this is a great time to build and scale pay-per-call campaigns.

The pay-per-call model is a great way to increase your ROI if you’re new to affiliate marketing or are looking to expand your revenue streams. If you’re ready to start, you’ll want to find your target niche, optimize for mobile, and use the strategies in this article to maximize your pay-per-call marketing. The Yep Ads team will be there with our top-notch expertise to support you.