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    Guide

    Pay-Per-Call vs Pay-Per-Lead

    A quick side-by-side for insurance, mortgage and home-services buyers.

    DimensionPay-Per-CallPay-Per-Lead
    You pay forLive consented callForm submission
    Close rate10–25%1–5%
    Speed to contactReal-timeMinutes to hours
    ExclusivityExclusive (O&O)Often shared 3–5 ways
    Unit costHigherLower
    Cost per closed dealUsually lowerUsually higher

    ROI math

    Assume a $1,200 average ticket in home services.

    Pay-Per-Call

    • $60 / call × 15% close
    • Revenue per call: $180
    • CPA: $400 | ROI: 200%

    Pay-Per-Lead

    • $18 / lead × 3% close
    • Revenue per lead: $36
    • CPA: $600 | ROI: 100%

    FAQs

    What's the main difference?

    Pay-per-lead bills for a form submission. Pay-per-call bills only when a consented consumer stays on the phone for a minimum duration.

    Which has better ROI?

    Pay-per-call typically closes at 10-25% vs 1-5% for leads. Even at a higher unit cost, exclusive calls usually produce a lower cost per closed deal.

    Are pay-per-call leads exclusive?

    With owned-and-operated providers like MGM ScaleCraft, yes: one buyer per geo and vertical. Aggregators often sell the same call 3-5 ways.

    Model it against your unit economics.

    30-minute briefing, real numbers for your vertical.

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