With the number of calls in pay-per-call (US) Marketing being on the rise, it is relevant requirement to keep a check on the quality of the entire strategy. Quality control as well as protection from fraud goes hand in hand. Those marketers who are based on performance would be concerned about quality of their leads. PPC quality aspect comes with two major benefits:

· Callers have better buying intention than online searchers. They can be converted into customers faster and they also tend to spend more money by the one-on-one assistance from a good sales representative.  Calls have better chances of getting connected than online leads which may or may not lead a prospective customer be in touch with business.

· Pay per call help you have a quality check and ensure that you get only business relevant calls. You can set criteria, create filters to ensure optimal use of resources.