Radio Pay Per Call Lead Generation

Radio commercials are among the least explored yet most powerful means of generating extremely high phone leads for industries that require high-demand paying customers, including HVAC, plumbing, and auto insurance. Because radio can add a sense of urgency through the human voice, the best spots tend to follow this pattern: the sound of a broken pipe or automobile accident followed by “This could be you! Call now for 24/7 emergency service.” Air time should be purchased at bargain rates during drive-time (6-9 AM and 4-7 PM), when traffic commuters memorized the numbers, on stations that cater to demographics matching your proposition-Demographics from classic rock will favor your pay-per-call services such as car repair, whereas demographics from adult contemporary match home services. Always negotiate remnant inventory (unused ad slots that stations discount at a rate of 40-60%), and request fixed-position spots instead of run-of-station placements that tend to air during very late, low-audience overnight hours.

Converting Listeners Into Quality Calls

Pay-per-call radio campaigns are always associated with vanity numbers such as an 800-FIX-LEAK or other local numbers per station. Performance can be measured by call tracking software measuring response rates right down to the exact time slot. The golden rule of radio call ads is the “three-time mention” – your phone number should be stated explicitly at the beginning, middle, and end of the 30-second ad, along with the commanding call to action of a voice (actual tradespeople perform better than voice actors for home services). For example, for HVAC tune-ups or holiday lighting installation, buy a 6-8 week flight with denser frequency (10-12 spots/week) in order to create top-of-mind awareness for seasonal promotions. Routes on-air support using station website banners with click-to-call buttons because 28% of the radio-generated calls now are from digital follow-up. The most advanced buyers utilize radio diary survey data to determine which specific programs their ideal customers are listening to instead of purchasing broad dayparts.

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