Lots is being said about pay per call advertising but so little exists in terms of measurable results that it is still a little tough to know if this play makes sense for the typical small business.

The bottom line lies in understanding your lead conversion process – does it require a phone conversation with a prospect – and testing.

Marketing Sherpa continues its effective practice of presenting new strategies inside a case study or interview with a real user with this article – Initial Test Results From Pay Per Phone Call Search Ads