As with most things in digital marketing—we see a significant range in performance. The same is true for click-to-call ads in Adwords. But the really critical component is to be able to lay a click-to-call campaign into a comparative, measurable framework that’s connected to real business results.

CYS is always boiling things down to cost-per-lead for our lead-gen clients. That’s where the rubber meets the road. And while we have absolutely observed the discrepancy between paid-for clicks, and actual calls—in certain cases even with that taken into consideration click-to-call ads still provide relatively affordable leads.

Here’s an example of a winner: