Business Snapshot An online leader in car radiator sales and distribution, Radiator.com (1-800-Radiator) aims to provide the best quality radiators at the lowest possible price along with a satisfaction guaranteed lifetime warranty. Based in Benicia, California, the company helps consumers find a radiator replacement. Selling direct enables the company to eliminate the middleman, which keeps the product quality high and prices low.

Why Ingenio Pay Per Call? Radiator.com was driven to explore Pay Per Call because of click fraud concerns. John Thys, Director of Internet Marketing, suspects that click fraud may have accounted for as much as 30% of his company’s $20,000 Google ad bill. The company has since launched an investigation to determine how much money it has wasted in fraudulent pay-per-click charges.

Alternatively, John views Pay Per Call as significantly less susceptible to fraud scams because it gets his call center agents closer to the "point of sale” by putting them in direct contact with the potential customer. Cost per action advertising models like Pay Per Call force accountability by ensuring advertisers only pay for something tangible, like a phone call. John sees Pay Per Call as an antidote to click fraud.

Additionally, phone calls simply make more sense for John’s business than clicks do. Radiator.com customers often have inquiries that go beyond the simple task of visiting the website and plugging in the year, make and model to get the new part they need. In fact, Radiator.com does very little e-commerce from the website. Consumers generally call because they often need to discuss their purchases in more detail. Pay Per Call is also a great fit for Radiator.com because it operates a large call center with well-trained staff answering the phones to help secure sales. John believes, “a phone call is far more valuable for us than a click on the website.”

Campaign Results Overall, John finds Pay Per Call more effective than pay-per-click; he approximates that 12% of the calls from Ingenio are converting into sales, while only 5% of his leads actually convert online. What’s more, acquisition costs are lower with Ingenio than with traditional pay-per-click advertising. The cost per sale with Ingenio is approximately $20, while pay-per-click acquisition costs average $34 per sale.