Business Snapshot American Incorporators Ltd (AIL) is one of the nation's top providers of incorporation services. Located in Wilmington, Delaware, American Incorporators has been providing entrepreneurs, business owners and their advisors worldwide with efficient and cost-effective incorporating services, in all 50 states and DC, since 1991.

Why Ingenio Pay Per Call? David Clarke has been in the incorporations business for more than 13 years and handles all aspects of marketing for the company. AIL's ad mix includes print ads in major magazines and newspapers, direct mail and paid search marketing with Google and Yahoo. Currently, David estimates he spends about $10,000 a month on his pay-per-click advertising, which he calls "moderately successful." He feels like he gets good exposure, but that it's quite expensive. AIL does operate a website and can even incorporate people online, but he says the conversion rates for his pay-per-click campaigns are 1-2%.

David immediately thought the Pay Per Call concept was a natural fit for his company's unique service. He says: "We're not just an online business by itself. In our business, people have lots of questions and need to have a live conversation; therefore, 60-70% of our business comes through the phone." AIL has a seasoned team of incorporation specialists manning their local call center, and using an advertising mechanism that plays to those strengths is ideal.

Campaign Results AIL currently has about 5 different Pay Per Call ads running and David finds the Pay Per Call ads cost less and convert better than his click ads - at roughly 7-10% as compared to 1-2% with clicks.