Business Snapshot Eric Layland is the Director of New Business for Point It, an independent search engine marketing agency located in Seattle. Point It serves a diverse clientele across a variety of industries—from specialty food retailers to wireless and cellular providers.

Why Ingenio Pay Per Call? When Eric first heard about Ingenio Pay Per Call, he suspected the approach would be an excellent fit for several clients' needs — his wireless client in particular — given the "high touch" nature of the businesses.

"Often times, consumers looking to purchase wireless devices and corresponding plans need to talk to a live, knowledgeable customer service representative before going through with the purchase," says Eric. "Pay Per Call can be a direct path to that sale - especially given the fact that 50 percent of this client's online applications get consummated on the phone."

Campaign Results Eric finds Pay Per Call conversions compare favorably with that of their pay-per-click campaigns; in fact the net conversion rate for some clients is 3 times higher than that of pay-per-click.