Different mediums of performance marketing yield different results. This is because the consumer is at a different stage in their buying journey when they use different mediums, making them more or less likely to convert into a sale based on the medium of the lead. When thinking about choosing a performance marketing medium, it’s important to note that the lead becomes more valuable the more likely it is to convert, but high-value leads come at a higher cost per lead (CPL).
When considering different forms of performance marketing, imagine a scale where the left-most point represents the lowest CPL and lowest conversion rate, and the right-most point represents the highest CPL and conversion rate. Cost-per-click marketing would be at the lower end of the scale whereas buying closed sales would be at the top. Pay-per-call gives you a good balance between CPL and high conversion rate, and also gives you a higher ROAS.
