While pay per click continues to give much positive impact in online marketing another form of web advertising is the so-called pay per call. Although most advertisers nowadays take a pay per click approach, the pay per call method is gaining more and more popularity everyday.

A personal experience of lawyer Frank Frasier explains what makes the difference with pay per call. At first, Frasier was not really attracted to online advertising like pay per click to let the world know about his legal services. But after learning about pay per call, he changed his idea about the web’s potential to market anything. He noted that, "We‘ve gotten about a dozen calls and half turned into cases, ‘m a believer. It fits my needs." Pay per call propels Web users looking for lawyers to pick up the phone instead of clicking an ad or sending e-mail.

This online advertising technique is very effective for small business marketers because they direct surfers to a telephone and each call surely represents a valuable lead. Marc Barach, the chief marketing officer of Ingenio said, “….the approach is ideal for small service businesses — florists, lawyers, contractors — whose customers ask lots of questions.” He added that, “…. in pay per click he closes one sale for every 70 clicks but with pay per call, its one in three.” However, the pay per call could never make pay per click obsolete, it will just be an additional form of online advertisement that will surely live for years like other marketing ways. Although pay per call is comparatively expensive and contains number of limitations than pay per click, one of its advantages is the security of fraudulent transactions. As mentioned by David Card, "Nothing ever replaces anything,when TV came along, radio didn‘t go away. This has the potential to unlock local ad dollars, but Amazon doesn‘t want to take phone calls."