What Do Advertisers Look for Before Buying Pay-Per-Call Leads?

If you’re an advertiser running pay-per-call campaigns, what matters most to you before accepting calls from a publisher or traffic partner?

Is it mainly call duration, lead quality, conversion rate, caller intent, geographic targeting, or the ability to track the full customer journey?

I’d also be interested to hear how advertisers handle low-quality calls, duplicate leads, wrong numbers, and calls that don’t meet campaign requirements.

For advertisers managing multiple traffic sources, what tools or metrics do you rely on to decide which sources deserve more budget?

Would be great to hear how other advertisers are approaching this in 2026.