Instead of asking “What delivers the best cost per lead?”, you ought to be asking “What delivers the best value per lead?” Pursuing lower cost leads is typically the path toward lower total profits, while the pursuit of high-value leads tends to grow profits.
You need to do two things:
- Place a “Request an Estimate”, or Schedule an Appointment” form prominently on the landing pages.
- Show your client the number of missed calls and recommend an inbound call center marketing service provider to catch and convert live calls into scheduled appointments.
I would also suggest that you test landing pages without phone numbers, just appointment/quote forms, and separate Call-only campaigns. By separating those marketing objectives and optimizing each, you will likely get better overall performance.