Pay Per Call Model – maybe for small businesses in some situations

I was linked an article on pay per call pricing model for web sites.  This means the web site works to generate leads and only charges if it results in a phone call to the client company. 

At a technical level this means that the pay-per-call provider does not want the prospect to call the company directly, but rather through a tracking telephone number so they can fairly measure the number of calls generated.  This will work.  It will result in calls.  But it seems a short sighted overall strategy because;

1) It omits the value of branding. The company is paying for the leads alone, nothing more.
2) Contacts will continue to call the tracking number in the future reporting false positive matches on inbound calls. 
3) You are going to market as someone else’s brand, so not only are you not getting the branding value but you are also paying to build someone else brand!
4) If you end your contract that pay-per-call company can, and will, redirect the campaign to a competitor.  Given the importance of tenure on the Internet this could be a real problem effectively locking you into the pp-call program.

All of that said, yes there are times when this model will work for some businesses.  But it is definitely not as Earth shattering as Pay-per-click advertising has been with the low cost of entry, performance based pricing and free branding side affects.