Understanding  Per Inquiry

Per inquiry (PI) is a performance-based advertising model in which an advertiser only pays when a specific action is taken, such as a phone call, a form submission, or a sale. This payment method is also known as pay-per-action (PPA) or cost-per-action (CPA).

How does Per Inquiry work?

In the Per Inquiry model, the advertiser works with a media buying agency that handles the placement of ads on various channels, such as TV, radio, print, or digital. The agency negotiates the terms of the deal with the publisher and sets up a unique phone number or landing page for each campaign. When a customer takes the desired action, the advertiser pays a predetermined fee to the publisher.

What are the benefits of using Per Inquiry?

Per Inquiry offers several advantages over other advertising models, such as:

  • Risk-free: The advertiser only pays for results, not for impressions or clicks.
  • Measurable: The advertiser can track each conversion and calculate the ROI of each campaign.
  • Cost-effective: The advertiser can optimize campaigns based on performance data and eliminate underperforming placements.

How is Per Inquiry different from other performance marketing methods?

Per Inquiry is one of several methods used in performance marketing, along with pay-per-click (PPC) advertising, affiliate marketing, and digital marketing. The main differences between these methods are:

  • PPC advertising: The advertiser pays for each click on an ad instead of a specific action.
  • Affiliate marketing: The advertiser works with affiliates who promote its products or services and earns a commission for each sale made.
  • Digital marketing: The advertiser uses various online channels to promote its brand and generate leads.

What types of businesses can benefit from using Per Inquiry?

Per Inquiry is particularly suitable for businesses that offer high-ticket products or services that require more personalized attention from customers before making a purchase decision. Examples include:

How can I get started with Per Inquiry?

To get started with Per Inquiry, you need to find a reputable media buying agency that specializes in this model. You should also prepare your sales team to handle incoming calls or leads generated by your campaigns. Finally, you should set clear goals and KPIs for each campaign and regularly monitor their performance.


  1. "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World" by Chuck Hemann and Ken Burbary
  2. "Performance Marketing with Google Analytics" by Sebastian Tonkin et al.
  3. "Affiliate Program Management: An Hour a Day" by Evgenii Prussakov
  4. "Pay per Click Search Engine Marketing For Dummies" by Peter Kent
  5. "The Complete Guide to Affiliate Marketing on the Web: How to Use It and Profit from Affiliate Marketing Programs" by Bruce C Brown
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