Why Radio Per Inquiry Deals Are a Smarter Way to Buy Airtime Radio per inquiry deals let advertisers pay only for the leads or calls their ads generate — not for the airtime itself. Instead of spending thousands upfront on a traditional media buy, you pay the station a set fee for each qualified response. Here's a quick breakdown of how PI radio deals work: What you pay for: Each call, lead, or inquiry generated by your ad What you don't pay for: Airtime, impressions, or s