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  • Writer's pictureAbe Tatosian

Everything You Need To Know About PI Advertising

Updated: Feb 23


In today's digital landscape, advertising is crucial for businesses to succeed. Among the advertising models gaining popularity is per inquiry (PI) advertising. This innovative model differs from traditional approaches because it provides companies with tangible results for their marketing initiatives. It also emphasizes the achievement of measurable outcomes based on set metrics.


This blog explores the fundamentals of PI advertising, such as how it works, its benefits, challenges, and best practices for success.

What Is Per Inquiry Advertising and How Does It Work?

PI advertising is a strategy that aims to drive traffic to a website while only charging for results. It also assesses the progress of an ad campaign based on the target audience's actions. These actions include clicks, downloads, form submissions, and sales, among other things.


The approach works by establishing a contract between the advertising company and the publisher or partner. The agreement specifies the desired outcome and the cost of achieving that result. For instance, if a sale is the desired outcome, the publisher will only be paid if the sale occurs. Additionally, the publisher can promote the advertiser's products or services via email, display ads, social media, and search engine marketing.

Advantages of Per Inquiry Advertising

It is crucial for businesses to start promoting their products or services in the digital space to achieve a wider reach. Here are some of the benefits of per inquiry campaigns:

Reduced Risk

Businesses can save money by only paying for successful conversions, such as lead generation or sales. Traditional approaches often require companies to pay upfront for ad placements, with no guarantee of results. In contrast, advertisers only pay for the results they achieve in PI advertising, reducing the risk of investing in campaigns that do not deliver.

Measurable Results

PI advertising allows businesses to track and measure the performance of their campaigns. Metrics tracking provides companies with valuable insights into the success of their campaigns. Using this data can help them better understand their return on investment (ROI) and make data-driven decisions about their strategy.

Targeted Advertising

With PI marketing, advertisers can target their ads to a specific audience, increasing their chances of reaching customers interested in their products or services. It also helps businesses increase brand awareness by allowing them to create more relevant and personalized campaigns.

Challenges of Per Inquiry Advertising

While PI advertising has many advantages, it also has its challenges. The following are some of the challenges of this advertising approach:

Finding the Right Partners

Advertisers must find publishers with a similar target audience to theirs to ensure that their ads reach the right people. However, this is easier said than done, especially for smaller businesses or those new to this strategy. It takes time and money to conduct extensive research to find publishers who can deliver the desired results.

Ensuring Quality Leads and Conversions

One of the few risks of this advertising strategy is the possibility of acquiring substandard leads and conversions. Therefore, it is recommended that advertisers work with publishers with a reputation for providing high-quality, qualified leads to avoid wasting their budget.

Balancing Cost and Volume

While advertisers want to generate as many leads or sales as possible, they must also avoid spending too much on each conversion. Finding the right balance of cost and volume can be tricky and necessitates ongoing campaign optimization.

Best Practices for Successful Per Inquiry Advertising Campaigns

To ensure successful ad campaigns, businesses must adopt best practices and guiding principles that align with their marketing goals. The following strategies can help them avoid pitfalls and ensure their campaigns are cost-effective and drive the desired outcomes:

Set Clear Goals and Metrics

Specific goals and metrics provide a framework for the campaign and enable more targeted and efficient advertising. These include identifying the key performance indicators (KPIs) that will be used to track success. For example, if the goal is to increase sales, the KPIs should include the generated leads, conversion rates, and collected revenue from the campaign.

Monitor and Adjust Campaigns

Regular analysis of campaign data is crucial for identifying trends and patterns and making necessary adjustments to improve performance. These include checking the essential KPIs like click-through rates, conversions, and cost per acquisition. Employing analytics tools can also be beneficial for business owners to efficiently monitor and adjust campaigns.

Use Retargeting

Businesses can use retargeting to reach out to users who have previously interacted with their brand or website to increase the likelihood of conversions. This strategy effectively keeps the brand in the user's mind and prompts them to make a purchase. Retargeting can be achieved through various methods, such as display ads, social media ads, and email campaigns.

Optimize Landing Pages

The landing page is the first interaction point between the user and the company after clicking on an ad. Therefore, designing a landing page relevant to the ad and optimized for conversion is crucial. It is also recommended that business owners perform A/B testing to determine the best design for their target audience.

Ready To Boost Your ROI? Let Airtime Media Show You How!

With the right approach, per inquiry advertising can help businesses reduce risks while providing tangible results and targeted marketing. At Airtime Media, we support business owners who want to increase their customer acquisition and maximize their ad investment! We are experts in lead generation and specialize in innovative marketing strategies that drive results and increase ROI.


You can reach us at 888-373-8463 for more information or fill out our form!



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