Telmetrics, a call measurement provider, has released pay-per-call best practices designed to optimize the number of quality, billable calls delivered to advertisers. “With mobile it is all about being there at the time of action — whether it is a new or existing customer, asking for basic info from store hours to driving directions — in mobile, if you aren’t listed, consumers will move on to someone else,” said Telmetrics President Bill Dinan in a statement to BIA/Kelsey.

A BIA/Kelsey survey found that 61 percent of SMB advertisers say a telephone call from a prospective customer is the single most important lead they can receive. In the client Advisory, “Call-Based Ads: Eliminating the Unknown From Advertising,” BIA/Kelsey Program Director Matt Booth discusses the growth of mobile and its contribution to call-based advertising inventory.

Here are Telmetrics’ top five pay-per-call recommendations for optimizing quality billable calls:

1) Eliminate telemarketer calls

2) Use category specific benchmarks

3) Don’t discount basic information calls

4) Recognize existing customers’ new sales opportunity

5) Consider local IVR drop off rates

We’ll discuss pay per call in the context of monetizing local mobile advertising at our Mobile Local Media conference tomorrow in San Francisco. You can register here.