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Call generation advertising · Sales

You paid for every call, including the forty that nobody picked up.

Some things are only ever bought on the phone. A blocked drain at nine at night, a school admission, a machine that has stopped, a quotation for two hundred safety shoes. The buyer will not fill a form and wait for a reply.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Call generation advertising

In one paragraph

Call generation advertising buys media designed to produce a phone call rather than a form: call-only search ads, click-to-call on social, and a tracked number printed on offline media. GullySales plans the buy, puts a separate number on each source, and reports connected calls rather than clicks to dial.

Demand and lead generation covers every route an enquiry can take, and this page is only the phone route. Here the advertisement is built to dial: a call-only search advertisement with no landing page, a click-to-call button, or a number that belongs to one campaign alone.

The awkward part is the pickup. You are charged when the dialler opens, not when somebody says hello, so a campaign with a dead lunch hour pays for silence. We count connected calls and the ones that rang out.

Who it is for

This is written for you if these sound familiar.

  • Emergency and same-day trades: plumbers, electricians, pest control, locksmiths and breakdown services
  • Clinics, diagnostic centres and hospitals where the appointment is fixed on the phone
  • Dealers and distributors who quote on the call, because the price depends on quantity
  • Schools and coaching centres in the admission season, when a parent wants a person
  • Anyone whose website form is filled twice a month while the phone rings forty times
  • A business paying for search advertising that cannot say how many calls it produced

Not for

It is not the right fit if.

  • Sales that take a committee, several site visits and a tender, where one call decides nothing
  • Teams with nobody at the phone between one and three, because every unanswered ring is money already spent
  • Businesses that refuse to quote any price on a call, since the caller hangs up and dials the next advertisement

The problem

Does this sound like your business?

What owners tell us on the first call, in their words.

  • “The phone rings and nobody can say where the call came from”

    Every enquiry lands on the same showroom number, so search, the hoarding and the pamphlet look identical in the register. Spend then goes wherever the owner's instinct points.

  • “Half the calls go unanswered and nothing happens afterwards”

    There is no missed-call list, so the caller who rang once at 2 pm is never rung back. That call was paid for at full rate.

  • “The calls come, but they are for something you do not sell”

    A broad keyword pulls in people asking for spare parts, for jobs and for free advice. Your staff answer politely and the day goes.

  • “One tracking number was printed on everything”

    The same number on the van, the board and the newspaper means the report can say how many calls arrived, never which advertisement earned them.

What we do

Everything that is included.

Each deliverable, and what it gets you. Nothing here is an extra.

  1. Call intent map

    The situations that make your buyer reach for the phone, written in the words they search or say. Water leakage repair at midnight is not the buyer comparing annual contracts.

  2. Call-only and click-to-call buys

    Search campaigns that show a number instead of a link, call buttons on social placements, and the hours each one is allowed to run.

  3. A tracking number for every source

    Separate forwarding numbers for search, for the hoarding, for the pamphlet and for the directory listing, all of them ringing on your existing line.

  4. Ring time, routing and the after-hours plan

    How many rings before the call moves to the second person, who holds the phone on Sunday, and what a caller hears at eleven at night.

  5. Missed call register

    Every unanswered number listed with the time it rang, handed to your team the same day, so it can be returned while the buyer is still looking.

  6. Recording and the notice it needs

    Call recording set up with a spoken notice at the start, plus a listen to the first thirty seconds, where most enquiries are lost.

  7. A script for the opening half minute

    What is asked, in what order, and how a price question is answered without losing the caller. Written for your trade rather than a general greeting.

  8. Connected call reporting

    Calls that connected, calls that rang out, how long each lasted, and how many became a visit or an order.

How the result is measured

  • Calls connected against calls charged
  • Missed calls, and how many were rung back the same day
  • Cost per connected call by source
  • Share of calls that asked for something you sell
  • Appointments or orders traced to a call
  • Time before the phone is picked up

Recorded as a baseline before work starts, so every later report has an honest comparison.

How it works

How the call generation advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Listen to what already rings

    Before anything is bought we go through your recent calls and the counter register. Most owners find their largest source is one they never paid for.

  2. 2

    Pick the media that make people dial

    Search, social and the offline placements where a number is read and dialled, chosen against your budget and the hours you can answer.

  3. 3

    Put a number on every source

    Tracking numbers are set up and printed or loaded, so each advertisement reports its own calls from the first day it runs.

  4. 4

    Fix the answering before the spend grows

    Ring time, the second person and Sunday cover are agreed with you. We hold the budget low until calls are being picked up.

  5. 5

    Cut what rings wrong

    At the interval agreed at the start we drop the keywords and placements producing wrong-number calls and move that money into the hours when calls connect.

  6. 6

    Report connected calls against the baseline

    The report counts answered calls and what came of them, measured against the enquiry baseline recorded before the campaign started.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Are we charged for a call that nobody answered?
Yes, on most platforms. You pay when the dialler opens, not when your staff say hello, which makes an unattended phone the most expensive fault on this page. The missed-call list goes to your team weekly for exactly that reason.
How do we know which advertisement made the phone ring?
Each source gets its own forwarding number. The hoarding carries one, the search campaign another, the pamphlet a third, and every one of them rings your usual line. The report then splits calls by the number that was dialled.
Can the calls be recorded?
Yes, with a spoken notice at the start so the caller knows. The recordings are worth more than the count. They tell you whether the enquiry was lost by the advertisement or by the person who answered it.
We already run search ads. How is this different?
Same platforms, bought for a different outcome. A normal search campaign sends people to a page and waits for a form, while this one shows a number and bills for the dial. In a trade where nobody fills forms, the second is the cheaper enquiry.
What does a call campaign cost to run?
The platform spend depends on how contested your service words are, and a plumbing keyword in Bengaluru is not priced like an industrial part number. That spend is yours and is quoted before we begin. Our fee for planning and running the campaign is put in writing after we have read your brief and spoken to you.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

By industry

Call generation advertising, written for your industry.

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