Pay Per Call and Pay per Click are both performance-based advertising models, and the main difference is not just the channels of computer or phone. First of all, there is a 10-15% higher closing rate for phone calls over online leads. While Pay Per Click can be vulnerable to click fraud, Pay Per Call has built on call tracking technology which safely tracks valid calls so that results and performance can be accounted for. Further, Pay Per Click takes you from one online place to another online place, and Pay Per Call marketing stretches to both online and offline advertising to include print, TV, and more.