Lets us look at How are advertisers using the click-to-call feature? And is it working? In this cast study; "Esurance, a San Francisco based auto insurance company developed an iPhone app that provides users with quotes, insurance information and claim resources. They also launched mobile optimized landing pages for campaign so that potential customers could easily get information via mobile web. Additionally, Esurance ran "click-to-call" ads on both feature and high-end mobile phones. To track the results of campaign, Esurance used unique 800 numbers in their ads and optimized performance as soon as campaigns went live."
"The results were impressive. Esurance significantly reduced acquisition costs, acquiring customers at 30% less than through other marketing channels. They also boosted conversion rates. Click-to-call mobile ads drove a 30%-35% higher response and a 5-10% lower cost per click on mobile than on online."