The book · coming soon
Customers On Demand
My underground guide to growing any business with unlimited inbound calls. Here's the full map before it even hits the shelf: eight chapters that take you from a dead outbound world to a phone that rings like clockwork.
Print, Kindle and Audible links go live when the book ships
Outbound is Dead. Welcome to the New World
I open with the collapse of outbound calling: consumers stopped answering their phones, and the FCC's one-to-one consent rules ended the old model of reselling data leads. Consumer-initiated inbound calls are the replacement, converting at rates of 30 percent or more because callers already want what you're selling. I set out who the book is for, why call tracking is essential, and why businesses of any size can win with inbound.
Building Foundations
A crash course in the language and mechanics of Pay Per Call: call tracking versus phone systems, publishers, payouts, conversions, CPA, revenue per call, duration-based conversions, caps, duplicate controls, warm transfers, campaigns, and call flows. I also give you a tour of every major traffic source, from search and social to TV, direct mail, and email, and why each converts differently. By the end, you can walk into a room of industry veterans and hold your own.
The Pay Per Call Growth Engine
I introduce my five-step framework for turning inbound calls into a repeatable, scalable revenue system, then dive into Step 1: knowing your numbers. You'll establish a baseline with unique tracking numbers per marketing source, calculate conversion rates and CPA, and treat faster qualification as a competitive weapon that wins publisher loyalty. I close with a core theme of the book: treat publishers as long-term partners, not disposable traffic.
Building a Sales Training Program
Step 2 shows you how to build a repeatable training program from your own recorded calls instead of guesswork. I walk through transcribing 100 calls, extracting the qualifying and disqualifying questions that actually drive sales, sanitizing transcripts of personal information, and using my ready-made AI prompts to find consumer patterns by traffic source. You finish with a blueprint for turning real conversations into training materials, tracking agent performance, and eliminating cherry-picking.
Finding Partners & Structuring Your Campaign
Step 3 covers structuring an offer publishers actually want to run: standard payouts and conversion durations, realistic geographic targeting by state or zip code, and a lawyer-drafted insertion order that puts every rule in writing. I explain the principle that buyers pay for calls, not sales, and show you how to handle disputes, ask publishers the right questions, and optimize traffic together. The through line is reputation: buyers who play the long game get the best calls first.
Review & Optimize
Step 4 makes the case that Pay Per Call is never set-and-forget, so I give you a review cadence from hourly checks on new publishers to monthly strategy sessions. You'll learn to spot coached and fraudulent calls, benchmark metrics like handle time, front-end and sales conversion rates, cost per call, and gross versus net ROI, and calculate the true cost of a sales operation. It closes with a mindset shift: once the math works, scale first and optimize later.
Grow & Scale
The final step of the Growth Engine turns a working campaign into a high-performance sales organization. I show you how to recruit and onboard agents in manageable training classes, manage the floor with transparent data-driven milestones, raise caps with your best publishers, and diversify call sources so no single partner can stall the business. I also reveal the off-hours opportunity, where cheaper ads and more motivated late-night callers create margins most competitors never see.
Introducing Ringba X
Here I introduce Ringba X, the call exchange that gives buyers real-time auction access to inbound calls generated exclusively by Ringba customers across verticals like insurance, home services, and financial services. You'll learn how bidding, geo-targeting, and quality scores work, and why answering every call earns better pricing and more volume. It's built for operators ready to commit at least $2,500, with a $500 call credit after the initial spend.
Pay Per Call is the Ultimate Competitive Edge
I close by contrasting buyers who guess with buyers who run systems: the ones who track their numbers, train their teams, and build win-win publisher relationships outlast everyone else. You leave with the book's core conviction that consistency and data beat luck, and my final charge: enjoy the process and go build something great.
The companion workbook
The System Workbook
The System Workbook is the implementation guide: my Growth Engine turned into a step-by-step process you work through until the phone rings.
Introduction
I set up how to work through the book: which AI tools to use, a six step process for running the clearly marked AI prompts, and firm rules on what not to use AI for. A critical section teaches you to sanitize all personally identifiable data before uploading anything to AI tools. It opens with the Ringba X special offer and a not legal advice disclaimer.
Chapter 1: Outbound Is Dead, Welcome to the New World
You make one decision by the end: whether transitioning to inbound calls makes sense for your business. Calculators document your current outbound reality, your maximum affordable cost per call, and revenue models at three call volumes, feeding a go or no go decision framework. A stakeholder presentation builder template helps you sell the transition internally.
Chapter 2: Building Foundations
The infrastructure chapter: you inventory your technology and integration requirements, run competitive intelligence, and make the core campaign decisions on starting payout, geographic targeting, duplicate call window, caps, hours, and traffic restrictions. Everything rolls up into a complete offer sheet template plus publisher communication and a pre-launch readiness checklist.
Chapter 3: The Pay Per Call Growth Engine, Quick Reference Guide
A bookmarkable cheat sheet rather than a work chapter, mapping to Chapter 3 of Customers on Demand. You get a full pay per call glossary plus quick reference formulas for conversion rates, cost per call, cost per acquisition, and the other numbers used throughout the workbook.
Chapter 4: Building a Sales Training Program
You build a documented, repeatable training system from your own call recordings, with AI doing the heavy lifting after a mandatory data sanitization checklist. Ten sections walk through mining transcripts for qualification questions, analyzing consumer behavior, writing objection scripts, developing call scripts, assembling a training binder, and setting agent performance milestones and agreements. Training modules on conversion duration, anti cherry picking, and traffic source education round out a program that works for 5 agents or 500.
Chapter 5: Finding Partners & Structuring Your Campaign
Theory becomes paperwork and relationships: you finalize your offer sheet with a one page outreach version, an insertion order essentials checklist, and five ready to send publisher email templates. Decision frameworks cover Ringba X versus direct publishers, test budgets and success criteria, and when to optimize versus cut a publisher, plus worksheets for finding publishers, segmenting traffic sources, and managing payments and relationships.
Chapter 6: Review & Optimize
You install an operating cadence: hourly, daily, weekly, and monthly review schedules, a metrics tracking dashboard, and baseline benchmarks with alert thresholds. Fraud detection checklists and AI prompts catch coached calls and suspicious patterns, while agent scorecards, publisher review tiers, an optimization log, and a quarterly business review keep the whole operation improving.
Chapter 7: Grow & Scale
A systematic path from small operation to scaled business: you pass a growth readiness assessment across financial, operational, publisher, and team dimensions before touching anything. Templates cover growth scenario modeling, a 90 day growth plan in three sprints, job descriptions, batch hiring, recruiting source tracking, and milestone management at scale. Worksheets on publisher diversification, extended hours profitability, floor management, risk management, and scenario planning stress test the plan.
Chapter 8: Ringba X
You weigh Ringba X against building a direct publisher network, and most successful buyers end up using both. I lay out the readiness requirements, how pricing works, how to apply, and the offer of a $500 call credit after spending your first $2,500, ending with a concrete next step.
Conclusion: A Note from Adam
A closing letter from me on why I built this system: I want you to win the shift from outbound to inbound that's already underway. You leave with the blueprint complete and a challenge to execute.