How Joe Troyer Same-Day Closes Local Clients on Pay Per Lead SEO Deals

In this episode, I’m sitting down with Joe Troyer to talk about local PPL for SEOs.

Joe runs a local lead generation agency, where they build up local sites then sell the calls and enquiries to local businesses.

In this episode, we cover:

  • How to price your leads
  • How to close PPL deals without even owning a website
  • The best type of industries to work in for SEO PPL
  • The 3 biggest mistakes most people make when doing PPL

Watch it here:

Or Subscribe to the show on iTunes.

Links and Resources Mentioned:


About Daryl Rosser

Daryl runs a six figure SEO business primarily focusing on local clients. He's extremely analytical, and his favourite ranking strategy is using PBN's.

37 Responses to “How Joe Troyer Same-Day Closes Local Clients on Pay Per Lead SEO Deals”

  • Matt  January 13, 2017 at 5:36 pm

    Awesome episode. So true about blue – white collar workers, it’s all about “over analysing things” the more you’ve been educated, which slows down even simple decisions.

    • Daryl Rosser  January 13, 2017 at 5:42 pm

      Thanks Matt. I agree, it was a great point and similar to what I’ve found from dealing with clients myself.

  • Joe Troyer  January 13, 2017 at 11:32 pm

    Thanks for having me on! If you guys have any questions let me know…

    • Daryl Rosser  January 14, 2017 at 2:49 pm

      Thanks for coming on the show and sharing so much man!

    • Jesse Murdock  February 2, 2017 at 10:21 am

      Hey Joe, I have seen you on youtube a few times. I love your ideas. Man is there one resource you could direct me towards so that I can learn to set up that killer pay per lead service! I am really good at getting people to trust me so with this one two combo I can instantly increase my cash flow! Dude you rock!

  • Ali Muhammad Iqbal  January 13, 2017 at 11:37 pm

    Thanks for sharing this.i learned a lot of about lead gen websites and what type of clients to target on lead gen and client seo.

  • Dennis c  January 14, 2017 at 12:42 am

    Great interview! I’m into ppl now and watch a lot of Joe’s stuff and even I learned a few things and got some confirmation on some questions. Great stuff. Thanks!

    • Joe  January 14, 2017 at 7:30 pm

      Very welcome Dennis!

  • Steve Stewart  January 14, 2017 at 3:50 pm

    This was the best interview I’ve seen since I found Lion Zeal. I’ve been transitioning into becoming an SEO agency recently, but now I’m going lead gen all the way.

    The specific points that stood out to me were:

    1. Faster gratification (making money faster)

    2. Blue collar focused (I’ve already been telemarketing in related niches for over 20 years, so it’ll be an easy transition)

    3. Lower risk of cancellations and chargebacks

    4. More long term business that’s built on assets that I’ll own and control, so even if someone does cancel I can simply sell the leads to their competition and not miss a payday.

    5. Being able to avoid the risk of working on property owned by someone else.

    And much, much more.

    I’ve already written down all the key points and steps. I’ll be on the phone next week.

    Thanks, Joe!

    • Joe  January 14, 2017 at 7:30 pm

      Glad you found it valuable Steve!

  • kaushik Dutta  January 14, 2017 at 6:26 pm

    Hi Joe,
    I am making a PPL sie. I need few pieces of information which will help me a lot.

    1. How do you get the local address for making citations, GEO tagging, Schema etc..

    2. How many businesses get leads from your one site ?

    3. can you refer any economical call tracking system ?


    • Steve Stewart  January 15, 2017 at 12:23 am

      Hi Kaushik,

      I’m obviously not Joe, but I think I may be able to answer your questions.

      #1. Since you’re getting the customer before you build the site, you don’t have to worry about it until then. Once you get the customer you can get their local address then.

      #2. He said in the video that if a business tells him that they can’t handle anymore new leads in a month then he’ll find a second, third, etc business to take them, so the answer would be “as many businesses as you need to in order to sell your leads.”

      #3. I believe Joe has his own call tracking software. Just Google “Joe Troyer call tracking”. There are also other companies you can use. I’ve used Callfire in the past.

      Hope that helps you.



  • Joe  January 14, 2017 at 7:29 pm

    Hey Kaushik

    Happy to help…

    1. How does any business get an address… there’s so many ways. Pick one.

    2. Depends on the niche and the city we target. I have sites that get 50 calls a week and sites that get 5.

    3. Analytic Call Tracking & twilio. Will give you the best long term and scalable solution. (I own it)

  • Steve Stewart  January 15, 2017 at 12:10 am


    Regarding cold email outreach, can you recommend any reputable emailing platforms? Also, do you bulk email or do you pre-qualify by manually looking for a certain type of business, as in the size of the business, how much they’re earning per year, etc? Finally, do you have an example of a script you use?



  • Steve Stewart  January 15, 2017 at 12:25 am

    Hey Joe!

    One more thing, you’re giving a BIG discount on your call tracking software to all the Lion Zeal people, right?


    • Joe Troyer  January 16, 2017 at 2:17 pm

      Hey Steve, took me a bit to find this because we never discount Analytic Call Tracking – here’s 30 days for free to get your feet wet and ensure it’s the right fit:

      • Steve Stewart  January 16, 2017 at 2:39 pm

        Awesome! Thanks, Joe!

  • Steve Stewart  January 15, 2017 at 3:13 am


    Just thought of something else. Do you have a pay per lead contract or example contract that you can share? I was listening to the video again and it dawned on me that I really should have something in place that defines exactly what a lead consists of per the agreement, price, quantity, etc.

    Much appreciated!


  • Steve Stewart  January 16, 2017 at 12:46 am

    Hi Joe,

    I found a lot of answers on my own, but one I could really use some advice on is how do you define exactly what a lead consists of? Examples, Name, Address, Phone, Email, minimum duration of a call like 30 seconds, etc? What do you deem to be a legitimate lead?

    I’d really appreciate your advice.



  • Joe Troyer  January 16, 2017 at 2:19 pm

    We charge for “intent” in service area and calling for their services.

    That being said 90%+ of everything over 45 seconds then is billable…

    • Steve Stewart  January 16, 2017 at 2:41 pm

      Perfect. That’s exactly what I needed to know. I’ll be on the phone tomorrow. 🙂

      Thanks again!

  • fernando vela  January 16, 2017 at 8:36 pm

    Hey Joe!

    Thanks for the great info! Where can I go to sign up for the paid courses and/or the mastermind program?

    – Fernando

  • Joeseph  January 16, 2017 at 9:04 pm

    Hey Joe,

    Thanks for the awesome info and your time. Just had a quick question.

    So im no stranger to cold calling, closed a couple SEO deals by picking up the phone but i have watched a couple videos from you and realized PPL is where i want to go.

    So my question is, when you are selling first before having leads come in, how do you get the client to pay you up front without them expecting to pay you at the end of each month after the see all the leads coming in? Because you said you charge in some niches $125 per call so how do you figure you want to deliver 10 calls at $125 each and get them to pay you that upfront? I am just confused on what to say on the phone when you want to sell PPL first before you have leads coming in. If my question is confusing i can reword it

    Thanks in advance Joe

    • Steve Stewart  January 21, 2017 at 2:32 am

      Hi Joeseph,

      I’m obviously not Joe, but may be able to help. He does talk about this in the video. The “block of 10” seemed kind of like a fall back position if the prospect balked at taking more.

      I wouldn’t be afraid of asking for a retainer. You ask for a retainer with SEO, right? If you’re doing TV, radio, classified ads, Yellow Pages, direct mail or practically any other type of advertising, they’re going to make you pay upfront and give you ZERO guarantees, right?

      You’re giving them a signed contract stating that you’ll deliver 10 quality leads to them. You’re offering them guaranteed RESULTS for their money! That’s almost unheard of!

      So don’t be afraid to ask for a retainer. Just be sure to deliver once you’ve been paid.

      Hope that helps.

  • Steve Stewart  January 17, 2017 at 12:20 pm

    Hey Joe,

    I just thought of something else. What size cities do you tend to target? Is there a minimum population metro area that you’d start at?

    With your “L.A.” example I’m assuming that nothing’s too big. I’m just wondering if you have a cutoff point where you’d consider an area to be too small? I was just about to start keyword research but I’m not exactly sure where to begin.



  • Thierry  January 18, 2017 at 10:10 pm

    Hi Joe,

    Do you send directly the calls that you obtain with your video or your website ranked on Google to your clients by redirecting them to their own company call services ou do you sell the leads that you have yourself on the phone and who actually want to hire the company you’re in contract with and are veriefied clients for them ? (sorry if my question is not very clear I’m French…)

    If you just sell them the calls without knowing if they will convert, how do you determine the conversion rate they will have ? Are they gonna pay you for calls that won’t convert into clients, or have you a way to check that ?


    • Steve Stewart  January 21, 2017 at 2:37 am


      Joe explains how to find out how to do this in the video. He asks them apx how many people who call out of 10 will get an estimate. Then he asks how many jobs out of 10 estimates he’ll get.

      I’d watch the video again. I’ve watched it like 4 times now and have pages of notes that I’m going through and separating so I have rebuttals on one pages, phone script on another, etc. The rest I’ll have to figure out as I go, I guess.

      Good luck!

  • Thierry  January 21, 2017 at 12:50 pm

    Thanks Steve for your useful answer !

    I’ve first downloaded the video and converted it to mp3 so that I can listen to it in my car, but it will be easier for me to not miss something by watching the video, I will check again ! Lots of very interesting ideas to apply…

    Thanks and good luck !

    • Steve Stewart  January 21, 2017 at 2:44 pm

      You’re welcome, Thierry. I listen to it with a notebook and pen so I can pause or rewind it, write down exactly what was said, and then I have it and can sort out the notes later.

      Other helpful videos are on YouTube from Matt Stack (who bought Joe’s course) who’s having success. Also, I like the interviews that Brian Burt does with Stephanie Franklin. There are two of them. They’re over an hour each, but have some useful information.

      I think the best thing to do is like Joe said, though. Just get the basic script down, start sending cold emails to businesses in the niches he said to target, and then follow-up on every single email with a phone call. I know of others who are selling SEO this way and are doing VERY well.

      Good luck to you, too!

  • Thierry  January 21, 2017 at 10:50 pm

    Thanks for the links Steve, you can also see a lot of stuff here :

    you can have a trial for their courses for $1 for 35 days with a lot of great content, check this out !


    • Steve Stewart  January 21, 2017 at 11:10 pm

      Thanks! I’m already a lifetime member of Local Profit Breakthrough. 🙂

  • Chandler Smith  February 7, 2017 at 7:31 pm

    Just purchased and setup ACT after watching this.

  • Bogdan Osipov  February 27, 2017 at 3:20 pm

    Awesome interview guys, I really learned a lot from this on pay per lead and business in general.
    Joe, do you mind sharing a basic PPL contract template?
    I would really appreciate it, so far I haven’t found any decent ones online…
    Thanks a lot!

    • Daryl Rosser  March 5, 2017 at 6:01 am

      Glad you enjoyed it Bogdan!

  • Paulo  April 17, 2017 at 5:29 pm

    I used this interview to get my very first client a $25 per call for a local painting and decorating contractors (so thank you!). I’m using a blend of SEO and adwords to generate phone calls for this client but the search volume is so low (I guess people tend to paint their own houses) but that’s not the point.

    I am on the verge of a second client a plastic surgeon however he is reluctant to pay up front however this is a better niche which I charge more money at $75 per lead however the client does not want to pay upfront, so I will have to set up a website, social profiles, video marketing, etc in a niche that is highly competitive (liposuction) and shell out, what if he decides to change his mind? oh yeah and he also wants to keep the site that I send him leads from?

    I want to take the deal because it’s my second client but I kind of feel like this guy is trying to screw me.

    Can you let me know if this is normal and if you have any problems getting money from clients.

    Joe – I don’t know if you check this but I would really appreciate some advice.

    Kind Regards

    • Daryl Rosser  April 21, 2017 at 9:44 am

      That’s awesome man, congrats.

      As for your question, personally, I wouldn’t waste a minute on them if they’re not willing to invest any money themselves.

  • Rick Mueller  June 10, 2017 at 8:13 pm

    Hey Daryl & Joe, great interview and info on pay per call. I didn’t catch it but does Joe have a course he sells outlining his process & system? Thanks.