After gaining an 0800 number and promoting it, you could then always consider purchasing more to assign to different adverts and then track which ones generate the most customer call backs to determine the most successful adverts. On doing this, you would then save money on the poorer performing ads and focus on the ones that bring in the most business.
There are some good explanations here: http://www.dbs-uk.co.uk/telecoms/monitoring.html and here http://www.yodel.co.nz/services/phone/
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