Billable Guidelines

OptiMAX — Performance Advertising

Last updated: August 2026

This page explains how OptiMAX decides whether a call, lead, or appointment counts against a buyer's block of production. It is written in plain English and is informational, not legal advice. If anything here conflicts with the written agreement or order form you signed with us, the signed document wins.

The principle

You pay for genuine, consumer-initiated enquiries that match the criteria we agreed with you — nothing else. If a unit of production does not meet the standards below, it does not count against your block.

What makes a call billable

A call counts against your block when all of the following are true:

1. Consumer-initiated. The consumer picked up the phone or requested the call themselves in response to our advertising. We do not bill for contacts we dialled out of a purchased list.

2. Inside your buy box. The caller matches the geography, service type, and qualification criteria set out in your order form.

3. Engaged past the buffer. The call must remain connected to your team for at least 90 seconds after transfer. This is our engaged-call buffer: anything shorter is on us, not you. Time spent in our qualification step before transfer does not count toward the 90 seconds — the clock starts when the caller reaches you.

4. Not a duplicate. The same consumer has not already been delivered to you as a billable unit within the previous 30 days.

5. Compliantly sourced. The call was generated from our own advertising in line with our TCPA Compliance Policy.

What makes a lead billable

A web or form lead counts against your block when:

• It was submitted by the consumer on advertising we run and control.
• It is posted to you in real time — while the enquiry is still fresh — not batched or aged.
• It carries a complete consent record (what the consumer agreed to, where, and when).
• The contact details are valid and the consumer sits inside your buy box.
• It is not a repeat of a lead delivered to you within the previous 30 days.

What makes an appointment billable

An appointment counts against your block when the consumer shows — meaning they attend the scheduled call, visit, or meeting within the agreed window. A booking alone is not the billable event; the show is. No-shows are replaced, not billed.

What is never billable

• Wrong numbers, misdials, and test calls.
• Callers or leads with no genuine intent in the advertised service.
• Consumers outside your agreed geography or qualification criteria.
• Duplicates of any unit already delivered to you within the previous 30 days.
• Calls that disconnect before the 90-second engaged buffer is reached.
• Enquiries whose consent record cannot be produced.

Replacements

When a delivered unit fails the standards above, we replace it. Flag the unit within the window described in our Credit & Refund Policy, include the delivery reference, and tell us which standard it failed. Confirmed non-billable units are removed from your block count and a qualifying replacement is delivered in the normal flow of production. Duplicates and pre-buffer disconnects are typically caught by our own systems and credited automatically before you need to ask.

Questions

Email mike@optimax-ai.com and we will walk you through any specific unit.