Data-driven marketers like you are rulers of the digital realm. You can analyze every bit of online data to determine exactly what drives ad clicks and eCommerce conversions. You’re armed with infinite digital data to optimize every ad, every keyword buy, and every bit of the online customer journey that leads to a sale. But when customers exit the online world and call to complete their purchase, get a quote, or make an appointment, you’re back in the dark days of guessing and gut feelings—you’ve entered the data dead zone.
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It’s no surprise that most consumers report calling a business when making a high-stakes purchase decision like getting a new roof on their house, getting a mortgage, or selecting a healthcare provider. It’s their first opportunity to see what kind of service you provide and it’s your only chance to make a great first impression.
Calls are a Marketing Data Dead Zone
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68%
of consumers will call before making a high-stakes purchase
Source: Invoca
They Expect Amazing Service—And They’ll Pay More to Get It.
While talking about roofing and interest rates is painful, consumers expect that the experience they receive is downright pleasant. Most consumers say that they will pay more for great service, which is awesome if you can provide it. If you can’t wow them, don’t expect them to be customers for long.
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35%
of callers who speak with a live person are leads
33%
of those phone leads convert
Phone Calls Convert More Customers
Phone calls convert customers at a 3x higher rate than online, so it’s critical that you get the experience right. It also means that connecting the data from phone calls to the rest of the omnichannel journey is critical to your success.
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63%
will pay more for great service
76%
will stop doing business with you after just one bad experience
The Phone
is the #1 preferred channel when consumers need help with a high-stakes purchase
LEARN MORE
Introduction
Attribute and Measure the Value of Calls
Section 1
Drive More Conversions With 1st-Party Data
Section 2
Reduce Wasted Ad Spend
Section 3
Improve Customer Experiences
Section 4
Activate Data with Martech Integrations
Section 5
How Invoca Works
Section 6
Customer Success Stories
Section 7
From home improvement to healthcare to mortgages and insurance, when consumers are making high-stakes purchase decisions, the majority of them will call before making a decision. Since most will call before they do business with you—and often convert over the phone—it creates a data dead zone between the online journey and when they ultimately become a customer (or not). Marketers who ignore the phone channel do so at their own peril. You would never fathom guessing about your online conversion rate. But when you make assumptions about what’s happening when customers call, you can’t prove your impact, you make bad optimization decisions, and ultimately waste your budget on ineffective marketing. That puts you and your entire team at risk, especially in today’s economic environment. In this interactive guide, we’ll show you how you can use conversation intelligence to escape the call data dead zone so you can defend your marketing spend and get the data you need to drive more performance from every campaign.
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Many of your customers will ultimately convert on the phone, whether that’s setting an appointment, getting a quote, or making a purchase. Most of them discover your business online before calling, and this is what causes your data dead zone. What issues do you face with marketing attribution and measurement because of this?
Next Chapter
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SECTION 1: solution
There’s no guessing about how many calls convert with Invoca conversation intelligence. It analyzes every call driven by your campaigns and calls made directly from your website so you can automatically detect and report call outcomes, conversion events, and caller intent. This enables you to quickly understand the critical moments in each call that result in revenue-generating conversions so you can increase conversion rates, decrease acquisition costs, and reduce wasted marketing spend.
Automatically track every phone conversion
Invoca gives you marketing attribution for the results of every call your campaigns drive with full visibility from click to call to conversion. Get attribution for every customer touchpoint that drives a phone call including paid search, display, social, website, email, and even offline channels like direct mail. Invoca’s easy-to-deploy website tag and dynamic number insertion technology makes it simple to start tracking calls and get granular attribution data — down to the search keyword level — so you can see exactly how customers interact with your campaigns and website before calling. You’ll get data including keyword, landing page, campaign, and GCLID to accurately optimize your campaigns to drive more high-value sales calls.
Get 1-to-1 attribution for every phone lead
I don’t know how many conversions happen on the phone.
Lack of visibility into phone conversions causes wasted ad spend
Many marketers spend a lot of budget driving leads to the phone without knowing the outcome of the calls. It’s a common blind spot that forces you to guess about what’s working and what’s not. This leads to spending too much on campaigns and keywords that don’t result in conversions and not enough on the ones that actually get leads on the line. If you don’t know who converted, you’re wasting ad spend retargeting people who already made a purchase, too. This results in low conversion rates, increased acquisition costs, and wasting ad spend on ineffective campaigns.
See how conversation intelligence gives you full visibility of every phone conversion your digital marketing drives
I can’t attribute phone conversions to my marketing campaigns.
Without attribution for calls, you can’t optimize your campaigns
Are the keywords you’re putting money behind driving leads to call or just getting people to call for driving directions? Are your Facebook ads getting calls for quotes or people calling to complain about your Facebook ads in their feed? Without attribution for the calls your campaigns drive, you’ll never know. With nothing to prove the effectiveness of your ads, you have no way to improve them, either.
See how conversation intelligence gets you 1-to-1 attribution for all the phone calls you drive
I can’t accurately measure my CPA.
You can’t improve what you don’t measure
We’ve found that when leads call businesses, they convert at upwards of 30%*—three times higher than they do online. And many book more than half their business over the phone. If you’re measuring CPA on clicks and guessing what happens on the phone, you’re only working with half the data you need to accurately measure your marketing acquisition cost and return on ad spend. We found that marketers who don’t track phone conversions overestimate their CPA by more than 40%**—and that’s basically money that you can’t spend on customer acquisition.
See how conversation intelligence helps you measure your true CPA
Know the Value of Every Call Marketing Drives
If your marketing is driving conversions over the phone, you need to accurately measure them and attribute them to your spending. With Invoca you get full visibility into all of the conversions that are happening on the phone so you can accurately measure your acquisition costs and optimize your campaigns to drive more leads. Here’s how that looks:
Measure your true CPA with full visibility into call conversions
* Invoca platform data, 2022 ** Invoca Marketing Acquisition Cost Benchmark Report
I know my ads drive calls, but I have to guess if they converted.
A lot of people are calling, but I don’t know why.
I can only track calls from Google Ads.
Guessing isn’t good enough for data-driven marketers
Many marketers find themselves guessing about what keywords and ads are driving conversions over the phone, and many times they’re wrong. You may have access to proxy metrics like call volume driven by ads, but that often leads you astray. Making assumptions based on call volume results in putting money behind ads and keywords that are driving low-value calls like existing customers calling for service. On the flipside, you’re probably not putting enough money behind the ones that are driving conversions. If you’re guessing about the outcome of calls that your marketing drives, you’re wasting money on ineffective marketing and selling yourself short.
See how you can optimize your campaigns with accurate phone conversion data
People might be calling for all the wrong reasons
You might know that 1,000 people call your business every day and 150 of those are conversions. But you don’t know what actually made them call. It could be your paid search ads. It could also be a bad online shopping experience that’s causing people to call who would rather convert online. If you don’t know why people are calling and converting on the phone, you don’t have the data you need to optimize your campaigns or to meet your customers’ experience expectations.
Learn how you can drive more online conversions with Invoca
Google conversion tracking can’t provide the full picture
Google’s call conversion tracking provides some useful insights, but it’s only part of the picture. You can only track calls from ads, ad clicks that result in a website visit, and mobile click-to-call ads. Calls driven by desktop search, organic website visits, social media, email, and other channels cannot be tracked, so you may not get visibility into the revenue all of your campaigns are driving. Additionally, while Google’s stand-alone call conversion tracking can tell you if a call was placed from an ad, “conversions” are determined by call duration, which may not accurately reflect what happened on the call. You don’t really know if the money you’re spending is driving conversions or people calling for driving directions. Without the ability to send accurate call conversion data from every channel to your martech stack, you can’t properly optimize all your campaigns.
See how optimize all your campaigns to drive more phone leads
SECTION 2: solution
With Invoca you know exactly what works so you can improve performance and stop wasting ad spend on ineffective campaigns. You can automatically detect call outcomes, conversion events, and caller intent and get granular attribution data down to the keyword level. You can also stream call conversion data to virtually any ad platform to optimize for sales calls. For example, you can inform Google Ads Smart Bidding with call conversion actions to automatically adjust your keyword bids to drive more conversions.
When you know exactly why people call your business, you can optimize your campaigns and online experiences to improve conversion rates online and on the phone. With Invoca, you can see where your customers drop out of the online purchase flow and call to get help or complete their transaction. With this data, you can identify friction points in your online experience to allow more customers to convert online, which reduces acquisition costs and allows your customers to buy the way they want to. Using Invoca’s digital intent-based call routing, you can also make sure that high-intent, high-value customers who want to call to complete their transactions get help from the right person, right away. This will improve your conversion rate on the phone and provide an amazing experience that helps build loyalty and customer lifetime value.
Learn why customers are calling
With Invoca, you can see exactly how a customer interacts with all your campaigns and website before making a call. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimize your campaigns to drive more high-value sales calls to every location. This data can be integrated with virtually any platform to orchestrate and optimize the entire customer journey, no matter how customers choose to interact with your brand before calling.
Optimize every campaign on every platform
Phone calls are the last untapped source of rich 1st-party customer data that you can use to optimize your marketing and make the most of your budget. If your customers often call before they convert and you don’t use that data, you’re putting yourself at a disadvantage. Are you facing any of these optimization challenges because you can’t track phone call outcomes?
Drive More Conversions With 1st-Party Call Data
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Previous Chapter
Data That Drives Performance
See an example
Here’s an example of optimizing on call volume vs. conversions. If you saw that “Corp Bank Mortgage” was driving the most calls, that’s where you’d put your money and pull back on the others. Makes sense. But once you see the conversion data, you’ll see that “First time mortgage” was driving way more conversions—and that you were putting your budget in the wrong place.
With Invoca, you can see exactly how a customer interacts with your campaigns and website before making a call. You’ll get data including keyword, landing page, campaign, and Google click ID to accurately optimize your campaigns to drive more high-value sales calls.
“Our biggest problem was that our phone calls were going into a data black hole. We couldn’t tie a sale back to the campaign that drove it and that made it difficult for us to optimize our media spend.”
– Anand Rao, SVP of Digital Business, Autonation
“Before using Invoca, we were missing attribution from an important piece of the customer journey: phone calls. This blind spot was making it hard to optimize our marketing campaigns and improve customer experiences.”
– Kellyanne Perez-Vera, Marketing Activations Manager, Verizon
I don’t know what campaigns & keywords actually drive conversions.
I base keyword and ad buys based on the call volume they drive.
I can’t accurately retarget phone leads.
Guessing about phone conversions wastes ad spend and raises CPA
When you guess about what campaigns, ads, and keywords are driving conversions on the phone, you’re making bad optimization decisions based on bad data. You might be wasting precious budget on ads and keywords that drive calls that don’t convert and not putting enough money behind the ones that do. It’s also likely that you’re underestimating how many conversions that your marketing budget drives over the phone. This will cause you to over-report your CPA and sell your whole marketing team short.
See how you can reduce wasted ad spend with attribution for phone conversions
Call volume is an inaccurate measure of your conversion rate
Learn how to use Invoca to drive more leads and reduce wasted spend
If you don’t know who converts on the phone, you’re wasting money on retargeting
Ad suppression is a key tool in the digital marketer's tool kit to eliminate wasted ad spend by ensuring that you aren't serving (and paying for) ads shown to existing or recently-acquired customers. However, it’s a challenge to track conversions if they’re happening on the phone. With no centralized system to track phone conversions, you’re likely retargeting customers who already made a purchase or appointment and failing to display ads to those who didn’t convert. It’s a double-whammy of wasting spend and missing opportunities to reel in high-intent customers.
See how you can accurately suppress ads to converted customers and reduce wasted ad spend
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On average, our data shows that up to 60% of calls to businesses are not revenue-generating leads. While people will always call for basic information, you need to make sure that your marketing spend isn’t being wasted driving calls that won’t convert. Do you face any of these challenges optimizing campaigns that drive phone leads?
Reduce Wasted Ad Spend & Drive More Leads
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SECTION 3: solution
“Many assumptions were made about what keywords we should bid on to drive traffic to our call center. But really, we had no idea if those keywords were delivering ROI.”
– Web Analytics Manager, YDesign Group
“Previously, we assumed that the quality of calls was consistent with the volume of the calls, and that simply wasn’t true.”
– Director of Digital Marketing, Amplifon Americas
With Invoca you know exactly what works so you can improve performance and stop wasting ad spend on ineffective campaigns. You can automatically detect call outcomes, conversion events, and caller intent and get granular attribution data down to the keyword level. You can also stream call conversion data to virtually any ad platform to drive more conversions online and on the phone. For example, you can inform Google Ads Smart Bidding with call conversion actions to automatically adjust your keyword bids to drive more conversions.
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By tracking all call conversions with Invoca and pushing this information into ad platforms like Google Marketing Platform, Skai, or Marin Software, marketers can automatically suppress ads to those who have already converted over the phone. This not only reduces wasted ad spend, it prevents you from annoying your new customers with irrelevant ads. You can also use Invoca conversation intelligence to identify callers who showed intent but did not convert. You can then retarget those callers and add them to your nurture stream to further increase your conversion rates.
Suppress ads to customers and retarget high-intent callers who didn’t convert
With Invoca, marketers can get full visibility into how calls are being handled by the contact center or business locations. It also provides a shared dataset that can help these normally siloed teams work together to improve the customer experience and conversion rates.
Marketers can provide better call experiences to improve conversion rates
With Invoca you can detect when your consumers leave your digital buying experience and call your customer service team. These are critical moments when your consumers face potential barriers to purchase. To get even more detail about the online-to-offline journey, you can connect Invoca to website experience analytics platforms like Decibel, Fullstory, and Quantum Metric. Once you’ve identified the pages that are driving digital abandonment, you can use Invoca’s AI to automatically locate trends from the calls. This will allow you to discover the “why” behind the digital abandonment on each page. This enables you to address online abandonment issues quickly, improve the customer experience, and boost your conversion rates.
Eliminate friction across the entire buying journey
Improve Experiences Online and on the Phone
SECTION 5: solution
In order to retain more customers, maximize your conversion rate, and increase customer lifetime value, you need to provide the best customer experience possible. However, without visibility into the phone channel, you might be letting your customers down. Click on the following common challenges to see how this is impacting your marketing efforts.
Improve Experiences to Boost Conversion Rates
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Marketing doesn’t have visibility or control of the call experience.
“Marketing can spend millions driving quality leads, but if the sales team doesn’t convert those opportunities to customers, it’s a loss.”
– Lorenzo Clark, Vice President of Sales, Windstream Communications
Lack of coordination with the contact center tanks your conversion rates
Many marketers have little to no visibility into what’s happening in the call center or with sales teams that handle phone leads. You use your budget to send leads to the phone, but you have no idea how the contact center or business locations are handling those calls. You may think that how sales teams handle leads is not your concern, but they might be inadvertently tanking your conversion rates by handling calls poorly. With a lack of shared data or platforms, it might seem impossible to improve this relationship—and your conversion rates.
Learn how you can improve conversion rates and democratize data across your organization
I don’t know how our customers actually talk about our products.
Your messaging might be missing the mark
Do you really know how your customers talk about your products and services in real life? Diligent keyword research helps you gain an understanding of intent signals and how your customers discover your brand, but it is missing a level of nuance that comes from actually listening to your customers talk about their pain points and needs. Without visibility into the conversations that your customers are having with contact center agents or reps at business locations, you might be missing out on details that can help you fine-tune your messaging and website content that could help you acquire more customers and improve the experience they receive.
Learn how Invoca enables you to take action on the voice of your customers
Too many customers are calling who should be converting online.
Broken online experiences might be causing abandonment
Anything from a poorly worded product explanation to a broken online shopping cart might be causing leads to abandon the digital experience and call to complete their purchase. This is a frustrating start to your relationship with customers and it costs your business more to convert customers on the phone. Without a conversation intelligence solution in place, you may never know why customers are abandoning the digital purchase flow or why your conversion rates are lower than they should be. Worse yet, a bad online experience drives many potential leads to your competition.
See how Invoca enables you to eliminate friction across the entire buying journey
When you can listen to your customers at scale, you can learn exactly how they talk about your products, what questions they have, and problems that they experience while trying to make a purchase. With Invoca Signal Discovery, you can understand the trends in your customer conversations and uncover customer behaviors, motivations, and outcomes. You can view a wealth of marketing data that enables you to precisely tailor communications to meet your customers’ needs. If you have a sneaking suspicion about something that might be happening on calls, you can also use global transcript search to search for phrases and keywords across all calls that are analyzed by the platform.
Create campaigns & content that speak to your customers
Here are just a few ways that marketers can use Invoca to improve the customer experience:
Intent-based call routing
uses digital journey data to get customers to the right agent, right away. This results in shorter hold times, fewer transfers, and more satisfied customers who are more likely to buy.
Personalize every conversation
with real-time screen pops that reveal caller intent based on calling web pages, pre-call search keywords, and more, giving agents the context they need to provide empathetic service and close more deals.
Improve collaboration
between marketing and sales with a democratized data set that reveals lead and call handling quality across the organization. No more blame games between marketing and sales—just data to help you improve performance.
Digital Ad Platforms
Activate Your Call Data in Real Time with Integrations that Work
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The #1 reason companies switch to Invoca is the quality of our integrations. We have 45+ certified integrations and over a dozen no-code integrations for popular platforms like Google Analytics, Facebook, Salesforce Marketing and Sales Clouds, and more. Invoca’s quality data delivery, webhooks, and extensive API library means that we can also stream call data to virtually any platform—even homegrown solutions. What integrations do you want to learn more about?
Analytics
CRM
Social Media
Personalization
Customer Experience
Google Ads
Digital Advertising Platform Integrations
Stream call data from Invoca to virtually any ad platform in real time to get insight into which paid media efforts are driving people to call so you can spend more effectively, drive more conversions, and even increase performance across all channels. You can automate and optimize your keyword bidding with call conversion data, create high-value lookalike audiences, and more.
Microsoft Ads
Adobe Ad Cloud
Search Ads 360
Salesforce Marketing Cloud
Adobe Experience Cloud
Connex
Criteo
Marin
Skai
Google Marketing Platform
Facebook
Contentsquare
Adobe Analytics
Google Analytics
Join your call tracking data and conversational analytics with digital data in your analytics platform to measure and attribute inbound calls with the same accuracy as online actions. You'll understand which marketing campaigns and pages are driving calls for true attribution and more accurate optimization.
Analytics Platform Integrations
HubSpot
Automate lead creation and enrich customer profiles in your CRM with customer conversation and phone conversion data. Closed-loop reporting allows you to track leads all the way to closed or lost so you know exactly which calls are converting for better optimization.
Customer Relationship Management (CRM) Integrations
Quantum Metric
Optimizely
FullStory
Decibel
Auryc
See exactly where consumers leave the eCommerce flow and pick up the phone to drive more online conversions. Discover and fix eCommerce breakpoints for higher conversion rates and better experiences and discover and optimize flows that drive calls and convert them more quickly with Invoca’s customer experience platform integrations.
Customer Experience Platform Integrations
Adobe Target
Adobe Audience Manager
Tie the online experience to the phone call to create audience target segments and individualized interactions. Orchestrate targeted omnichannel customer experiences using insights like customer campaign engagement data, rich call demographic data, and verbal interest in products and offers. You can also create more accurate A/B tests that incorporate online and offline data and more with Invoca’s web personalization platform integrations.
Web Personalization Platform Integrations
Instagram
Snapchat
Track and attribute calls and create high-value lookalike audiences for your social media advertising with Invoca social media integrations.
Social Media Platform Integrations
Click any integration to learn more.
“Our old platform was unreliable, and integrations never worked the way we wanted them to — it was just too hard to get the data we needed out of the platform.”
– Jeff Stewart, Assistant Vice President of Digital Communications, Vitas Healthcare
Invoca uses an easy-to-deploy snippet of Javascript on your website to automatically replace the phone numbers on your website with dynamic phone numbers. This means that each user sees a unique phone number, which enables you to track the digital buying journey that leads to the call.
Tracking calls with Invoca
1/5
2/5
Invoca’s class-leading Signal AI conversation analytics automates call listening to categorize calls in real time, giving you the data you need to convert more prospects, make your customers happier, and drive campaign performance through the roof. You can track conversion events like purchases, service activations, and appointments to enable true and transparent attribution for all your marketing efforts.
AI-powered conversation analytics
3/5
With Invoca you can improve the buying experience and reduce call handling costs by dynamically routing calls to the right location or department every time. Invoca captures first-party buyer intent data throughout a consumer’s digital journey — things like Google search keywords, website clickstream data, and unique digital identifiers — and uses that to inform call routing in real time.
4/5
You probably know how many calls you get per day, your call duration, and even the value of your typical sales call. But does that really help you understand your customers? Watch this video to learn how Invoca provides deeper insights into your customers’ buying behavior to accelerate your revenue and provide great experiences.
Understand customers at a deeper level
5/5
Telecom industry-recognized “excellent” call quality rating
Leading call fraud detection and protection technology
100% Platform Uptime (2021-2023)
Invoca provides compliance without compromise. It keeps customer data secure, connects calls reliably, and is available when you need it.
Security, Compliance, and Uptime
Watch this video to learn how it works
Watch this video to see how Signal AI works.
Watch this video to see how it works.
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Watch this video to learn how Windstream Communications uses Invoca to drive more high-quality leads, convert more customers, and provide a better customer experience with Invoca.
Rogers
Rogers uses Invoca’s AI to understand not just which customers convert over the phone, but the average value of the conversion for each customer type. They then feed this revenue data into Google Ads to inform Smart Bidding. Smart Bidding weighs their bids in proportion to their returns, decreasing their cost per acquisition by 82% in a two-year period. They also use Invoca’s call conversion data to inform lookalike targeting and suppression across their entire martech stack, so the right prospects get the right ads at the right time.
TELECOMMUNICATIONS
Get the full case study
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The Story
The Results
The results with Invoca’s Google Ads integration have been phenomenal, to say the least. The benefits are constantly compounding with such minimal lift for the returns. I’ve never had a product where I spend more time selling people on the results than doing the work to get it going.”
Charlie Farrell, Senior Manager of Search Engine Marketing
Book a demo
Schedule a personalized demo today to learn more about Invoca AI-powered conversation intelligence.
Case Studies
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82% two-year decrease in cost-per-acquisition from Google paid search
18% lift in net revenue from paid search campaigns
2x increase in volume of qualified leads
2/8
Dish
With high subscriber acquisition costs, DISH’s marketing team wanted to optimize their paid media for lifetime value (LTV) — but they had to find a way to do so for both online conversions and phone call conversions. With the help of Invoca, DISH created a closed-loop attribution model for online and phone call conversions. DISH then passed Invoca data into Google Ads to improve ROAS and target customers with the highest predicted LTV.
“Invoca helps us understand the potential value of a customer so that we’re optimizing our media accordingly. If there’s someone who takes $700 to acquire but they have a potential value of $6,000, that’s money well spent. And without Invoca’s ability to tie the online journey to the phone call journey, we were unable to determine that.”
Russell Bangert, Director, Digital Marketing
500% lift in ROAS
15x lift in conversions
60% increase in conversion rate
3/8
eHealth
HEALTHCARE, DENTAL, AND MEDICAL DEVICES
eHealth wanted to get attribution for the phone call conversions its paid search ads drove. To close the attribution loop, eHealth integrated Invoca with Google Ads. This allowed them to optimize their paid media against events that were happening on the phone, resulting in a 20% decrease in CPA and a 20% increase in conversion rates — just by feeding Invoca data to Google’s Smart Bidding algorithm. They were then able to reinvest their savings in future campaigns, multiplying their efficiency gains.
“One of the great things about Invoca is that it acts as a hub for us. A lot of data goes into Invoca and we’re able to connect it to Google Ads, SA360, Bing, Facebook, Adobe Analytics, and more.”
VP of Analytics and Reporting
$3 million+ in cost savings
60% reduction in click-to-call CPA
20% reduction in CPA
20% increase in conversion rate
4/8
1-800-GOT-JUNK?
HOME SERVICES
1-800-GOT-JUNK? uses Invoca to track their true ROAS from paid search campaigns. Soon after the marketing team started using the platform, they realized they had been significantly underreporting their call revenue to their franchise locations. The team then fed Invoca’s call attribution data into Google Ads to inform the Smart Bidding algorithm, allowing them to further cut cost per lead.
“With Invoca, we can see true ROAS, particularly for paid search, and that’s crucial because our franchise partners are now increasing that spend. It’s essential that we get it right, and thanks to Invoca, now we can.”
Marie Fitzgibbon, Director of Acquisition
Over 10% increase in bookings — with no incremental spend
Over 20% boost in call conversion rate
Over 30% rise in the number of booked calls
5/8
Sylvan Learning
EDUCATION
To truly optimize its enrollments and reduce cost per lead (CPL) from search, Sylvan needed complete, accurate attribution data for every conversion: web forms and phone calls. Invoca’s call tracking data helped Sylvan measure its true cost per lead and optimize its bidding strategy to reduce its CPL. Sylvan also uses Invoca to monitor what happens on the phone leads it sends to its 750 locations. If there are certain locations whose numbers aren’t measuring up with the rest, they can dig into the data to correct the issue and increase conversion rates.
"The results have been amazing: This year with Invoca, Sylvan has increased leads by over 33% from search marketing—all while keeping cost per lead flat. We are extremely pleased with how much we’ve been able to scale.”
Seth Lueck, Senior Online Marketing & SEM Manager
33% increase in leads from paid search
No increase in cost-per-lead
6/8
Comfort Keepers
SENIOR CARE
Most people engage with Comfort Keepers’ Google Ads campaigns by calling. Comfort Keepers needed visibility into what was happening on these calls at scale so they could optimize to drive more high-quality phone leads. With Invoca’s Google Ads integration, Comfort Keepers now understands which calls from Google Ads keywords, ad groups, and campaigns were valid sales or job leads and if they converted. This allows Comfort Keepers to drive more high-quality phone leads while reducing cost-per-call.
"Comfort Keepers’ main goals for Google Ads are to find people who buy their services and people qualified to work for franchisees. It’s very important for us to be able to only use calls that fit those categories in our decision making, and that’s what Invoca’s AI provides. We now have the data to optimize bid strategies towards driving the most relevant calls.”
Bryan Huber, Worldwide Vice President, Digital Marketing
20% increase in sales inquiries from paid search
50% increase in phone sales conversions from paid search
59% increase in annual call volume from Google Ads
14% increase in conversion rates from job applicant calls
50% lower overall cost-per-call
7/8
MoneySolver
FINANCIAL SERVICES AND INSURANCE
Phone calls are an important conversion point for MoneySolver’s marketing team and they needed granular attribution to track and optimize campaigns. With Invoca’s Google Ads integration, MoneySolver gets attribution for which campaigns, ads, and keywords are driving the highest quality calls, so they can double down on their best programs and avoid wasting spend on underperforming ones. In addition, MoneySolver uses Invoca to QA sales agent performance and ensure phone leads from Google Ads are being converted at a high rate.
"Invoca’s Google Ads integration has been really beneficial for our marketing team. Google knows how to optimize for high-performing phone leads because it gets attribution data from Invoca right away. This has helped us increase our return on ad spend by 30%.”
Christina Rosa, VP of Marketing
30% increase in ROAS from digital marketing and affiliate programs
2x increase in close rate at the contact center
8/8
ISG
AGENCY, PAY-PER-CALL AND PERFORMANCE
The majority of ISG’s conversions happen over the phone, but they didn’t have a clear view of which marketing campaigns and website pages were driving the best sales calls. Now, with Invoca, ISG can get granular call attribution from Google Ads. This allows them to understand the quality of calls each keyword and search query is driving. As a result, they can allocate more budget to their best-performing campaigns and cut spend on campaigns driving non-sales-related calls.
"The results from integrating Invoca with Google Ads Smart Bidding have been fantastic. We’ve increased conversion rates while lowering our cost per acquisition. Plus, the automation and scaling benefits have taken us to the next level.”
Jason Hazlewood, Director of Online Experience & Usability
80% reduction in wasted ad spend
50% increase in total revenue from non-branded paid search keywords
50% increase in order volume from non-branded paid search keywords
