Using Call Intelligence to Boost Leads and Maximize ROI

TESTIMONIAL

“Since partnering with Wolfgang, we have seen consistent improvement in ROI for Search. The team are results focused, constantly testing and seeking improvements to increase performance for Search and our digital marketing initiatives to grow the brand.”

Bladhana Richardson, Head of Marketing, American Holidays

WOLFGANG DIGEST

We were faced with a growing Google Ads account, however we didn’t have full visibility into the return on search investment, and a true value of the leads being driven by PPC campaigns. By combining call intelligence, real-time data synchronisation, and automated attribution, we increased leads by 22% and ROAS by 61%.

CHANNELS

Google Ads

BUSINESS GROWTH

+22% growth in leads (H1 2024 vs H1 2023)

+61% growth in ROAS (H1 2024 vs H1 2023)

THE CHALLENGE

After a period of post-pandemic growth for American Holidays following the return of international travel, we were faced with a growing Google Ads account, and were tasked with showing full visibility into the return on search investment, and a true value of the leads being driven by PPC campaigns.

Although we were happy with the growth we were seeing in the number leads being driven by PPC, we didn’t have full visibility on lead quality, which in turn limited us in terms of the data needed to make key optimisation decisions.

OUR STRATEGY

We needed to supplement the growing number of leads being driven by the PPC campaigns with further data, so that we could shift the focus from lead volume, to lead quality. In order to do this, we used Infinity, a software used by American Holidays to track calls and assist with call attribution to relevant channels.

Using Infinity, we could import transaction values from the client’s CRM and assign these to specific calls by matching up the phone number used during the booking process.

With this extra layer of visibility on what campaigns were driving bookings, we could then optimise accordingly and focus more budget on the higher revenue-driving campaigns, even if leads from these campaigns may have been more expensive than others.

INNOVATION USED

We wanted to introduce a system to bridge the gap between online engagement and offline conversions. Previously if a user landed on the American Holiday website via a Google Ad campaign and then phoned American Holidays that was the end of our visibility. We didn’t know if that user went on to successfully book a holiday.

American Holidays used a system called Infinity, to track phone calls and capture details such as marketing channel, campaign, and region. But tracking these calls was just the first step. If the user converted - whether during that call or at a later stage - the booking details, including destination, booking value, and customer contact information, were saved within the American Holidays CRM.

To take this a step further, a live import system was created providing a real-time data link between the CRM and Infinity. This ensured that every booking was matched to its original phone call, using the customer’s number as a unique identifier.

With this breakthrough in data integration, we could then import the booking information into Google Ads as an offline conversion. This meant that every campaign driving phone calls could now be directly attributed to actual revenue, allowing for smarter budgeting, optimised targeting, and greater return on investment.

By combining call intelligence, real-time data synchronisation, and automated attribution, we could close the loop between marketing and sales with unprecedented precision.

BUSINESS GROWTH

In H1 2024 we used this extra layer of data to help inform bidding decisions for the Google Ads campaigns, and optimise for revenue as well as lead volume.

This resulted in a growth in PPC quality leads by 22%, while also increasing PPC ROAS by 61% vs H1 2023.

From Clicks to Check-Ins