For marketing agencies working with home service and trade clients, one of the biggest challenges is attribution. How do you quantify the value of phone leads? How do you ensure your marketing spend generates measurable returns?
BAM Advertising & Marketing, a Pittsburgh-based agency specializing in lead generation, found itself grappling with these questions. With a roster of clients in highly competitive industries, BAM needed a solution to track ROI and return on ad spend (ROAS) across multiple channels.
Faced with incomplete data and limited insights, BAM partnered with CallTrackingMetrics, a leader in conversation analytics, to transform how they tracked, analyzed, and optimized client campaigns that bolsters ROI.
Providing Data to Customers
Before bringing CallTrackingMetrics on board, the ad agency faced several barriers preventing them from providing clients with hard data. Specifically, they struggled with campaigns for home service and trade companies where they could not:
- Determine which marketing channels were generating phone leads;
- Assess the value and quality of the leads generated by each channel;
- Show clear revenue attribution, leaving clients unsure about the true impact of their marketing spend; and
- Scale high-performing channels or address underperforming campaigns.
To solve these challenges, CallTrackingMetrics was implemented into their proprietary BAM Lead Tracker (BLT) system. BAM officials were able to monitor campaign performance across multiple channels in a way they hadn’t been able to before. Key steps in the integration included dynamic number insertion (DNI), API integration, channel tracking and lead categorization.
Improving Campaign Performance
With clear insights into campaign data, BAM was able to identify high-performing and underperforming channels. The top-performing channel was Google Organic Traffic, which drove 41 new customers for one of BAM’s key clients.
Additionally, it optimized opportunities discovered in underperforming sources such as NextDoor, email marketing, and social media CPC campaigns, which had not recorded new customers. BAM reallocated resources away from channels with low returns to focus their spend on strategies driving measurable success.
As a result of the integration, BAM was able to assign ROI and ROAS with precision, including $106,500 in tracked ROAS from just one client’s paid search campaigns alone. Overall, they found that every $1 spent generated more than $13 in revenue for search campaigns, combining call and form data.