What Happens When You Go Beyond Call Tracking? Three Agencies Found Out

Most case studies focus on a single success story. This one, however, is different.

This is the story of how three unique agencies, each beginning their WhatConverts journey with basic call tracking, achieved incredible results by moving beyond call tracking with Lead Management, Lead Qualification, and Automated Google Ads Optimization.

WolfPack Advising: Call Tracking → Lead Management

Challenge

"We were with the biggest call tracking provider and were extremely unhappy. WhatConverts gave us a much cleaner way to manage leads, track call recordings, and understand which leads were actually converting."

WolfPack Advising, a digital marketing agency focused on home service clients, was using one of the most well-known call-tracking providers to track phone call leads. This provider offered standard call tracking, which was fine at first. But they soon realized they needed more than just call tracking.

If you want to get more from your marketing, you need to understand who these leads are and what they’re worth. That’s where lead management comes in. And this is what WolfPack was looking for in their tracking software.

Approach

Using WhatConverts, WolfPack Advising could see all their leads—calls, forms, chats, purchases—right in one clean, intuitive dashboard called the Lead Manager.

What set this lead management platform apart was its ability to qualify leads, add quote/sales value, create custom fields, and filter/sort leads by any data point you choose.

For example, if you wanted to see exactly how much revenue a single keyword generated over the past month, you could easily do so just by filtering your leads.

With this lead management system, WolfPack could get the insights they needed to make more strategic marketing choices.

Results

“With other solutions, seeing the metrics you need to make better decisions (quote value, sales value, ROI, etc. by source) is nowhere near as clear cut.”

WhatConverts unlocked an easier, more powerful way to do marketing. It handled the call tracking—sure. But it also put all the info needed to show real marketing value right at WolfPack Advising’s fingertips.

As a result of their success, WolfPack Advising was able to double their client base using ad management services.

Results Highlights:

• Discovered high-performing marketing channels using ROI reporting
• Scaled client’s ad budget and LSA results by 2X
• Doubled the number of clients using ad management services

BOLT DMS: From Lead Quantity to Lead Quality

Challenge

"Before, we were generating lots of leads for clients, but we didn’t really ever know the quality of the leads unless we had access to their back end. So it was really important to us that WhatConverts uncovered that lead quality for us.”

Call tracking is a great start for marketers, but it’s just that—a start. To understand the real value of your marketing, you need to know the quality of the leads you produce, not just the quantity.

This was the goal of BOLT DMS. They had a client who used Google Ads but knew they could get more out of it with the help of an expert. BOLT DMS was tasked with helping the client grow ROI from their PPC efforts while minimizing costs.

The agency started using WhatConverts for the call tracking alone but soon discovered that adding lead quality analysis to their strategy unlocked a wealth of optimization opportunities.

Approach

With WhatConverts, BOLT DMS could clearly understand lead quality thanks to Call Recording and Transcription.

Plus, they could harness the power of AI to pick out insights in seconds. For example, Lead Analysis lets marketers summarize calls of any duration—from 10 seconds to 30 minutes—down to a value-packed 3-sentence summary.

With this summary, BOLT DMS could quickly see which calls were spam and which ended in a booked appointment.

Beyond that, Topic Detection, Keyword Detection, and Intent Detection all helped BOLT understand valuable context, like what services a lead was interested in and what they were worth.

With these insights, BOLT DMS had everything they needed to see which leads were high quality and which were duds.

Results

"Being able to assign quality to the leads is a great feature... We uploaded [lead quality data] into Google and can use that to do value-based bidding. But the most important part for us as an agency is the sales value, so we can obviously track the ROI of our marketing efforts."

With lead quality unlocked, BOLT DMS could now see which campaigns, ad variations, and keywords were generating the most valuable leads. Then, they could adjust their budget to focus on the most effective channels.

This shift in strategy allowed for BOLT to uncover new opportunities, earn a stronger ROI, and grow their agency.

Results Highlights:

• Record-breaking £205,000 in booked work earned in 90 Days
• Generated 94 high-quality, high-value leads in 31 days (another record)
• Discovered low-competition niche keywords from real voice-of-customer data

Profit Roofing Systems: Optimizing Google with Lead Data

Challenge

"At first, we were just gathering all the leads. Then, about five or six months ago, we started with lead qualification. Now, we send only quotable leads to Google Ads so that our smart bidding campaigns can optimize toward high-quality leads, not just any call."

One of the most impactful benefits of using WhatConverts is how easy it is to improve the Google Ads algorithm using lead data.

Just ask Profit Roofing System. Like so many others, this agency started using WhatConverts for standard call and lead tracking.  But as ad costs and competition rose, they knew they had to get more strategic about how they used Google Ads.

Rather than sending all leads to Google as conversions, they wanted to steer the algorithm to target higher-quality leads automatically. And with WhatConverts, they could do just that.

Approach

The first step was to qualify leads using 1.) attribution data…

2.) Conversion data like recordings and transcriptions…

And 3.) other valuable information like the Customer Journey…

Then, they simply changed their Google Ads Conversion Trigger to only send qualified leads as conversions back to their Google campaigns.

As a result, Google only counted qualified leads as conversions. This helped the algorithm create a more detailed profile of what a converting customer looked like. And consequently, allowed the algorithm to target more leads that matched this profile.

Results

“Now we’re adding quote value so we can start using more advanced bidding strategies like target ROAS and optimize towards not just quotable leads, but high-value quotable leads. Without WhatConverts, I don’t think that’d be possible.”

Profit Roofing Systems was able to steer the algorithm to attract more qualified leads, fewer low-quality leads, and increase average quote value—all by sending only qualified leads to Google Ads. This was a massive win, and one that netted their client a 12.4X ROAS.

Now, Profit Roofing Systems is starting to add value to leads, giving Google even more data to refine its targeting and yield even better results.

Results Highlights:

• Achieved a 12.4X ROAS and 57% jump in revenue
• Saw 21% more qualified leads and 60% fewer low-quality leads
• Grew average quote value by 19%

Want to see what kind of ROI you can achieve? Start your free 14-day trial of WhatConverts today!