The Quantity → Quality Shift: Agency Boosts Quality Calls & Conversion Rates by 30%

“Being able to have calls accurately tracked and say these calls came from this keyword and so on, it helps us have more sensible conversations with clients.”

Case Study

• Agency: UTDS Optimal Choice
  • Facebook
  • Instagram
  • LinkedIn
• Client: Home Services Provider (Plumbing)
• Software: WhatConverts

The Challenge:

Despite what they may tell you on the discovery call, the solution to your client’s problems isn’t “more leads”. Why? Because more leads means more budget, more weeding through spam calls, more low-value inquiries that aren’t worth the cost-per-click you paid for them. More is not the answer. Better is. And making that shift—from quantity to quality—is the best way to maximize your ROI with the budget you’ve got.

This is exactly what marketing agency UTDS Optimal Choice has done. Rather than falling victim to the “more leads” trap, they work with clients to develop a targeted, data-driven approach to marketing strategy that few other agencies can offer.

However, UTDS’s previous solutions offered limited tracking data, which left gaps in attribution details and made it hard to validate where quality leads were coming from. Without this data, they could not double down on their client’s most effective channels and cut out low-performers to save on budget.

UTDS needed a new lead tracking solution that:

• Provided detailed attribution data down to the source, medium, and even keyword
• Incorporated sales value so they could calculate the ROI of any marketing campaign
• Consolidated their lead data so they could easily understand the quality of each lead

The Approach:

“One thing we see a lot is Google Ads call extensions generate nonsense phone calls. With WhatConverts, we can see where these low-quality calls are coming from and shut down those call extensions. And we see that data faster than if we just used Google.”

WhatConverts checked all the boxes. With it, UTDS could get the detailed tracking capabilities they needed to optimize for quality over quantity,  gain control over campaign data, and demonstrate accountability to clients.

By implementing WhatConverts, the agency could capture:

• Call Quality: Call data like duration and recording/transcription would let the agency easily see which calls were quality leads and which were spam, wrong numbers, or irrelevant.
• Keyword Attribution: Tracking the exact keywords that led to each call would give UTDS clear insights into which search terms were driving quality leads.
• Regional and Device Information: The agency could filter out non-relevant inquiries thanks to detailed regional and device data.
• Source Transparency: WhatConverts would reveal which campaign elements (such as call extensions or specific ads) contributed to each conversion, allowing the agency to optimize for higher ROI.

Plus, the lead management side of WhatConverts made it easy to quickly get insights on which channels were working and which were bringing in low-quality leads.

For example, if UTDS wanted to see which channels were producing the lowest quality leads, they could easily filter the Lead Manager to only show leads with a call duration of under 30 seconds (usually a good indicator of low lead quality). Then, they could sort those leads by the attribution data, letting them see which source, medium, campaign, or keyword produced the most low-quality leads.

The Result:

“In the last few months, because of WhatConverts we were able to increase valid call rates from 55% to 85%. And conversion rates are up to 60% from 30%.”

With WhatConverts in place, UTDS Optimal Choice had the data and lead management capabilities they needed to optimize for lead quality, not just quantity. As a result, one client saw a 30% increase in valid calls and grew call conversion rates from 30% to 60%.

Other key outcomes included:

• Improved Lead Quality and ROI: By distinguishing high-quality calls from irrelevant inquiries, UTDS could now demonstrate that their campaigns were targeting the right audience. This added clarity helped the agency refine ad targeting, eliminate unnecessary spend, and ensure clients received the calls that mattered.
• Stronger Client Relationships and Transparency: Using WhatConverts’ detailed data, UTDS was able to present clients with specific insights on each lead’s source and quality. This increased transparency not only strengthened client trust but also allowed the team to address client concerns with hard data.
• Enhanced Campaign Management: WhatConverts enabled UTDS to quickly address and resolve issues related to call quality. For instance, they noticed certain Google Ads call extensions were generating irrelevant calls. Thanks to WhatConverts, the agency could quickly identify such calls and remove these low-performing extensions.

Results Highlights

• 30% increase in valid calls, from 55% to 85%
• Boost in call conversion rate from 30% to 60%
• Improved trust and retention by answering client questions with hard data

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