The Challenge
5 Fold Marketing, an Arizona-based agency, faced a significant challenge: efficiently identifying and disputing unqualified leads from Google Local Services Ads (LSAs). With clients generating hundreds of phone call leads monthly, manually reviewing each call to find disputable leads was time-consuming and inefficient.
“Lead Intelligence is definitely working, and we're starting to use it a lot more. I would say within 60 days all of our clients are going to be on it. And we're going to use that as a major gauge of the quality of the leads.”
The Solution
By implementing WhatConverts' Lead Scoring and Lead Intelligence features, 5 Fold Marketing automated the lead qualification process:
- Lead Scoring: Assigned point values based on criteria such as call duration, presence of keywords like “schedule” or “quote,” and caller location.
- Lead Intelligence: Automated the scoring process, allowing the team to filter and review only low-scoring calls likely to be unqualified.
This approach enabled the agency to focus on disputing leads with the highest likelihood of refund approval, significantly reducing manual effort.
“What we do is filter the lead data—maybe there's like 400, 500 phone calls. And we simply can’t afford to listen to every one of those. So what we end up doing is we use that Lead Score from the transcripts to determine the ones that are most likely spam or bad calls, only listen to those, and then we go and dispute those for an LSA refund.”
The Results
In 2023, 5 Fold Marketing recovered over $18,000 in LSA refunds for a single client by efficiently identifying and disputing unqualified leads. The automation reduced manual call reviews by 90%, freeing up resources for strategic initiatives. Additionally, analyzing Lead Scores helped identify areas for sales process improvements, enhancing overall client ROI.
“It’s even been helpful with customer service, too, because we can see the amount of volume of leads coming in, the Lead Score being very high, and the quote value being very good. But then the revenue is down. Okay, there's something wrong within the sales process, and you can quickly identify that."
Why It Matters
Automating lead qualification and dispute processes not only saves time but also uncovers insights to optimize sales strategies and maximize ROI.
