Case Study
- Agency: Collideascope
- Client: Home Improvement Retailer
- Solution: WhatConverts
Introduction: Building an Optimization Flywheel
“The 3X jump wasn’t about sending data to Google, we were doing that before. It was about sending real-time quality data. That was the key to this client's growth.”
According to Google Ads Product Liason Ginny Marvin, the top piece of advice she has for lead gen PPC marketers is to make sure you’re “giving Google that understanding of what a good lead is for your business.” Translation: lead quality data is marketing gold. And the more you feed it to Google, the faster its algorithm can target better leads, optimize spending, and grow ROI.
That’s exactly what Collideascope did for their client. Using WhatConverts, they automatically sent back hundreds of optimization signals a day. The result? Unprecedented growth while cutting costs. 
The Challenge: Siloed Teams, Stagnant CPL, and No Way to Prove ROI
A fifth-generation, $50M home improvement retailer with six locations across Metro Detroit came to marketing agency Collideascope for help. For years, they ran a consistent Google Ads program—but their marketing team couldn’t answer one simple question: Which leads were actually turning into sales?
The data they did have—impressions, clicks, CPC—offered no visibility into call quality or quote requests. Store teams weren’t tracking what happened after a lead came in, and ownership had no way to validate ROI or increase budgets confidently.
“They were spending $10K per month and had no idea if it was generating business.” – Curtis Hays, Founder of Collideascope.
This lack of clarity led to capped ad budgets, missed sales opportunities, and tension between store-level and marketing teams. Curtis saw an opportunity not just to improve reporting, but to rewire how lead data flowed from sales floors to Google Ads.
The Solution: Building a Real-Time Feedback Loop with WhatConverts
Collideascope implemented WhatConverts to capture, qualify, and report on every lead—calls, forms, and chats—across all six locations. But the real shift happened when they used that data to fuel Google Ads optimization in real time.
1. Store-Level Accountability Through Call Tracking
Each of the client’s six showrooms got its own call tracking account in WhatConverts. Staff began listening to calls, scoring lead quality, and tagging leads as either quotable or not quotable. Over time, reviewing calls became a healthy competition.
“They’ve gamified it. Everyone wants to be the one getting good calls and quoting jobs. That level of ownership didn’t exist before.”
2. Real-Time Lead-Quality Uploads to Google Ads
Collideascope configured WhatConverts to automatically send only quotable leads to Google Ads as conversions. No more weekly uploading. No more optimization lag. Now, Google’s algorithm was learning daily, even hourly, what a good lead looked like and optimizing toward it. Best of all, those small but frequent optimizations compounded, leading to rapid-fire gains that added up quick.
“The real-time component changed everything. Once the algorithm had fresh, quality data, performance took off.”
3. Unleashing Performance Max’s Potential
Thanks to the real-time quality data, Google’s Performance Max campaigns began delivering leads at just $16 CPL—the most cost-efficient channel across the board. With WhatConverts guiding daily decisions, the client could confidently cut waste and double down on what worked.
4. Precision Optimization Using Time-of-Day and Source Data
With WhatConverts feeding detailed reporting into Looker Studio, Curtis was able to show the client exactly when the best calls came in and from which campaigns. That insight drove major decisions—from changing store hours to reallocating budget to the most efficient PMax asset groups.
One change—keeping the phones staffed longer during high-quality lead hours—was estimated to unlock $15,000 in additional daily opportunity.
The Results: More of the Leads That Matter
In the few months since implementing WhatConverts, Collideascope helped the client achieve massive growth numbers and cost efficiencies.
- Qualified leads increased 250% in four months (3.5X growth)
- Cost-per-qualified-lead dropped 61% (from $98 → $38)
- Monthly spend decreased by 8%
The client wasn’t just getting more leads—they were getting more of the right leads. And the impact went beyond marketing:
“Year-over-year, our client’s cash-register sales rose 12%—while competitors in the market saw a 10% drop. That’s the difference clarity makes.”
Ready to Build Your Own Feedback Loop?
If your paid media campaigns are stuck in neutral—or you’re still sending weekly spreadsheets to Google—real-time data may be the unlock you need.
Start your free 14-day trial of WhatConverts and start your own optimization flywheel.
