Case Study
- Agency: Twin Creek Media
- Client: Construction
- Software: WhatConverts
“WhatConverts became our source of truth. Other tools like GA4 gave us traffic data, but WhatConverts gives us the conversions. That’s the part we actually care about.”
When they came to Twin Creek Media, a growing construction company wasn’t looking for more leads—they needed better ones. Their business builds massive steel structures across Western Canada, and just one closed deal can mean millions in revenue. But to prove campaign ROI and optimize for outcomes like that, Twin Creek needed to track what mattered most: lead quality, not volume.
With WhatConverts, Twin Creek was able to identify the marketing source behind every meaningful inquiry, filter out the noise, and feed the best leads back into ad platforms. One $10,000 campaign resulted in $3+ million in sales and a staggering 74x return on investment.
The Challenge: Big Budgets, Blind Spots, and Buried Value
"The frustration was the forced switch to GA4 which was (for lack of a better term) horrible."
Like many agencies, Twin Creek had been relying on Google Analytics (GA4) to measure campaign results. But when GA4 became unreliable and fragmented, it left the team with blind spots, especially when trying to attribute form fills and phone calls to the right source. For their client, where success is measured in seven-figure deals, this kind of ambiguity wasn’t just frustrating. It was expensive.
At the same time, the client’s sales team was stretched, and many of the leads that did come through weren’t followed up properly or were missed altogether. The real issue wasn’t traffic volume—it was identifying which leads were truly high value, and making sure those leads got the attention they deserved.
The Solution: A System Built for High-Value Conversion Optimization
"We deal with clients that are very ROI-driven, and they love seeing the stats and the numbers."
Twin Creek implemented a full-funnel attribution and optimization system, anchored by WhatConverts.
Lead Quality and Value
WhatConverts gave the team visibility into exactly which campaigns were producing qualified leads. By filtering out spam, qualifying leads, and feeding that data back into campaign reporting, they could confidently shift ad spend toward what worked.
For example, they could tie revenue data back to the exact keywords, ads, and campaigns that brought that sales value in. Then they could double down on the high-performers and trim the ones wasting budget. 
Automated Campaign Optimization
Using WhatConverts’ ability to sync lead data with Google Ads, Twin Creek created a feedback loop. High-quality conversions were pushed back into Google’s Smart Bidding engine, allowing the algorithm to optimize for actual revenue potential—not just click volume.
For instance, rather than sending back all leads to Google as conversions (including spam or low-quality ones), Twin Creek could only send back the highly qualified ones. This let Google spot the audience signals for higher quality leads. This is known as the “optimization loop”, and it’s a powerful differentiator. 
Sales Accountability
Twin Creek could also monitor how the client’s sales team was handling the leads their agency delivered. For instance, WhatConverts made it easy to see call answer rates. If calls weren’t getting picked up, the client could work with the sales team to keep leads from slipping through the cracks.
They could also use AI Analysis to evaluate calls and offer conversion rate suggestions with prompts like:
- What could the sales rep have done differently to book an assessment?
- Did the rep answer the call appropriately?
- What was the caller to sales rep speaking ratio?
These insights helped Twin Creek spot optimization opportunities and build even more trust with the client. 
The Results: One Campaign, One Deal, 74× ROI
“Without WhatConverts, we wouldn’t have known where that lead came from. We wouldn’t have been able to show the client the value of that campaign—or how to repeat it.”
With everything in place, Twin Creek launched a $10,000 campaign designed to target a specific industrial construction need. The campaign generated high-value leads that converted and turned into over $3 million in project revenue.
WhatConverts didn’t just help the agency show what worked. It helped them scale what worked.
- $3M project from a $10K ad campaign
- 74× return on investment
- Immediate visibility into which campaigns, keywords, and channels were responsible
- Improved lead handling and sales accountability through missed-call tracking and CRM integration
The Takeaway
Twin Creek Media helped their client grow not by chasing more leads. But by tracking the right ones. With WhatConverts, they were able to tie marketing to real revenue, optimize campaigns for what worked, and drive massive results from even modest ad budgets.
Want to see which campaigns are really working?
Start your free trial of WhatConverts and optimize your marketing for outcomes that matter.
