Case Study
- Agency: Twin Creek Media
- Client: Construction
- Software: WhatConverts
"If we can't measure it, we don't want to do it. That's our mantra, and WhatConverts factors right into it."
A growing construction company came to Twin Creek Media with a specific problem. Their business builds large steel structures, and a single closed deal can be worth millions in revenue. At that deal size, guessing which campaigns bring in real inquiries gets expensive fast. Twin Creek needed to track what actually mattered for this client: the source and quality of every meaningful lead.
The Challenge: Big Deals, Blind Spots in the Data
"The frustration, and the reason we discovered WhatConverts, was the forced switch to GA4, which was (for lack of a better term) horrible."
Like many agencies, Twin Creek had leaned on Google Analytics to measure campaign results. Once GA4 arrived, the data became unreliable and fragmented, which left the team with blind spots when they tried to attribute form fills and phone calls to the right source. For a client whose deals run into seven figures, that kind of ambiguity carried a real cost.
For a construction client, a handful of the right inquiries can define the year. That put the focus on source-level attribution and lead quality, which were exactly the numbers Twin Creek needed to get right.
The Solution: Attribution Built for High-Value Leads
"The clients that work best with us are very ROI-driven. They love seeing the stats and the numbers."
Twin Creek built a full-funnel attribution and reporting system anchored by WhatConverts.
Source-Level Attribution and Real ROI
WhatConverts handles the team's form tracking and phone tracking, so every meaningful inquiry carries a marketing source. Twin Creek pairs that lead data with the actual sales figures the client reports back, then calculates real ROI for each channel.
"As part of our ROI reporting, we bring in the actual sales data from the client's team. From there we can calculate the real ROI per channel."
That reporting shows the team where revenue is coming from, so they can put more budget behind the channels producing it and trim the ones that aren't.
Feeding Clean Signal Back to Google Ads
Twin Creek's team filters spam submissions out of the picture, so they are working from real inquiries. They then feed conversion data from WhatConverts back into Google Ads, giving Smart Bidding cleaner signal to optimize against.
"We feed the leads WhatConverts captures back into Google Ads for all of their AI goodness."
Sales Accountability
The same reporting keeps the client's sales team accountable. Because every lead and call is logged, follow-up becomes visible, and Twin Creek can raise the right questions with the owner.
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?
"We can show the owner all the leads, and then the question becomes, why is the close rate where it is, and what do we need to do to help increase it?"
The Results: A 74x Return Across All Marketing
"For every dollar you budget with me, I can give you $74 back."
For this construction client, Twin Creek's system produced a 74x return on investment across all marketing for the year. Roughly $150,000 in annual marketing budget, covering both labour and ad spend, traced back to $11.1 million in revenue. Attribution ran deep enough that the team could point to the exact channels behind each meaningful inquiry, then put more weight behind the ones that delivered.
- 74x return on investment across all marketing for the year
- $150K annual marketing budget traced to $11.1M in revenue
- Source-level attribution on every meaningful inquiry
- Clear direction on which channels to scale and which to trim
The Takeaway
Twin Creek Media helped this client grow by tracking the leads that carried real revenue and proving where that revenue came from. With WhatConverts, the team tied marketing to actual sales, sharpened campaigns around what worked, and turned a focused marketing budget into a 74x return.
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