Driving 165% More Phone Call Leads Through Google Ads Optimization and Strategic Segmentation
Business Model
Multi-Location Services Business
Time Frame
Q4 ’24 to Q1 ‘25
Overview
When this client began working with DemandGen.io, they were underutilizing Google Ads and not seeing the kind of lead flow they needed. Their business depends entirely on inbound phone calls, but their campaigns weren’t driving enough call volume to justify continued investment. Despite a conservative budget and some skepticism about digital advertising, the client was open to making improvements—they just didn’t know where to start.
Challenges
● Heavily reliant on phone calls as the only form of lead generation
● Limited budget and hesitancy about the effectiveness of paid advertising
● Multiple business locations requiring fair advertising distribution
● Campaigns featured poor use of call ads, local ads, and display targeting
● Unstructured campaigns with an overwhelming number of ad sets and keywords
Solutions
DemandGen.io restructured the entire Google Ads strategy with a few key priorities in mind:
● Identified and prioritized the campaign types most likely to drive phone calls
● Analyzed and segmented high-converting keywords into tightly clustered ad groups
● Reduced clutter and improved relevance by limiting each campaign to just 2–4 active ad
groups
● Eliminated underperforming campaign types and doubled down on campaigns with a
clear ROI
● Trained the Google Ads conversion model using consistent and reliable conversion
signals from optimized call ad formats
This structure enabled the campaigns to learn faster, convert more efficiently, and attract higherintent users more consistently.
Achievements
Before:
After:
Campaign performance dramatically improved within a short period:
● Phone Call Leads increased by 165% (855 leads vs previous period)
● Ad Spend increased by 70%, to $4,700, with stronger performance
● Cost Per Lead decreased by 36%, now at $5.43 per lead
● Phone Call Conversion Rate rose 38%, now at 25.8%
Why This is Important
This case study highlights a few key lessons:
1. Simply “trying different things” on Google Ads isn’t enough—strategy and structure
matter.
2. Training the conversion model with consistent signals is essential for long-term
efficiency.
3. Keyword and ad group discipline allows you to focus ad spend where it matters most —on top performers.
With smart optimization and a strategic framework, even a cautious advertiser with limited initial spend can unlock massive growth in performance.
If you have any questions about how you can improve your lead generation efforts, reach
out here.
