Case Study: DriftLead improves Google Ads lead quality with CallRail

DriftLead boosts call conversion to 70% with CallRail

DriftLead, a rapidly-growing paid media agency, was dissatisfied with their previous call tracking solution which was time-consuming to set up and lacked third-party integrations, limiting their insights. They needed a better way to track and analyze phone calls and form submissions to accurately measure their clients' marketing success and optimize for lead quality. They turned to the vendor CallRail and its suite of features to address this challenge.

By implementing CallRail's API and integrating it with SuperMetrics and Looker Studio, CallRail enabled DriftLead to perform in-depth call analysis, categorizing calls by length to gauge quality. This allowed them to reallocate budget to drive higher-quality, longer calls. The results were significant; for one lead-gen client, they shifted the conversion event split from 20% calls/80% forms to a remarkable 70% calls/30% forms. Furthermore, they ensured 70% of those calls were in the higher-quality, longer duration buckets, drastically improving conversion rates and advertising ROI.

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