Case Study: WebServ diverts 43% of wasted ad spend to profitable keywords with CallRail

How one digital marketing agency identified and diverted 43% in wasted ad spend

Webserv, a digital marketing agency, faced excessive wasted Google Ads spend across client accounts that was driving up cost-per-conversion and reducing lead quality. To address this, Webserv implemented CallRail’s Dynamic Number Insertion (DNI) and visitor tracking/call attribution to tie phone calls back to specific keywords and see call outcomes and lead quality.

Using CallRail, Webserv listened to calls and used keyword-level reporting to identify and pause low-quality keywords, reallocating budget to profitable terms. That approach revealed 43% of ad spend was being wasted and allowed Webserv to divert that spend to higher-performing keywords—improving lead quality and generating multiple admissions for a client—demonstrating clear, measurable campaign efficiency gains thanks to CallRail.

Webserv

Nick Chepkevich

PPC Specialist