Case Study: British Gas Business cuts PPC costs by 15% with Infinity Tracking

British Gas cuts PPC costs by 15% with Infinity Tracking

British Gas Business, a UK-based energy supplier, faced challenges in tracking which online marketing efforts were driving high-value phone calls and in optimizing their contact center to handle peak call volumes. They needed to accurately attribute calls to specific digital touchpoints, like PPC campaigns, and eliminate missed opportunities. After a previous call tracking platform failed, they turned to Infinity's call tracking and intelligence service.

Infinity implemented its dynamic call tracking to attribute all digital touchpoints leading to a call, providing robust data that integrated with Google Analytics. This allowed British Gas to adapt its digital strategies, such as PPC spend, and optimize call agent schedules based on data showing missed calls during lunchtimes. The solution from Infinity directly led to a 15% decrease in PPC costs, eliminated missed calls during business hours, and drastically improved the quality of call attribution data.

British Gas