Case Study: Obility achieves 50% more paid search conversions with Invoca

Invoca Optimizes Paid Search to Drive 50% More Conversions with Call Intelligence

Invoca, a call-intelligence provider, faced the challenge of accurately measuring and optimizing inbound calls—one of its highest-value B2B lead types—within paid search. With calls converting at ~77% versus ~7% for digital channels and accounting for 42% of marketing-sourced revenue, Invoca needed to attribute and prioritize paid-search spend for the calls that drove real opportunities and deals, so it partnered with SEM agency Obility.

By integrating Invoca’s call data with Salesforce, Marketo and Google Analytics and using promo numbers and RingPools to track and qualify call conversions, Obility tied calls to specific campaigns, keywords and landing pages and optimized paid search toward revenue-driving activity. The effort delivered clear ROI: 50% more conversions from SEM, 20% more pipeline, a 33% lower cost per conversion, full attribution for paid-search leads, and improved sales and nurture personalization.

Obility

Gwynne Ohm

Account Director