Case Study: ISG (Infinity Sales Group) achieves 80% reduction in wasted ad spend and 50% increase in revenue and orders from non-branded paid search with Invoca

Using Invoca Call Tracking to Optimize Media Spend And Drive More Phone Call Conversions for Clients

Infinity Sales Group (ISG) is a performance-driven marketing and sales center that runs acquisition campaigns and a contact center for major brands like DISH, AT&T, Windstream, and CenturyLink. Because roughly 98% of ISG’s conversions come from inbound phone calls, the company lacked clear attribution for which campaigns, pages, and search keywords were driving real sales calls—meaning wasted media spend and an inability to feed call conversions into Google Ads’ Smart Bidding.

By deploying Invoca’s call-tracking and conversation-intelligence platform, ISG gained keyword- and campaign-level call attribution plus integrations with Google Ads, Tealium, and Criteo to support Smart Bidding and audience retargeting. That visibility cut wasted ad spend by 80% and drove a 50% lift in both revenue and order volume from non-branded paid search, while improving conversion rates and lowering cost per acquisition.

ISG

Jason Hazlewood

Director of Online Experience & Usability