Case Study: Rick's Custom Fencing & Decking achieves a 70% decrease in cost per lead and 73% revenue growth with Invoca

Using Invoca to cut cost per lead and improve sales agent performance

Rick’s Custom Fencing & Decking, a five-location Pacific Northwest home‑services retailer, faced a major blind spot: roughly half of its leads came by phone but the marketing team lacked call attribution and visibility into sales agent performance. That made it difficult to optimize media spend, identify wasted keywords, and coach agents consistently to improve conversions.

By implementing Invoca’s granular call tracking and AI conversation analytics, the company identified underperforming PPC keywords, cut cost per lead by 70% and doubled lead volume, while automated QA boosted agent performance (23% improvement in call etiquette and 6× more use of key phrases). Those improvements helped drive a 73% increase in company revenue over three years.

Rick’s Custom Fencing & Decking

Taylor Pawley

Director of Marketing