Case Study: Rogers achieves an 82% reduction in Google paid-search CPA and 18% revenue lift with Invoca

Using Invoca to Optimize Media Spend, Enhance Audience Targeting, and Improve the Call Experience

Rogers, Canada’s largest telecom with over 10.8 million subscribers, relies on phone conversations for complex plan purchases and sends call traffic to more than 9,000 contact-center agents. The marketing team lacked scalable visibility into which digital campaigns actually drove valuable phone conversions, relying on manual call spot-checks that couldn’t capture outcomes across thousands of monthly calls.

By deploying Invoca’s call tracking and AI-driven conversation intelligence, Rogers tied phone-conversion value to campaigns, fed that revenue into Google Ads Smart Bidding, and refined ad targeting and lookalike audiences. The solution delivered an 82% decrease in Google paid-search CPA over two years, an 18% lift in paid-search net revenue, a 2× increase in qualified lead volume, and a 10% reduction in sales-to-customer-care transfers, along with faster IVR tuning and simple setup/support.

Rogers

Charlie Farrell

Senior Manager of Search Engine Marketing