Case Study: Shelter achieves measurable ROI and optimised local PPC for furniture donations with ResponseTap

Using call tracking to optimize localized PPC campaigns

Shelter, the UK housing charity, wanted to expand its charity shop model to accept large furniture donations but faced stiff competition from van removal and recycling services bidding on donation-related PPC keywords. They needed a way to make their localized paid search spend more efficient and to track which campaigns and channels were actually driving donation bookings, which primarily come by phone.

Shelter used ResponseTap local numbers and its Smart Match feature to track calls back to specific channels, campaigns and even keywords, and to attribute the value of donated goods to those calls. This closed the measurement gap, let the team optimize PPC and offline marketing by channel, and revealed which keywords and sources delivered the highest-value donations, improving ROI and campaign performance.

Shelter

Alastair Ball

Search Marketing Manager