Case Study: Moneypenny achieves 20% more Google Ads leads with Ruler Analytics' offline conversion tracking

How Moneypenny reduced their Cost per Lead by 11% through offline conversion tracking

Moneypenny, the world’s leading outsourced communications provider, struggled to attribute valuable leads that converted offline via phone, live chat or sales follow-up—particularly those coming from paid search. To close this reporting gap they turned to Ruler Analytics, deploying Ruler’s conversion and offline conversion tracking to capture calls, chats and form leads and tie them back to original campaigns and keywords.

Ruler Analytics was implemented across Moneypenny’s site and integrated with their CRM, Google Analytics and Google Ads to create closed‑loop attribution; this revealed they had been losing visibility on around 20% of phone leads. With Ruler’s data they optimized on all leads rather than web conversions, achieving an 8% increase in leads and an 11% reduction in cost per lead while reallocating spend to higher‑quality keywords and protecting PPC budgets.

Moneypenny

Daniel Marshall

Digital Marketing Manager