Case Study: Peninsula improves revenue attribution and ROAS with Ruler Analytics

How Peninsula uses Ruler to track Microsoft Ad impact on revenue

Peninsula, a provider of HR and health and safety support to businesses worldwide, needed a better way to understand which marketing channels were driving leads and closed revenue. As they added Microsoft Ads to their mix, it became difficult to connect phone calls and form submissions to actual sales outcomes and measure return on ad spend. Ruler Analytics, using its marketing attribution and call tracking capabilities, was brought in to help solve this challenge.

By integrating Ruler Analytics with Peninsula’s CRM and Microsoft Ads account, the team could attribute calls, forms, leads, deals, and revenue back to specific campaigns, ad groups, keywords, and ad content. Ruler Analytics also enabled conversion tracking in Bing Ads via MSCLKID, reducing manual mapping and improving reporting accuracy. The result was better visibility into revenue-generating campaigns, quicker identification of costly areas to improve, and more confident budget optimization to maximize ROAS.

Peninsula

Zohaib Qureshi

Paid Search Manager