When ordering services, customers almost always call instead of just submitting a request on the website. But how can one understand which ad the customer is calling from? The answer to this question for Eskurro is call tracking from Ringostat. Case of a Polish Cleaning Company shows how the agency Marketlab Europe optimized advertising using call data. This led to an increase in inquiries and website conversion.
About the Project
Eskurro professionally cleans offices and homes, from deep cleaning and window washing to mattress and upholstery cleaning. The company name is not accidental. In “Harry Potter,” the spell Eskurro was used to bring cleanliness. The team emphasizes eco-friendly cleaning products to avoid harming the environment.
Website promotion is entrusted to two contractors:
- Paid advertising is handled by Ringostat’s partner — the digital agency Marketlab Europe;
- SEO optimization is managed by the SEO agency Webernetic Family.
This case tells how Ringostat is used by the first contractor. Marketlab Europe is a company with nine years of experience specializing in setting up, optimizing, and managing clients’ advertising campaigns on Google Ads and Microsoft Ads. The agency also manages web analytics.
In January 2022, the cleaning company approached Marketlab Europe to set up Google Ads to attract clients from Warsaw and nearby areas. The agency now manages the advertising, aiming primarily to reduce conversion costs as much as possible.
Search ads are the only paid channel for attracting clients at Eskurro. Together with SEO efforts, this delivers noticeable results. Organic Google search and paid search ads bring about 90% of the site’s visitors.
Why Eskurro Needed Ringostat
The advertising contractor immediately understood that Eskurro could not do without call tracking — a tool that allows tracking which ads customers call from. Calls play an important role in cleaning business processes. Before ordering, the client must first speak with the company to explain:
- Whether their home or office is in Warsaw or one of nine surrounding cities where Eskurro can operate;
- What services they need and any specifics about the premises;
- When cleaning is needed;
- Whether they will be present during cleaning or the apartment/office will be fully available to the cleaning team;
- The type of contamination;
- How to access the premises, etc.
Only after this conversation can the company quote a price for the service. Such details are much faster to clarify in a call than in an email or request form. In the past month, only 25% of inquiries came via online form, while 75% came by phone.
When we found out that three-quarters of inquiries were calls, we realized it was worth implementing call tracking. Without call data, it’s practically impossible to optimize advertising metrics. We chose Ringostat because we have been familiar with the platform since 2021. We continue cooperating after our whole team moved to Poland in March 2022.
It was easy to explain Ringostat’s value to the client. Eskurro values effective use of the marketing budget. We simply showed them how call tracking helped reduce call costs in similar projects.”
But first, a few words about what call tracking is and why it was indispensable for optimizing Eskurro’s advertising.
The main goal of digital agencies is to set up advertising that brings more clients, all within a reasonable marketing budget, so the company doesn’t operate at a loss. Usually, marketers monitor advertising performance via Google Analytics reports or the Google Ads dashboard. There, they see how many visitors came from ads, whether they submitted requests, and what actions they took on the site.
The problem is, such reports do not collect call data, so digital specialists cannot fully understand ad performance. A campaign might have few online requests, leading a specialist to turn it off. However, that campaign may generate many calls and orders. Call tracking solves this “blind spot” issue.
How Call Tracking Works
- A special script is installed on the website that replaces the company’s phone number and collects call information;
- A client visits the website and calls this replacement number;
- Ringostat identifies which ad the client came from by the phone number dialed;
- The client’s phone number is recorded;
- Call duration, audio recording, the employee who answered, call status, and other data are collected;
- This information feeds into reports with source, channel, campaign, and keywords in pay-per-click advertising that led to the call;
- When integrated with Google Analytics, call data is sent to this system too.
This gives marketers a full picture of how each ad works. Specialists can decide which keywords to pause or add in ads, boosting advertising effectiveness.
Goals Set Before Ringostat Integration
Mainly, to determine the lead source accurately down to the keyword in pay-per-click advertising. At first, Marketlab Europe considered only clicks on the phone number or number copying on the website. But this data is often unreliable, since users might perform these actions accidentally. Furthermore, a click on the phone number does not always mean a call was made.
Call data was also needed to train Google’s algorithms in campaign optimization. The system pays attention to whether calls and requests come from specific ads and may adjust bids accordingly.
How Marketlab Europe Uses Call Tracking Data
We especially appreciate the ability to intercept call data in Google Tag Manager and send it to any system. This is very convenient, and we have not seen such a solution anywhere else. We make our clients’ marketing strategies more effective than their competitors by using objective data about leads and their sources.”
The agency regularly analyzes sources, channels, campaigns, and keywords that generate calls. This is how the report looks in Ringostat:
Thanks to integration with Google Analytics, call data is automatically sent there too. Google Analytics is linked with the Google Ads account, so the agency sees how much was spent on each campaign and how many calls it brought. Specialists optimize campaigns manually and via Google’s algorithm, which automates adjustments.
Call data from Ringostat helps train “smart” campaigns. When setting up, specialists upload creatives and write different headline and text versions. Google automatically creates ads from various combinations, tracking which perform best — especially in terms of call volume. Based on this, the algorithm decides what to increase bids on or pause. Marketlab Europe specialists often assist Google by manually pausing clearly ineffective campaign components.
The agency also listens to call recordings collected in the Ringostat personal account. In the first two weeks of working on the project, specialists listened to nearly every call from paid channels to verify that the ads attract the target audience.
Moreover, this is convenient because Ringostat offers a separate report for calls from pay-per-click ads:
The American client’s CRM showed most calls as refusals due to high price by their sales manager. We run two similar projects in Boston and know they don’t have this problem despite higher prices and similar search semantics. Listening to calls helped expose poor and irresponsible manager work.”
The agency receives weekly reports summarizing call volumes. According to Mikolai, this is convenient, as specialists see request trends on one screen. Marketlab Europe usually shares this report with the client, freeing agency time from creating intermediate reports.
Thanks to these reports, Marketlab Europe discovered that Google Ads bring over half of all company calls. Below is a screenshot from an email showing call growth from PPC:
Results
In the first month of using call tracking, the number of calls increased by 45.4%, and their cost decreased by 30.6%. Marketlab Europe achieved these results through expert ad optimization.
One month after connecting Ringostat, the advertising conversion rate increased from 0.84% to 2.07%.
Before call tracking, it seemed that display ads were the most effective promotion channel because users clicking banner ads often clicked on the phone number on the site. After connecting Ringostat, it turned out these clicks often did not lead to calls. Specialists reallocated budget in favor of search campaigns. Despite the higher click cost, call cost in this channel was 30% cheaper.
Thanks to call tracking and Ringostat, we make our clients’ marketing strategies more effective than their competitors’. This happens because our agency uses objective data about leads and their sources.
Often businesses don’t know what actually brings them leads and rely on their subjective opinion like, “I use Instagram, and my calls come from Instagram users.” Call tracking helps not only show clients campaign effectiveness, but also quickly identify and correct errors in their assumptions.”
