Element offices
In the business services sector, people still often pick up the phone. For Element Offices, a provider of office space, meeting rooms, and virtual offices, this meant that a large proportion of conversions were not measurable. Reward implemented call tracking to gain insight into telephone leads and optimize campaigns more effectively. The result: significantly more insight, better data, and stronger performance.
Results achieved for Element offices
Challenge
Element Offices rents out offices, meeting rooms, and virtual offices. Reward has been running their Google Ads campaigns for quite some time, where close communication is important because office availability is constantly changing. The campaigns performed well, but scaling up remained difficult: many conversions came in by phone and were therefore not measurable. Element Offices strongly felt that advertisements were generating more phone calls, but lacked evidence and insight.
Our objectives
- Gaining insight into telephone conversions
- Better optimize and scale campaigns
- Collecting data for automated bidding strategies
- Distinguishing valuable conversations from irrelevant phone calls
The Reward approach
To take the campaigns to the next level, we implemented call tracking on the Element Offices website. As soon as someone clicks on an ad, the phone number that is visible automatically changes. This unique number is linked to the visitor and the keyword. When the visitor calls, this is recorded and sent back to Google Analytics and Google Ads. This provides insight into which campaigns and keywords actually lead to valuable calls.
In addition, we introduced a selection menu so that Element Offices can classify each call as a tour, information request, or irrelevant. This allows us to measure not only more conversions, but also their quality.
Result: exceeded all expectations
The implementation of call tracking yielded impressive results:
- +35 guided tours
- +400% more insight into conversions
- +225% increase in measurable conversions
The calls have always been there, but thanks to call tracking, they are now visible and measurable. This allows for better optimization, more data for automated bidding strategies, and ultimately growth in conversions or a decrease in costs.
And we've only just begun...
With the solid foundation now in place, we are taking the next step together with Element Offices: further scaling up campaigns and deploying automatic bidding strategies to get even more out of the advertising budget.
