Project Overview

Certified Restoration is a San Diego based water damage restoration company. They run their business like first responders during water damage disasters in homes, commercial buildings, and local businesses. Often they are a property owner or manager's first call and require the same bedside manner as an emergency dispatcher.

Because Certified Restoration handles a large volume of calls, they had difficulty tracing where the lead came from. This became an issue when we attempted to attribute which marketing efforts were producing the biggest ROI.

Our strategy included identifying key pieces of content and traffic sources to their website through analytics. After, we implemented call tracking with dynamic number insertion on their website and specific call forwarding numbers for high referral directory sites like Yelp and Google My Business.

Project Type

  • Content
  • Strategy
  • SEO

At A Glance

Through careful monitoring of Google Analytics we were able to identify the best fit for call tracking number insertion for key content and site referral sources.

200%
Increase in calls from all digital sources
50%
Increase in qualified local leads
2x
Increase in revenue over 1 year period

Challenge

Before CallRail, the lead attribution process was a murky, spreadsheet-filled nightmare. We were flying blind, unable to discern which marketing channels were driving the most valuable leads.

This lack of clarity made it impossible to:

  • Measure campaign effectiveness: Determining which channels were truly effective was a guessing game.
  • Optimize marketing spend: We were wasting precious resources on underperforming campaigns.
  • Improve lead quality: Identifying high-quality leads was a challenge, hindering our ability to refine our strategy.

Despite ranking globally on Google SERPs and receiving a flood of calls, we couldn't pinpoint which initiatives were driving these leads. This lack of data made it impossible to inform an effective marketing strategy and diluted the impact of our SEO efforts.

Solution

To optimize our lead attribution and quality, we selected CallRail as our call tracking software. We implemented dynamic number insertion on high-converting pages identified through Google Analytics and created unique phone numbers for social and review sites. This allowed us to accurately track the source of each inbound call and identify friction points in the customer journey.

CallRail's detailed reporting provided valuable insights into call source, duration, and caller details.

We leveraged reports like "Source Performance" and "Call Details" to analyze lead attribution and identify trends. By integrating CallRail with HubSpot, we created a lead-scoring system that prioritized leads based on call duration and keywords mentioned.

This comprehensive approach enabled us to optimize our marketing efforts, improve lead quality, and ultimately drive business growth.

Results

Lead Generation Q1 2023 vs Q4 2024

+100%
Google My Business call share
+20%
Qualified unique leads
+29%
Calls with duration > 5 minutes
-50%
Decrease in unqualified unique callers
+5%
Unique calls
+3%
Conversions < 5 minutes on landing page

Let's Talk

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