Have you ever had to deal with horrible customer service? Do you remember how annoyed you felt waiting on the phone, listening to “elevator music” for over an hour? Add that to the pressure you feel when you’re trying to get more leads for your boss… and you have a recipe for a bad day.

If this sounds familiar, boy, do we have a treat for you.

In this article, we’ll share how CallRail has:

  1. helped our client get more than 1,000 highly qualified leads.
  2. helped close 110 of these leads into $880,000 worth of sales.
  3. helped achieve and maintain a 10% lead-to-sale conversion rate.
  4. accomplished all this with the best customer support we’ve ever experienced.

And the kicker is that this happened for just one of our clients during the 2016 period. (And it’s only August.)

Two CallRail Features That Helped Our Client Get Results

We help our client in the healthcare space manage and optimize their AdWords campaign. By using CallRail’s robust tracking options with AdWords, we were able to boost lead-to-sale conversion rates to 10% and keep it there. Two CallRail features were particularly instrumental in helping us accomplish this.

1. Static & Offline Call Tracking

This feature assigns a unique phone number to callers based on the marketing campaign they came from. It lets us track and organize callers by online or offline marketing channels (e.g. Facebook, Yelp, AdWords, direct mail, newspaper, radio, TV, etc.) and geographic location. It also lets us identify and focus more on which efforts drive the most leads.

These features are particularly helpful for our healthcare client, who has locations and offices across the United States. Not to mention, they run campaigns on multiple channels both online and offline, so measuring ROI can be a complicated affair.

Thanks to static and offline call tracking, we’re able to get very granular with how we track our AdWords campaigns’ performance. Not only that, but we’re also able to evaluate the impact of AdWords on other marketing channels and share those insights with our client.

2. Dynamic Number Insertion (DNI) & Keyword Call Tracking

Because our healthcare client is national, it’s critical for us to be able to measure trends by geographic region and collect data on what keywords are driving traffic from which regions.

That’s why DNI is really helpful for us. It changes the phone number shown on a website depending on where the visitor comes from. This can be configured for both source and geography, making it easier to pull data by geographic region.

DNI is built into keyword call tracking, which tells us which search keywords (paid or PPC) triggered the phone call. It also shows us which website or ad the visitors came from and what pages they visited.

With this data, we can pause poor-performing keywords for our client and identify winners. On a large scale, DNI and keyword call tracking help us identify keyword trends by the number of clicks (up to a nationwide level). On the small scale, it helps us manage individual campaigns more effectively.

Two Factors That Made Our Campaign Using CallRail A Success

There were two critical elements that made the process of using CallRail to generate a better return for our clients silky smooth:

1. Tight Tracking

Being able to re-trace a customer’s steps back to a specific marketing effort was critical to the success of our campaigns. Here are the valuable metrics CallRail allowed us to track, which we highly recommend you should consider measuring in your own campaigns:

  • How many leads we got.
  • Where these leads came from.
  • What pages callers visited.
  • What keyword they searched before the call.  
  • Where prospects are in the buyer’s journey.
  • How much money was put behind each effort.
  • The total number of people who called.

2. The Incredible CallRail Support Team

CallRail’s support team is one of the best we’ve ever worked with. And that means a lot because we’ve worked with tons of tools and platforms over the years.

Why are they so special? Because:

  • If you have a question, they reply quickly.
  • Their responses are always accurate.
  • If we need help on granular topics, they’re willing to dig in and find the answers.

Now, let’s move on to our secret tip that helped us get the most out of CallRail for measuring and improving our client’s AdWords campaigns…

How To Leverage CallRail For Maximum Results

To make your life easier, we highly recommend you structure your CallRail account to match the structure of your AdWords account. This was a huge win for our client’s complex account.

Because the naming structure is the same:

  1. We know exactly which AdWords campaigns generated which call leads.
  2. Everything is clean and organized when you export data, which makes reporting way easier.


CallRail is an incredible tool for increasing the ROI of your AdWords campaigns. Plus, their awesome support team makes it easy to get call tracking up and running fast.

We suggest you try it out (if you haven’t already.)

Now, we’d love to hear from you in the comments below. How have you used CallRail to measure the success of your campaigns? Are you struggling to measure your campaign ROI? Let us know and we’d be happy to help.

Will Chou is a digital strategist at WebMechanix, an agency that helps its clients drive tangible business results through Google AdWords. Get a free gift: The “How To Improve Your AdWords Campaign” Checklist.