We recently partnered with Google to help drive more qualified leads to a retail business in the FMCG market. According to the client, a standard qualified lead stems from phone calls lasting between 2 to 3 minutes.
We have optimized the ads for a 2-minute phone call conversion. We then created Call Only ads in separate campaigns which were state-specific.
1) Phone Calls: 75% increase from the previous period!
2) Conversions: 95% increase from the previous period!
3) Cost per Conversion: 38% decrease from the previous period!
As some final food for thought, the top five categories that value phone leads are auto, cable/telecom, financial services, home services, and travel.