Since 1982, Greg Smith Equipment has been the industry leader and trusted distributor of car lifts, tire changers, wheel balancers, and other quality automotive equipment. Today they sell that equipment online through their website, over the phone, and at showroom locations across the United States.
To generate demand from their target audiences — B2B auto shops and B2C hobbyists who build, restore, and repair vehicles — Greg Smith Equipment partners with leading digital marketing agency Seer Interactive. Seer uses paid search text and shopping ads to reach those audiences with the goal of driving more revenue for Greg Smith Equipment at an efficient rate.
Phone Call Conversions Are Important Revenue Drivers for Greg Smith Equipment
When optimizing digital advertising, Seer believes in making data-informed decisions. They don’t guess when it comes to their clients’ bottom line. It requires accurate, closed-loop performance data to understand what’s really driving revenue so Seer can make the most impactful optimizations. For clients like Greg Smith Equipment, that data must include phone call conversions.
“Greg Smith Equipment gets a ton of phone calls, and those callers can be extremely valuable conversions,” said Tim Moorhead, Paid Media Account Manager at Seer. “Customers needing to place large orders often call for help to finalize a purchase, and those calls are a win-win for Greg Smith Equipment. They are opportunities for Greg Smith Equipment’s expert support staff to provide great customer service and also recommend options that can increase the order size.”
Seer Uses DialogTech’s Call Tracking to Measure and Optimize How SEM Calls Drive Revenue
For the closed-loop revenue attribution data from calls generated by paid search, Seer and Greg Smith Equipment use DialogTech. Here’s how it works:
Keyword-Level Call Attribution Tied to Click IDs: For every call from paid search, DialogTech’s AI-powered call tracking solution captures the Google or Microsoft Advertising click ID, the caller’s phone number, and the day/time of the call and pairs that data with attribution on what drove it, including the search engine, campaign, ad group, keyword, and actions the caller took on Greg Smith Equipment’s website. DialogTech captures this data for both SEM text and shopping ads, as well as calls from both paid search call extensions and website visitors.
Revenue Matchback for Callers: That call tracking data from DialogTech is connected to the revenue generated by each call from Greg Smith Equipment’s system of record, enabling Seer to measure the real value and return of every call they generate down to the keyword. “DialogTech enables us to attribute revenue generated from calls from paid search and get credit for all the revenue we generate for the client,” said Moorhead.
Per-Call Revenue Data Activated in Search Ad Platforms: Seer then activates the call revenue data from DialogTech in Google Ads and Microsoft Advertising, eliminating the blind spot that calls create in performance metrics. Now they have holistic data on how each campaign, ad group, keyword, and call extension is driving revenue, both online and over the phone.
Smart Bidding Algorithms Optimize to Increase ROAS: Seer uses revenue data from online and phone orders as the fuel that powers the Google Ads and Microsoft Advertising smart bidding algorithms, enabling them to make smarter optimizations to increase revenue and ROAS for Greg Smith Equipment.
The results speak for themselves. Over the past year using DialogTech, Moorhead and the Seer team have attributed 24% more revenue from SEM calls while driving a 32% increase in both ROAS and revenue from paid search for Greg Smith Equipment.
“The real power of DialogTech’s call tracking is that without it, we would be blind to the revenue we generate from SEM calls,” said Moorhead. “And since DialogTech enables use to pass revenue matchback data from SEM calls into the search engines, we’ve seen paid search revenue and ROAS increase significantly. It’s been tremendous.”
“DialogTech makes it easy to attribute revenue from phone calls driven by search and Facebook advertising. Other call tracking platforms I’ve worked with couldn’t do revenue matchback, so having DialogTech help us automate it has been huge.”
Tim Moorhead Paid Media Account Manager at Seer Interactive
Up Next: Revenue Optimization for Calls From Facebook Ads
With the success of the revenue matchback program for SEM calls, Seer is now using DialogTech to do the same for calls from Facebook ads. “At Seer, we optimize digital advertising for what increases our client’s bottom line cost-effectively, and DialogTech helps us do that for calls,” said Moorhead. “DialogTech makes it easy to attribute revenue from phone calls driven by search and Facebook advertising. Other call tracking platforms I’ve worked with couldn’t do revenue matchback, so having DialogTech help us automate it has been huge.”
32% increase in both ROAS & revenue over the past year
24% increase in revenue attributed to paid search campaigns
Greg Smith Equipment partners with digital marketing agency Seer Interactive to drive more revenue from paid search campaigns cost-effectively.
A significant portion of revenue for Greg Smith Equipment comes from inbound calls, so Seer uses DialogTech to attribute revenue for the calls they drive from paid search.
By activating revenue-per-call data from DialogTech in Google Ads and Microsoft Advertising, Seer has increased ROAS and revenue by 32%.