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Using Invoca to increase conversions and ROI from Facebook advertising

BoomTown combined the power of Facebook advertising with lnvoca's Call Tracking & Analytics to get quality prospects on the phone.
63%
lift in total call volume
82%
drop in CPA
20%
increase in revenue
Using Invoca to increase conversions and ROI from Facebook advertising
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Invoca for Facebook allows us to leverage the reach of Facebook, with the benefit of seeing when that reach produces valuable results beyond the ad impression or click.
Brock Ward
Digital Marketing Manager at Boomtown

The Mission

The mission was simple: drive more phone conversations with prospects as soon as possible. 

BoomTown discovered that lead forms weren’t a practical way to convert real estate agents, who are often busy and on the go. Prospects didn’t want to fill out a form on a mobile phone and wait for a call back, making a phone call is a much more effective call-to-action. 

In addition to driving phone calls, BoomTown shifted their Facebook advertising strategy to build their brand presence and educate their audience through video. The goal was to get prospects on the phone who understood BoomTown’s value and functionality.  

The Approach

1. Get granular call attribution with Invoca for Facebook
Invoca provides call attribution within Facebook’s advertising dashboard. For the first time,  BoomTown’s marketing team could see how their Facebook video ads were driving phone calls, even when prospects called days after initially watching a video. With this insight, the marketing team made smarter budget allocations that reduced CPA (cost per acquisition) and increased phone calls by 63%. 

2. Drive high-quality leads
BoomTown not only increased call volume, they used Invoca’s insights to drive higher quality leads. With every call, BoomTown could see who was calling and what happened on the call, to better optimize their strategy for quality.

We shifted our on-site conversion strategy to urge prospects to call sales first, rather than complete a form. We also expanded our use of Invoca’s call intelligence to gain actionable insight about calls coming into our business.
Brock Ward, Digital Marketing Manager at Boomtown

The Results

BoomTown combined the power of Facebook advertising with Invoca’s call intelligence to get quality prospects on the phone. The results were more leads, greater ROI, and an easier, shorter sales process. 

  • 63% lift in total call volume
  • 82% drop in CPA
  • 20% increase in revenue
  • 40% lift in conversion rate from phone calls compared to form-fills

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