THE CHALLENGE
What stood in the way
When COVID-19 hit, businesses everywhere cut advertising to preserve cash - pausing campaigns, disconnecting numbers, and treating ad spend as the easy thing to cut. A Midwest HVAC company faced the same decision in April 2020: pull its advertising like everyone else, or hold steady and trust the data. The real question was whether marketing was even appropriate during the disruption, and whether the calls it drove would still convert.
THE SOLUTION
What changed
- 01Hold the ad spend steadyCautiously optimistic, the company kept its ad placement and schedule running through April 2020 instead of pausing.
- 02Track every call to revenueConvirza's Conversation Analytics™ captured and scored each inbound call, tying it to leads, bookings, and revenue - so the decision could be judged on data, not fear.
- 03Score caller intentAnalytics showed 74% of callers were genuinely interested in hiring the company, up from a 66% lead ratio the prior April.
- 04Prove the returnAttribution connected advertising spend directly to booked, revenue-generating jobs - and quantified what pausing would have cost.
- 146:1Return on ad spend
KEY TAKEAWAY
Holding ad spend steady while competitors paused - with call tracking to prove the return - delivered a 146:1 ROAS, $146 in revenue for every advertising dollar. A company that pulled its mailer that same month lost sales instead.
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