Client name withheld for confidentiality. Due to confidentiality, we are hiding the client’s name and website. In this case study the client is referred to as “Northline Services”, an assumed name. The performance figures and charts are from the real account.

Driving 52 Phone Calls for a Local Business, 12 of Which Converted

Northline Services is a local business whose customers prefer to call. We ran a Google Ads call campaign that turned clicks into 52 phone calls, and 12 of those calls converted.

Performance MarketingGoogle AdsLocal Business
52Phone callsFrom one Google Ads call campaign
12Converted callsAbout 23% of all calls
7.24%Ad click-through rateAt an average cost of $1.21 per click
695Ad clicksFrom 9,605 ad impressions
Client
Northline Services (assumed name)
Industry
Local business
Service
Local business marketing (Google Ads and traffic)
Top market
India, with a multi-country audience
Ads period
16 Oct 2024 to 8 Jun 2025
Data sources
Web analytics and Google Ads
The story

From Clicks to Phone Calls That Convert

For a local business, the goal is a call or an enquiry from the customer. Northline Services’ customers are ready to call. Here is how the results came together.

  1. 1The channels

    Several doors into the site

    Google, Facebook and YouTube each sent visitors to the site, so traffic did not depend on a single source.

  2. 2The markets

    Reach across many countries

    India led, followed by Mexico, the Philippines, Egypt and Indonesia, with the United States and Brazil also in the top seven.

  3. 3The conversion

    Calls that turn into conversions

    A Google Ads call campaign earned 695 clicks and 52 phone calls at a 7.24% click-through rate. 12 of those calls converted.

Seen9,605

Ad impressions on Google Search.

Clicked695

Clicks at a 7.24% click-through rate.

Called52

Phone calls from the ad.

Converted12

Calls that converted, about 23%.

The results

What the Data Shows

The charts below come straight from the web analytics tool and Google Ads.

01

Traffic from many channels and countries

Google is the largest source, followed by Facebook and YouTube. Direct visits, Instagram and other sites add smaller amounts.

By country, India brings the most visits, followed by Mexico. The Philippines, Egypt, Indonesia, the United States and Brazil complete the top seven.

Result

A healthy mix of channels and countries, led by Google and India.

Traffic map, countries and sources
Analytics dashboard showing a world traffic map, top countries led by India, and top sources led by Google and Facebook
Traffic map, top countries and top sources. The client website address is blurred for confidentiality.
02

Google Ads that produce phone calls that convert

The “Call ad” Search campaign ran from 16 October 2024 to 8 June 2025. It earned 695 clicks from 9,605 impressions, a click-through rate of 7.24%, at an average cost of $1.21 per click.

The campaign recorded 52 phone calls for a total spend of $840.34. Of those calls, 12 converted, a conversion rate of about 23%. That works out to about $16 per call and about $70 per converted call.

Result

52 measured phone calls, 12 of them converted, with an optimization score of 88.7%.

Google Ads campaign
Google Ads campaigns table: Call ad Search campaign with 695 clicks, 9,605 impressions, 7.24 percent click-through rate, $1.21 average cost per click, $840.34 cost and 52 phone calls
Google Ads campaign performance, 16 Oct 2024 to 8 Jun 2025. Source: Google Ads.
What it shows

What These Results Tell Us

01

Ads that get clicked

A 7.24% click-through rate on 9,605 impressions shows the ad matched what people were searching for.

02

Not reliant on one channel

Google, Facebook and YouTube each bring traffic, and seven countries contribute, which spreads the risk.

03

Calls turn into conversions

Phone calls are tracked, and 12 of the 52 converted, so ad spend ties directly to results that matter to a local business.

About the data. Country and source rankings come from the client’s web analytics tool, shown without visit counts, and the screenshot does not show a date range. Campaign figures come from Google Ads for 16 Oct 2024 to 8 Jun 2025. The 12 converted calls were provided separately and are not visible in the screenshots. Cost per call (about $16), cost per converted call (about $70) and the 23% conversion rate are calculated from the figures, and money is in the account’s currency, as displayed. Screenshots are cropped and the client website address is blurred.

Want to Talk About Your Marketing Results?

If you run a local business and want more calls and enquiries from the channels you already use, let’s discuss your goals and see whether my experience is a good fit.

Discuss Your Project Explore Performance Marketing