Phone Call Lead Optimization
Goal: phone_call_unique · Account 321-565-7460 · Cost-focused budget analysis
Total Spend (30d)
$10,412.06
Phone Call Leads
5
Cost / Phone Call
$2,082.41
Wasted Spend
$6,838.07
Best $/Call
$398 DP-11
Where Is the Money Going?
30-day spend split: only 34% of budget is on campaigns that actually produce phone calls
65.7% No Calls
34.3% Converting
$6,838.07 across 9 campaigns → 0 phone calls
$3,573.99 across 4 campaigns → 5 phone calls
$3,573.99 across 4 campaigns → 5 phone calls
⚡ Actionable Recommendations
Priority 1 — Immediate Shift budget to your 4 converting campaigns
$6,838.07 (65.7%) is spent on 9 campaigns that produced zero phone calls in 30 days. Meanwhile, Dolphin Pools – 11 delivered 2 calls on just $795.99 — a $398/call cost. Reallocate aggressively: pause or slash budget on DP-14 ($1,251.71, 0 calls), DP-15 ($1,283.34, 0 calls), and DP-10 ($1,132.00, 0 calls). These 3 alone = $3,667.05 with nothing to show for phone leads.
Priority 2 — This Week Kill competitor brand searches — instant $408 savings
Your Brand campaign is paying $408.06 over 90 days for clicks on Presidential Pools, California Pools, Rondo Pools, B&B Pools — all 34 clicks, zero conversions. Presidential Pools alone is $215.90. Add all as campaign-level negatives today. This is the fastest budget recovery with zero risk.
Priority 3 Convert the “cost” searchers — $1,300 already spent, 0 calls back
Cost/price/how-much queries generated $1,300.67 in spend over 90 days across 75 clicks — but zero phone_call_unique conversions. These are high-intent buyers researching pricing. The fix isn’t to stop bidding — it’s to land them on a page with a phone number front and center. Create a dedicated “Pool Cost Estimate” landing page with a single CTA: “Call for a free quote.” Target top terms: “cost to build a pool”, “inground pool cost”, “arizona pool cost”.
Priority 4 Double down on “near me” + geo — these are your proven call triggers
Every single phone_call_unique conversion in 90 days came from a term with either a Phoenix/AZ geo modifier or “near me”. “Near me” bigram = 131 clicks, “pool builders” = 150 clicks. Add exact/phrase match keywords: “pool builders near me”, “pool companies near me”, “pool installation near me”. These are your conversion fingerprint — match them exactly.
Priority 5 Consolidate campaign structure to cut duplicate auctions
“Pool builders phoenix” appears in DP-09, DP-10, and the Brand campaign simultaneously — you’re bidding against yourself. 13 numbered geo campaigns with overlapping terms inflates CPC and fragments Quality Score. Consolidate into Phoenix, Scottsdale, Gilbert, Mesa themed campaigns. Fewer campaigns, tighter match types, lower effective CPC per phone call.
Total Spend
$10,412.06
Total Clicks
338
Avg CPC
$30.80
Phone Calls
5
Cost / Call
$2,082.41
Cost vs. Phone Calls — 30 Days
Bar height = spend. Gold bars = campaigns that produced at least 1 phone_call_unique.
Full Campaign Breakdown
Sorted by phone call efficiency. Green rows converted; red signal = zero phone calls.
| Campaign | Spend | Clicks | CPC | Phone Calls | Cost / Call | Action |
|---|
Reclaimable (Top 3)
$3,667.05
Competitor Waste (90d)
$408.06
Cost Intent Spend (90d)
$1,300.67
If Reallocated → Est. Calls
9.2
Current vs. Recommended Budget Split
Moving spend from non-converting to converting campaigns at DP-11’s proven $398/call rate
Current (30d)
65.7%
34.3%
$6,838.07 wasted · $3,573.99 productive
Recommended
30% Watch
70% Converting
Shift $3,667.05 from DP-14/15/10 → DP-11/16/12/09
Competitor Brand Bleed — Instant Savings
90-day spend on competitor brand searches in your Brand campaign. All 0 conversions. Add as negatives today.
| Search Term | Clicks | Spend | Conversions | Action |
|---|
Cost/Price Intent — Spend Already Flowing, Zero Calls Back
These searches show strong purchase intent (researching pricing). The landing page isn’t converting them to calls — fix the page, not the keywords.
| Search Term | Clicks (90d) | Spend | Campaigns | Phone Calls |
|---|
💡 Recommendation
Don’t cut these keywords — the intent is real. Build a “Pool Cost Estimate” landing page with a single dominant CTA: “Call now for a free quote”. Route all cost/price terms to it. Total 90d spend on this segment: $1,300.67 — that’s budget already committed. Make it work.
Converting Terms (90d)
10
Total Events
12
Geo Signal
8 of 10
“Near Me” Signal
4 of 10
Every Search Term That Produced a Phone Call
12 conversion events across 10 unique terms over 90 days. These define your conversion fingerprint.
| Search Term | Campaign | Calls | Signals |
|---|
📍 The Conversion Formula
Pool + [builders/companies] + [phoenix/az/near me] = phone call. Every single converting term follows this pattern. Bid exactly on these combinations.
⚠️ The Gap
Cost/price terms never convert to calls. 75 clicks, $1,300 spent, 0 phone leads. Same intent, different landing experience needed.
🏆 Top Performer
Dolphin Pools – 11 converted on 3 different terms (arizona, phoenix, near me) at $398/call. This campaign’s ad + landing page combo is working — replicate it.
🔄 Cross-Campaign Duplication
“Pool companies near me” converted in both DP-12 and DP-15. Same keyword, two campaigns = you’re competing with yourself and inflating CPC.