Calls are not conversions until someone answers

Call-only campaigns look wonderful when the pixel counts any connection. Then you listen to the tape, or you ask the diary, and you find a lot of silence.

We sample. We would rather have fewer counted calls and a higher booked-job rate. If you will not let us hear or classify a sample, we will not pretend the duration metric is a result.

What belongs in the audit

Opening hours. Overflow. Whether a human says the name of the firm. Whether the number on the ad is the number that rings. Whether after-hours traffic is being bought into a void. Media cannot fix a number that goes into a voicemail nobody returns.

We do not publish a telephone number on this site, on purpose. Enquiries come in writing so there is a record. For clients who live on inbound calls, the opposite is true: the record is the tape and the diary, not the pixel.

A duration pixel is not a sales team.

How it shows up in the pack

Counted calls, sampled booked jobs, and a sentence on answer rate. If the sample is ugly, we pause the call campaign before we “optimise” the bid. Volume without the word qualified is vanity, and vanity invoices well until the operator notices.