PPC x Infinity Conversation Analytics x Google Smart Bidding

Client: BT Business

BT Business faced a critical challenge in its B2B sales environment: traditional PPC tracking wasn’t telling the full story. With a significant portion of sales happening over the phone, ad spend was being wasted on clicks that didn’t convert. Even where call tracking existed, it treated all calls equally—failing to differentiate between high-value sales and routine inquiries.

To solve this, BT Business, in partnership with Infinity, leveraged AI-powered Conversation Analytics. This cutting-edge technology analysed call transcripts in real time, identifying actual sales conversations. By feeding this intelligence into Google Ads and SA360, BT transformed their bidding strategy—prioritising ad spend on prospects most likely to convert.

The results were extrodinary:

80.5% boost in conversion rates for phone sales

69% surge in call-driven sales, delivering 147 high-value calls

6.7% increase in in-platform revenue, enhancing ROI accuracy

More than just efficiency, this initiative redefined how AI fuels growth. By ensuring every advertising dollar worked smarter, BT unlocked a new era of precision in digital marketing—one where AI doesn’t just track conversions, it drives them. Now, this strategy is a core pillar of their always-on PPC approach, setting a new industry benchmark for AI-powered performance marketing.