Nail PPC optimisation with AI-powered call tracking | A guide

PPC optimisation has always been a critical challenge for marketers. With increasing competition, rising costs, and limited visibility into what’s actually driving conversions, efficient budget allocation can be a real challenge. The good news is, AI-powered call tracking offers a solution.

This game-changing technology helps marketers optimise campaigns and achieve impressive results. By leveraging AI and advanced analytics, marketers can unlock the full potential of PPC optimisation strategies while integrating powerful call tracking software.

In this blog, we’ll explore how AI-powered call tracking works, why it’s essential for PPC campaigns, and actionable steps to help you boost ROI.

The PPC ROI challenge marketers face today

Marketers face lots of hurdles when it comes to improving PPC campaign performance. We’re talking things like:

• High CPL (Cost per Lead): Without proper attribution, ad spend often gets spent on low-quality leads
• Budget waste: Misaligned targeting can result in wasted spend on ineffective campaigns
• Attribution blind spots: Limited visibility on what drives conversions makes it harder to refine strategies

According to recent research, marketers who aren’t tracking the full customer journey often struggle to optimise effectively. This is where AI-powered call tracking steps in, filling the gaps in visibility and providing actionable insights. Result? More clarity on where to prioritise spend and clearer, data backed decision⁠-⁠making.

What is AI-powered call tracking software?

Call tracking software connects the dots between your marketing efforts and the phone calls they generate. AI-powered solutions take this a step further by analysing calls to categorise them based on intent and outcome.

Here’s how it works:

• AI tools like Infinity’s Smart Outcomes automatically summarise and analyse call data
• Calls are categorised into outcomes such as "intent to buy" or "successful purchase"
• These insights are then fed directly into bidding tools to optimise ad spend

By integrating this technology, businesses gain a deeper understanding of customer behaviour and can make data-driven adjustments to their PPC optimisation strategies.

Benefits of AI-driven PPC optimisation

When you’re using the full potential of AI for PPC optimisation, you’ll start to see positive movement on:

1. Cost per Lead (CPL)

AI-powered tools identify high-intent calls, ensuring your ad budget is allocated to campaigns that drive quality leads. This minimizes waste and lowers your CPL.

2. Return on Ad Spend (ROAS)

By linking call outcomes to specific PPC activities, marketers can adjust bids in real-time to focus on high-converting keywords and audiences, resulting in higher ROAS.

3. Ad Targeting

Smart Outcomes enables granular targeting by identifying which ads generate the most valuable calls. This allows marketers to refine audience segments and messaging for better results.

Real-World Impact: Case studies and success stories

Here are some examples of how some of the Infinity clients have leveraged AI-powered call tracking:

• Specsavers: Achieved a 59% increase in the rate of PPC visits that led to calls.
• Flight Centre: Improved lead quality, resulting in a 44% conversion rate for enquiries driven by PPC campaigns.
• Stoneacre: Increased sales enquiries by 300% using AI to optimise their campaigns.

These success stories highlight the amazing results you can achieve when you combine the power of call tracking software with AI-driven analytics.

How to implement AI-powered call tracking in your campaigns

Here’s a step-by-step guide to integrating AI-powered call tracking into your PPC strategy:

1. Define goals: Establish clear call categories (e.g., "intent to buy") and the outcomes you want to track
2. Integrate with bidding tools: Connect your call tracking software to platforms like Google Ads to automate outcome-driven bidding
3. Analyse results: Use AI-generated insights to identify high-performing campaigns and areas for improvement
4. Optimise continuously: Refine campaigns based on real-time data to lower CPL and maximise ROAS

Future trends: The power of AI in paid media optimisation

AI is reshaping the way marketers approach paid media campaigns. Here’s what’s on the horizon:

• Predictive Analytics: Using historical data to forecast campaign performance and allocate budgets more effectively.
• Trend Spotting: AI tools can identify emerging customer preferences, helping marketers stay ahead of the competition.
• Enhanced Personalisation: Delivering hyper-targeted ads based on detailed customer insights.

Tools like Smart Outcomes give marketers the power to future-proof their strategies and maintain a competitive edge. What’s not to like?

Start maximising your PPC ROI today

AI-powered call tracking offers a revolutionary way to optimise PPC campaigns. By combining PPC optimisation strategies with advanced call tracking software, marketers can reduce CPL, maximise ROAS, and achieve measurable results. Don’t let attribution blind spots hold you back—start leveraging the power of AI to unlock your campaign’s full potential.