Case Study: Lifting Qualified Call Volume for a US Insurance Buyer
A US auto and health insurance buyer came to us with a familiar problem: they could get call volume, but too much of it was off-hours, out-of-state, or low-intent. Their agents were burning minutes on calls that never qualified, and the cost per qualified call kept climbing.
We do not share confidential numbers here. This is how the campaign was run.
The starting point
The buyer was already running pay-per-call traffic through other sources. The issue was not volume — it was the mix. Calls arrived outside the states they were licensed for, after their call center closed, or from people who were price-checking with no intent to bind. Their billable rate was low, and they could not tell which sources were the problem because everything posted as one blended number.
What we changed
We ran the account the way we run every campaign: small test first, scale after the numbers hold.
- Source review before launch. Every publisher was vetted on traffic source, consent posture, and geo capability before a single call routed. Sources that could not target the buyer's licensed states did not go live.
- IVR filtering. A short qualifier screened callers for location and intent before the call reached an agent, so misdials and off-geo callers dropped out before they became billable.
- Dayparting to buyer hours. Traffic was scheduled to the call center's open hours per region, so volume stopped landing on voicemail.
- Reporting by source. Each source posted separately. When billable rate or call duration dipped, we traced it to the exact publisher and paused it instead of penalizing the whole campaign.
The outcome
Within the first test caps, the qualified-call share moved in the right direction and held there as we lifted volume. Just as important, lead-quality consistency improved: the agents spent their time on callers they could actually write, and the buyer could finally see which sources produced billable calls and which did not.
The campaign scaled in steps. Budget increased only after contact rate, call duration, and the buyer's own close feedback stayed aligned across a larger sample.
The takeaway
The fix was not a new traffic source. It was filtering at the source, qualifying at the IVR, scheduling to buyer hours, and reading performance per source instead of in aggregate. That is the difference between more calls and more qualified calls.
Want this run on your insurance traffic? Apply as an advertiser and tell us your states, hours, and buyer rules.