Breaking Down Google PPC Leads - Click-to-Calls vs. Website-to-Calls

Introduction

I’m starting to see rumblings in the trades about how many phone calls are initiated from your website versus from the Google SERP (Search Engine Results Page), so I wanted to provide some data.

When a customer searches for your company name on Google, or an unbranded search like “AC Installation near me”, they usually have the option to click through to your website, browse and then call, or they can call directly from Google.

Definitions:

Click-to-Call: when someone calls your business right from the Google Search Engine Results Page (seen in the below image):

Website-to-call: when someone clicks a Google PPC ad, goes to your website, then calls your business

62.4% of Google PPC Phone Leads Were Click-to-Call

Out of every 100 phone call leads from Google PPC (pay-per-click), you could expect 62 of them to be click-to-calls and 37-38 of them to go to your website first, then make the call.

So, the majority of calls to your business from Google PPC ads don’t go to your business website first.

Does that matter?

Let’s compare match rates between click-to-call and website-to-call leads.

Click-to-Call Leads Have a Lower Match Rate Than Website-to-Call Leads

Click-to-calls matched to new opportunities in the CRM at a rate of 31.4%.

Website-to-calls matched to new opportunities in the CRM at a rate of 37.8%.

So, for every 100 phone calls, website-to-calls match to new opportunities in the CRM at a rate 6.4% higher than click-to-calls, or 6 job more job opportunities for every 100 calls.

Click-to-Call Leads Have a Lower Percentage of New Customers Than Website-to-Call Leads

12.8% of click-to-calls were from new customers and 18.6% were from existing customers.

23.4% of website-to-calls were from new customers, almost double! 14.4% of website-to-calls were from existing customers.

Click-to-Call Google Ad Leads Drive More Revenue from New Customers Despite a Lower Match Rate and a Lower % of New Customers

Click-to-call leads drove $619,630 in closed revenue from new customers.

Website-to-call leads drove $372,150 in revenue from new customers.

Because more lead volume came via click-to-calls, the lower match rate and lower percentage of new customers didn’t matter when it came to measuring revenue from new customers.

In summary, click-to-call leads drove more total closed revenue than Website-to-Call Leads

Across more than 1,500 leads from Google PPC that came in from part of an HVAC marketing strategy, click-to-call leads generated $979,377 in closed revenue from all customers (new and existing) and website-to-call leads generated $608,022 in closed revenue from all customers.

Both still drove significant revenue, but the data is very telling. Customers want convenience and may spend money with you before ever getting to your website.