How Adgurus Automates Call Qualification and Improves ROAS
A CONVERSATION WITH:
– Yannis Giovanos,
Founder of Adgurus
“In lead generation, there’s always ambiguity. Nimbata brings clarity, so we can see what happens after the lead and allocate budgets intelligently.”
Adgurus is a high-touch performance marketing consultancy founded in 2017 by Yannis Giovanos, who brings over 15 years of experience across in-house, agency, and leadership roles. The agency partners with a select group of 10–15 enterprise clients at a time, acting as an embedded growth partner rather than a traditional full-service agency.
Specializing in data-driven performance marketing, Adgurus helps clients optimize digital spend and uncover actionable insights from every conversion channel. As phone-based leads became a key growth driver — particularly for medical and high-intent service clients — the team turned to Nimbata to make calls measurable, automate qualification, and connect real conversations to marketing ROI.
1. Lead quality was unclear in phone-heavy funnels
In categories with high call volume, like medical clinics, Adgurus struggled to understand which phone leads were truly sales-ready.
2. Proving value beyond form fills
Performance reports focused on digital conversions, making it difficult to show the full impact of campaigns that also drove phone calls.
3. Incomplete visibility across platforms and CRM
Without consistent call attribution, decision-making systems like Google Ads, Meta, and CRM tools lacked the data needed for optimization.
4. Maintaining a CMO-level consulting approach
As a high-touch performance partner, Adgurus needed fast access to granular call insights to guide strategy and support executive-level reporting.
Nimbata acts as Adgurus’ call intelligence layer, transforming high-volume conversations into structured, actionable data.
Using AI-powered summaries and custom prompts, the team qualifies leads automatically, flags key actions like appointment bookings, and measures call quality without manual effort. Through integrations with Google Analytics, Google Ads, Meta, and Zapier, every phone conversion syncs across platforms and CRM workflows, creating a complete attribution loop.
All insights feed into Adgurus’ proprietary analytics database, enabling real-time tracking of cost per qualified lead (CPQL) and advanced ROAS modeling alongside digital conversions.
AI-led lead qualification: Calls are summarized and scored automatically, replacing manual review.
Sharper ad optimization: Insights from call sentiment refine keywords and creative.
Clearer ROI tracking: CPQL and ROAS reporting link spend directly to qualified leads.
Faster, data-driven decisions: Campaigns evolve based on real call outcomes, not assumptions.
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