A CONVERSATION WITH:
-Aaron Crewe
Founder & Managing Director of Novi.Digital
Novi.Digital is a high-performing PPC agency for UK B2B and luxury brands. For over 16 years, Novi.Digital has helped its clients prove which activities create results. The agency’s center of gravity is data-driven attribution: clean UTM discipline, reliable conversion tracking, and the ability to connect media spend to pipeline.
As AI sped up the pace of optimization, and as phone leads rose as a share of conversions, the team needed a straightforward, competitively priced, non-committal tool to attribute calls with the same rigor as web conversions. They chose Nimbata.
1. Phone conversions were under-counted versus form fills
Many leads happened over the phone, but those calls weren’t tracked as accurately as form fills. Attribution gaps meant campaigns looked underperforming.
2. Wasted spend from low-quality keywords and incomplete signals
Without call data, Google Ads optimizations were based on incomplete signals—causing roughly 25% of budget waste on low-quality keywords.
3. Proving ROI to skeptical finance leaders
Novi.Digital struggled to justify results to CFOs, who demanded hard data tying spend to conversions.
4. Knowing which keywords drive quality calls (not just volume)
Volume metrics didn’t tell the full story. The team needed to know which keywords drove valuable conversations—not just clicks.
Novi.Digital turned to Nimbata to bridge the growing gap between digital and phone conversions. For clients where 50–75% of leads came through calls, the team deployed Nimbata to ensure those conversations were tracked and attributed alongside online form submissions.
By routing call data into Google Sheets, they gained a unified view of performance, enabling deep analysis and automated adjustments in Google Ads based on total revenue from both forms and calls.
To make attribution even smarter, the team used Nimbata’s AI sentiment analysis to flag positive or negative calls, identify conversation themes, and refine keyword and ad content strategies accordingly.
Nimbata closes the loop on a conversion type that had been sidelined in favor of forms, bringing phone performance into the same attribution picture.
50% more conversions attributed by including previously unseen phone calls.
25% ad spend saved, with budgets redirected to high-quality keywords and campaigns.
CFO approval secured through call-inclusive, data-backed ROI reporting.
Clearer keyword quality insights, enabling smarter CPA and budget optimization.
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