How Wizard turned their client’s phone calls into a high-performing conversion channel
A CONVERSATION WITH:
– Dimokratis Kapsitidis, Performance Marketing Director
“With Nimbata, phone calls became a high-performing conversion channel – optimized, attributed, and scaled.”
Wizard is an award-winning performance-based digital marketing and advertising agency based in Athens, Greece. It focuses on building sustainable, measurable growth for its clients by combining data, media, and creativity.
With a strong emphasis on performance strategy, conversion-driven execution, and continuous optimization, Wizard supports brands that compete in demanding markets, particularly across eCommerce and lead generation, helping them create a real competitive advantage through digital.
Wizard had to design a strategy for their client, a gas and electricity supplier, with a clear goal: to turn phone calls into a core central performance channel instead of a supplementary lead source, all with a stable media budget. The 4 main goals for the period were:
+150% Leads from Contact Forms
+100% First Time Callers
+150% Conversion Rate
Reduction of CPC by -10%
1. Competing in a crowded market
The client operates in the highly-competitive gas and electricity online market and holds quite a small share of that online market, at just 3.11%.
2. Weak engagement metrics
The client suffered from underwhelming performance in new sessions and engagement compared to the industry average.
3. Phone sales outside digital tracking
A large share of sales was happening over the phone, but those calls weren’t properly tracked. This meant that many valuable leads were nowhere to be found in analytics, reports, and dashboards.
4. No call signal feeding the algorithms
Because phone leads weren’t attributed back to campaigns, keywords, or channels, the client’s ad algorithms were trained for optimization on poor quality, low-revenue signals.
Wizard solved this by putting Nimbata Call & Form Tracking at the center of their client’s performance setup. Every inbound call was:
– Tracked at keyword, campaign, and channel level
– Linked with GCLID,
– Pushed into the CRM
– Labeled as first-time vs repeat, qualified vs converted.
First Time Callers with calls over 60 seconds became the primary conversion event – the strongest and most reliable revenue signal in the account.
Through Nimbata’s integration with Google Ads and GA4, the team:
– Activated Enhanced Conversions with Leads
– Used Offline Conversion Uploads so phone leads were counted even in consent-restricted environments
– Synced call data to Meta via Offline Conversions, completing the tracking journey from ad impression to phone sale across platforms.
All of this ran on a privacy-first setup with Consent Mode v2 and automated flows (Google Sheets + Apps Script), turning call tracking from a simple reporting add-on into a fully integrated performance engine that bids, optimizes, and scales based on real sales events.
First Time Callers constituted the strongest revenue signal, dramatically improving campaign performance. So, the call-first, Nimbata-centric strategy, led to:
+376.5% Leads from Contact Forms
+251.6% First Time Callers
+304.08% Conversion Rate
-16.03% CPC
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