How can telephone enquiries be reliably measured and integrated into digital campaigns? This success story shows how Bauzaunwelt used conversion tracking to make offline leads visible, train the Google algorithm in a targeted manner, and significantly improve marketing performance—together with its partners Smarketer and matelso.
Summary
- Why setting up offline conversion tracking is crucial for marketing success – especially with Google Ads
- Bauzaunwelt: A company focused on direct customer interaction and strategic objectives
- The challenge: Lack of offline conversion tracking, untapped potential, no tools
- The solution: Conversion actions and smart bidding for maximum lead visibility in Google Ads and Google Analytics
- The results: Greater efficiency, valuable offline conversions in Google, comprehensive marketing reports, and transparent campaign success
- Conclusion & outlook: Tracking all offline conversions = the key to sustainable search engine advertising and growth
“We have been using matelso Lead Tracking for our client Bauzaunwelt.de since 2024. Thanks to efficient conversion tracking, we now finally have full transparency over telephone leads. Previously, these valuable conversions were not measurable for online marketing, which made it difficult to optimize Google Ads campaigns. Now, call data flows directly into Smart Bidding, enabling Bauzaunwelt.de to advertise more efficiently and generate high-quality leads in a targeted manner. The results speak for themselves: more clicks, higher conversion rates, and significantly better budget control. Working with matelso has been an absolute game changer for us!”
– Yunfei Xi, Senior Account Strategist at Smarketer
Why setting up offline conversion tracking is crucial for marketing success – especially with Google Ads
In digital marketing campaigns, it’s not just clicks that count – real lead data and conversions determine success. Especially in industries where telephone inquiries play a central role, inaccurate measurement of call leads leads to inefficient reporting and a low marketing ROI – i.e., a low number of clicks and less revenue. Offline conversion tracking (using call tracking, among other things) closes this gap in conversion tracking in Google by making phone inquiries visible, measurable, and optimizable – and thus directing marketing budgets specifically to valuable contacts and Google Ads conversions. Without accurate data, advertising platforms such as Google Ads lack the right foundation for optimization – especially when it comes to smart bidding.
“Without accurate data, valuable lead data remains invisible. Offline conversion tracking ensures complete performance measurement and optimizes budget allocation.”
– Yunfei Xi
Bauzaunwelt: A company focused on direct customer interaction and strategic objectives
Bauzaunwelt is one of Germany’s leading suppliers of construction fencing, barrier technology, and accessories. As an online retailer with strong direct sales, telephone inquiries are a crucial part of the customer journey—many customers have specific questions or need advice before making a purchase decision.
However, before introducing efficient offline conversion tracking with matelso, Bauzaunwelt was unable to accurately measure telephone enquiries as conversions – this is only possible with matelso’s lead tracking. The Google algorithm primarily optimised campaigns based on clicks, leaving the full potential of call data untapped. The implementation of matelso technology changed this fundamentally: calls became measurable conversions, the algorithm was able to optimize more precisely, and the entire campaign management became more data-driven and efficient.
The challenge: Lack of offline conversion tracking, untapped potential, no tools available
Despite successful Google Ads campaigns, Bauzaunwelt faced a key challenge: phone enquiries – one of the most valuable sources of conversions – were not being accurately recorded. In a highly competitive market where visibility and efficient lead generation are key to success, poor reporting and a lack of offline lead data meant that budget and campaign management could not be optimally planned and adjusted. This resulted in a lack of transparency and low efficiency. Bauzaunwelt lacked a data protection-compliant tool to measure every conversion action and the performance of its campaigns.
“Without lead tracking, the Google algorithm only optimizes based on clicks. Phone leads must be recorded as conversions to realize the full potential of Smart Bidding.”
– Yunfei Xi
– Yunfei Xi
The specific problems:
Insufficient measurability
Phone calls were not recorded as conversions – the success of Google Ads campaigns could only be evaluated based on clicks and what happened on the website.
optimization deficits
Since Google Ads optimized Smart Bidding without call data, the budget was not optimally distributed across the most valuable queries.
competitive pressure
Generic search terms such as “buy construction fence” were highly competitive – targeted campaign management based on real customer queries was crucial.
The consequence:
Without a precise data basis, the Google algorithm was unable to optimally control campaigns, and valuable calls were not counted as conversions.
The solution:
matelso Lead Tracking to make telephone inquiries measurable and thus significantly increase reporting and marketing ROI.
Generic search terms such as “buy construction fence” were highly competitive – targeted campaign management based on real customer inquiries was crucial.
Lead tracking with the matelso platform
More leads, less waste, lower costs – lead tracking makes digital marketing more efficient and profitable! Benefit from up to 30% lower CPLs and 40% less waste!
The solution: conversion actions and smart bidding for maximum lead visibility in Google Ads and Google Analytics
In order to improve the performance of its Google Ads campaigns, Bauzaunwelt implemented matelso Lead Tracking in August 2024. The main aim was not only to make call enquiries measurable, but also to actively integrate them into the optimization of the campaigns.
Offline conversion tracking was successfully integrated as follows:
- Measurable conversions: Phone calls were recorded as conversions in Google Ads for the first time, enabling more accurate performance evaluation.
- Smart bidding with value-based bidding: Each call was assigned a monetary value so that the Google algorithm could optimize for profitable leads.
- Automated campaign management: Using the new data foundation, Smart Bidding dynamically allocated the advertising budget toward the most valuable inquiries.
- Improved ad performance: The combination of offline conversion tracking and Smart Bidding resulted in ads being served to the most relevant users.
“By monetizing calls, Google Ads was able to optimize for high-quality leads. The result: better ad performance and more efficient budget spending. Every conversion now shows up in the Google Ads account.”
– Yunfei Xi
– Yunfei Xi
With this strategy, Bauzaunwelt turned phone calls into trackable conversions that went straight into campaign optimization. Thanks to the accurate data, Google Ads with Smart Bidding worked better, leading to a lasting improvement in campaign performance.
The results: greater efficiency, valuable offline conversions in Google, comprehensive marketing reports, and transparent campaign success
The implementation of matelso Lead Tracking and the resulting improvement in offline conversion tracking led to measurable success – and significantly better results from Google Ads Smart Bidding. By accurately recording and evaluating telephone enquiries, Bauzaunwelt was able to target its Google Ads campaigns more effectively, use its advertising budget more efficiently and analyse its marketing performance with greater transparency.
The most important results at a glance:
+9% more clicks compared to the previous period
+4% more impressions, resulting in higher visibility
+82% higher conversion rates thanks to data-driven optimization
+22% higher impression share, meaning that ads were displayed more frequently in relevant positions +82% higher conversion rates thanks to data-driven optimization
20% of all conversions now occur via telephone inquiries that were previously unaccounted for
“Previously, telephone inquiries remained a black box in reporting. With lead tracking, all conversion paths became visible—for more targeted budget control and more accurate performance measurement.”
– Yunfei Xi
– Yunfei Xi
A key advantage was the improved database for marketing reporting. Before implementing Lead Tracking, campaign analyses were based almost exclusively on click and form conversions, which meant that a significant proportion of actual customer contacts were not recorded. With matelso technology, Bauzaunwelt was now able to map all important conversion paths—both digital and telephone—in a single report for the first time.
The advantages for the marketing team:
- Accurate attribution of calls to advertisements: Which campaigns generate the most telephone enquiries?
- Detailed analysis of lead quality: Which calls have the highest value?
- Better budget control: Target investments to the most profitable channels and campaigns
The combination of offline conversion tracking (call tracking) and data-based smart bidding not only led to more qualified inquiries, but also to more transparent performance measurement. This enabled Bauzaunwelt to leverage the full potential of its Google Ads campaigns and grow in a data-driven way.
Conclusion & outlook: Tracking all offline conversions = the key to sustainable search engine advertising & growth
The implementation of matelso Lead Tracking has enabled Bauzaunwelt to visualize telephone inquiries as valuable conversions, optimize campaign management, and align marketing more data-driven—and ultimately support sales through direct import of data into CRM. By combining this with Smart Bidding, the company was not only able to generate more qualified leads, but also significantly increase the efficiency of its advertising budget.
Three key lessons learned from this success:
- Without lead tracking, valuable conversion data remains unused – only the precise recording of calls enables the holistic optimization of performance campaigns (including Google Ads).
- Smart bidding only unleashes its full potential with complete data – when calls are integrated into the bidding strategy, ad performance improves significantly.
- Better marketing reporting leads to better decisions – transparent performance measurement allows the budget to be invested in the most profitable channels.
With the new database, Bauzaunwelt plans to further expand the use of lead tracking and integrate it even more specifically into campaign management. Future measures could include linking to CRM systems or even more detailed analysis of call data.
The conclusion is clear: Companies that rely on calls should implement efficient offline conversion tracking (lead tracking) as an integral part of their performance strategy. Bauzaunwelt has shown the way – with matelso, a blind spot has been turned into a data-driven success story.
