How Delacon’s Call Tracking Helped Peninsula Reduce CPL by 43% and Increase Lead Acceptance by 9%

_{The Challenge:}
Tracking Clicks to Calls

Peninsula Australia and New Zealand is part of the global Peninsula Group, a leading provider of Workplace Relations and Health & Safety services. Supporting over 30,500 businesses, Peninsula helps organisations navigate employment regulations, ensuring compliance with the Fair Work Act while allowing businesses to focus on their core operations.

With more than 300 advisers and consultants handling over 12,000 calls per month, inbound phone calls are a critical lead source. However, a major attribution gap in their digital marketing strategy meant they couldn’t effectively track click-to-call ad performance, making it difficult to optimize marketing ROI and improve lead quality.

This resulted in:

• Untracked Call Conversions – Over 30% of total leads came from Click-to-Call ads, yet these were not trackable through Google Click ID (GCLID), making campaign optimization challenging.
• Wasted Marketing Spend – A significant portion of their budget was being spent on unattributed conversions, leading to inefficiencies.
• Non-Sales Calls Overloading Call Centres – Many inbound calls were not sales leads, increasing the workload for agents and making lead segmentation a top priority.

“We were unable to track calls from Clicks to Call ads using GCLID, which account for 30% of our total leads. A significant amount of our marketing budget was being spent on untrackable conversions, making it difficult to optimize our campaigns for maximum conversions at our target CPA.”

– Mark Lawson, Head of Growth & Marketing, Peninsula Australia & New Zealand

_{The Solution:}
Integrated Call Tracking & CRM Attribution

Peninsula implemented Delacon’s Call Tracking & CRM integration to:

• Track call conversions from all marketing channels, including Click-to-Call ads, website traffic, and offline marketing.
• Segment calls in real-time to differentiate between sales leads and non-sales inquiries.
• Automate lead tracking and attribution with customized Salesforce & Google Ads integrations.

Call Tracking & Attribution

Delacon’s advanced Call Tracking software was integrated to:

• Capture Google Click ID, paid keywords, ad campaigns, and traffic sources (Paid Search, Organic, Direct, Referral).
• Track landing pages and specific website interactions that led to phone calls.
• Route calls to specialized agents based on call intent and marketing source.

Seamless Salesforce Integration

To ensure accurate lead segmentation and follow-up, Delacon provided a custom Salesforce integration:

• Call centre agents qualify calls as sales leads vs. non-sales calls in Salesforce.
• Qualified leads are automatically pushed back to Delacon via Zapier.
• Matched Call Tracking data is then sent to Google Ads & Google Analytics, ensuring full-funnel visibility and campaign optimization.

“As a result of the improved tech workflow with integrations across Delacon, Salesforce, Zapier, and Google Ads, we’ve delivered a 43% reduction in CPL over a 30-day period. In addition, we’re driving more quality leads, with Accepted Rate increasing from 65% to 71%, a *9% improvement.”

– Mark Lawson, Head of Growth & Marketing, Peninsula Australia & New Zealand

_{The Results:}
No More Wasted Campaign Spend

• 📉 43% Reduction in Cost Per Lead (CPL) in just 30 days.
• 📈 9% Increase in Lead Acceptance Rate, rising from 65% to 71%.
• 🎯 Optimized Google Ads bidding using real sales data instead of raw call volume.
• 💰 Eliminated wasted spend on campaigns generating non-sales calls.
• 📞 Improved call handling efficiency, ensuring sales agents focus on high-quality leads.

_{Looking Ahead:}
Better Insights and Automated Call Management

Following the success of Delacon’s Call Tracking integration in Australia & New Zealand, Peninsula is now:

🔹 Deploying Delacon Call Tracking in Canada to achieve similar lead optimization results.
🔹 Integrating with Microsoft Ads (Bing) and Meta (Facebook) to track call conversions across additional paid media channels.
🔹 Enhancing reporting with customized Google Looker Studio dashboards to measure both online and offline conversions.
🔹 Refining call routing strategies by automating agent assignments based on paid keyword intent.

With Delacon’s end-to-end call attribution and lead intelligence, Peninsula is transforming its marketing approach, ensuring that every phone call contributes to higher-quality leads, optimised ad spend, and increased sales efficiency.