Business Snapshot Fathom Online is the leading provider of digital marketing services, search engine optimization and marketing analytics technology. Fathom Online’s client is a leading nationwide provider of integrated voice and data communications. The client company offers corporate customers DSL, Voice Over IP (VOIP), T1, Web hosting, managed security, IP and dial-up, wireless broadband, and bundled voice and data services.

Headquartered in San Francisco, Fathom Online handles all search marketing for its client’s VOIP and corporate broadband access products. When it comes to advertising for this client, the Internet is the number one ad medium, accounting for the lion's share of the company's ad budget.

Why Ingenio Pay Per Call? Though pay-per-click advertising works well for this client, Fathom Online's media planners were curious about trying out Pay Per Call advertising as a supplement to the company’s existing click campaigns. The client operates numerous call centers and management had noted that close rates from inbound calls were much higher than that of online submission forms. For this reason, driving call center phone leads from the Internet on a pay-for-performance basis seemed like a great idea.

Says VP of Marketing Services, Matt McMahon, "In general, people like the personal touch, especially when it comes to Internet and VOIP products, where the sales cycles are very long. VOIP infrastructure, in particular, is a consultative sale - you simply need that human interaction.”

Campaign Results According to Matt, Fathom Online’s client is impressed with its Ingenio results so far. The client’s Pay Per Call campaign began in the fall of 2005, and is currently driving hundreds of qualified calls per week to its call centers at about $15 per call.