Business Snapshot Progressive Commercial is a division of Progressive Insurance, with headquarters in Cleveland, Ohio. The Commercial business provides small business insurance, and truck and tow truck insurance to businesses. As the third largest commercial auto insurance company, Progressive Commercial provides businesses with customized auto policies based on their specific business needs.

Why Ingenio Pay Per Call? According to Online Marketing Analyst Shawn Brown, the company found that visits to their website were not a direct conversion mechanism. "Speaking with potential clients over the phone is the key driver for our company to convert leads," said Brown.

The Progressive Commercial team decided to try Pay Per Call advertising after hearing about the positive results that their colleagues in the Personal Auto business had with their Pay Per Call campaign. Since the phone is their primary method of providing potential customers with quotes and it is the only way that they can covert leads into sales, Pay Per Call was a natural fit for Progressive Commercial.

When Progressive Commercial began its Pay Per Call campaign, they received a number of phone calls that were directed to their 24/7 customer service call center. The Ingenio account management team continually tracked their campaign performance including the company's call volume, duration of calls and cost per calls using Pay Per Call's real-time reporting and other easy-to-use tools. As a result, the team uncovered a variety of different ways that Progressive Commercial could optimize its Pay Per Call campaign in order to increase its call volume even further.

Campaign Results In November 2007, Ingenio's account management team provided Progressive Commercial with several recommendations to help optimize the Pay Per Call campaign. These suggestions included adding new keyword categories to Ingenio's taxonomy in order to help increase the company's call volume. They also made changes to their Pay Per Call ad copy to better reflect key client offerings, including adding special incentives to their ad listing – making it more enticing for potential clients. With these small changes and Ingenio's ongoing expansion of distribution partners, Progressive Commercial has developed a Pay Per Call campaign that is helping meet the company's sales goals.

Since optimizing its campaign in November 2007, Progressive Commercial has increased its call volume by over 22x.

"The Ingenio Account Management team really took the initiative to optimize our campaign, handling all the ins and outs to make it successful for us. They were quite proactive in making suggestions for how to improve our Pay Per Call ad ROI." commented Brown.

As a result of Progressive Commercial's recent success with Ingenio Pay Per Call, the company has expanded its Pay Per Call ad budget by 20x since it initially began its campaign in 2006.