Articles by Lucy McCormick

13 Apr 2026 | 8 min read

Marketing

Call tracking for Google Ads: Time to unlock smarter bidding

When marketers talk about Google Ads, most of the focus tends to go toward clicks and online form fills. But that’s only half the story. If your strategy ignores phone calls, you're...

1 Apr 2026 | 10 min read

Marketing

Dynamic call tracking explained: A complete guide from Infinity

Tracking what drives pipeline is key if you want to scale your campaigns and maximise ROI. But without visibility into phone call attribution, many marketers are still missing a...

18 Mar 2026 | 7 min read

Marketing

Struggling to justify your CPL? Here's how AI can help you defend your budget

If you’re struggling to justify your CPL right now, you’re definitely not alone. Across industries, marketing teams are feeling the squeeze. Media costs are creeping up, leadership...

11 Feb 2026 | 9 min read

Marketing Digital Marketing

Call tracking software explained: ROI, support, and setup

Choosing the right call tracking software can feel overwhelming for marketers. Tech stacks are already complex, budgets are under pressure, and there’s no shortage of tools claiming to...

26 Nov 2025 | 9 min read

PPC

The PPC blind spot: Why conversions aren’t what they seem

Here’s the uncomfortable truth: your biggest PPC blind spot isn’t in the click-through rate or your bidding strategy. It’s in the part of the customer journey you can’t see; the moment...

24 Sep 2025 | 5 min read

Marketing

From click to call to conversion: Fixing the leaks in your sales funnel

Marketers need to show value at every stage of the customer journey, including what happens after someone picks up the phone. For call-centric industries, calls are often the clearest...

12 Sep 2025 | 4 min read

Marketing

Call CRO: The untapped lever to lower CPL and boost ROAS

In call-centric industries, every conversation carries weight. You can invest heavily in generating leads, but if those high-intent calls don’t convert, it eats into budgets fast....

5 Sep 2025 | 4 min read

Marketing

Conversion rate optimisation for phone leads: A practical guide for marketers

When it comes to generating pipeline, phone calls are still one of the clearest signs of intent. But generating calls isn’t enough. If those conversations don’t end in sales, valuable...

12 Aug 2025 | 6 min read

Marketing

AI conversion rate optimisation: How it works and why it matters

When it comes to winning customers, speed and precision matter. For marketers and sales teams in call-centric businesses, understanding why a high-intent lead picks up the phone but...