Turning call data into paid search performance

How NFU Mutual and OMD stopped optimising for calls and started optimising for conversions

Not all calls convert, but using the data behind the ones that do is a game changer.

NFU Mutual and OMD built their paid search strategy around that mantra, and it delivered a 60% increase in ROAS and an 18% reduction in CPA.

The work won the Media Performance Optimization Award at our inaugural Infinity Awards, where NFU Mutual was also named Call Intelligence Leader of the Year and OMD was named Agency Call Intelligence Leader of the Year. It’s been recognized across the industry too, winning Excellence in Digital Marketing at the 2026 British Insurance Tech Awards.

Hear from the team behind it how the set-up works in practice, and what you can apply to your own paid search strategy straight away.

What you'll learn:

How to use first-party conversation data to guide algorithms and refine targeting
The process behind running paid search performance that actually moves the needle
How to scale your paid search performance all without sacrificing efficiency

Key takeaways

Calls are part of your paid search data. A strategy that leaves them out is optimising on an incomplete picture

“A call happened” and “a good call converted” are different signals. Bidding tools can only tell them apart if you give them the difference

Bidding algorithms optimise towards whatever you feed them. Feed them quality call outcomes, not call volume, and they’ll find more of the demand that converts

Register now

Thu 12 Nov 2026

2:00 pm GMT

See what our attendees think

Everything was broken down into bite sized chunks that was easy to digest and retain.

Brilliant training course that helped me gain a better understanding of call tracking with the information quality of each session and quickly demonstrated all benefits Infinity has to offer.

Really thorough and well explained training. The post session quizzes also helped massively too!

Really enjoyable, well executed and broken down on the week-by-week sections. Just the right amount of learning per module session… Some of the best partner training I've had.

I really enjoyed the training, found it easy to follow and I definitely know a lot more about Infinity than I did before.

Infinity have helped us to achieve some impressive, meaningful results. They're the only call intelligence provider we recommend to our clients.

Being able to track phone calls like clicks to our website has provided such important information to making future decisions on our marketing campaigns.

I've used a lot of call tracking platforms and found Infinity to be the best all-round solution.

Infinity has led to a clearly trackable improvement in the efficiency of our marketing spend and influenced what we're spending our budget on.

Infinity is our go-to for call tracking. We’ve found they have the best quality of service and data on the market.

Infinity’s speech analytics tools are very flexible. Conversation Analytics generated immediate results, and helped us learn a ton things we didn't know before.

It’s been incredible to see the amount of data and insight we’ve been missing – Conversation Analytics has been hugely eye-opening to say the least.

Being able to track the lead source and then assign a revenue and margin value has been a major breakthrough for us.

Using Smart Match, we’ve been able to show the value that our marketing work has been delivering in places where we couldn’t before.

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