Paid media
optimization Turn better signals into better paid media performance

Paid media optimization is about helping every pound of advertising spend work harder. It combines performance data, customer insight, and ongoing optimization to improve targeting, bidding, creative and budget allocation.

The aim isn’t just to generate more clicks or conversions. It is to attract better-quality opportunities, reduce wasted spend, and generate more revenue from the budget already being invested.

Infinity powers this process by bringing customer conversations, call outcomes and phone-generated revenue into the data marketers and advertising platforms use to measure performance and make optimization decisions.

Call data reveals what happens when someone moves from an advert to a phone conversation – a valuable part of the customer journey that is often missing from paid media reporting.

Call Tracking connects inbound calls to the campaigns, adverts and keywords that generated them. Marketers can then understand which activity drives enquiries, while Infinity’s wider call analytics capabilities reveal the intent, outcomes and revenue behind those conversations.

This helps teams evaluate performance using more than clicks and online forms, improve conversion tracking and give advertising platforms more meaningful outcomes to optimize towards.

Advertising platforms use conversion signals to learn what success looks like.

When every form fill or phone call is treated as equally valuable, campaigns may optimise towards activity that creates conversion volume without generating meaningful commercial results.

More specific signals can distinguish appointments, qualified opportunities and purchases from service calls, unqualified enquiries and other low-value activity.

This gives automated bidding and targeting systems a clearer understanding of the outcomes marketers actually want – helping them make decisions based on quality and value rather than volume alone.

Conversation data helps marketers understand which paid media conversions represent genuine buying intent and commercial opportunity.

By connecting those insights to the campaigns, audiences and keywords that generated the calls, teams can identify where spend is producing valuable demand and where it is attracting low-quality or non-commercial enquiries.

Relevant outcomes can then be used in reporting, budget decisions, audience strategies and campaign optimization.

This helps marketers direct more investment towards the activity associated with qualified opportunities and revenue, while reducing spend on conversions that are unlikely to contribute to growth.

These signals reveal different aspects of value within the customer journey.

Intent signals indicate that a prospect may be considering a purchase, such as asking about pricing, availability or requesting a quote.

Outcome signals show what happened during or after the interaction, such as an appointment being booked, a lead being qualified or a purchase being completed.

Revenue signals connect the original marketing journey and conversation to the value of an eventual sale.

Revenue confirms realised commercial value. Intent and outcome signals help marketers recognize valuable opportunities earlier, particularly when the final sale takes longer to appear.

Call Tracking connects phone enquiries to the Google Ads campaigns, adverts and keywords that generated them.

This brings valuable phone conversions into campaign reporting and gives marketers a more complete understanding of which paid search activity is producing demand.

Infinity can also make relevant call outcomes available to Google Ads as conversion actions. Instead of treating every call as equal, campaigns can learn from more meaningful events such as quote requests, appointments, qualified opportunities or purchases.

This can support better-informed bidding, clearer performance measurement and greater focus on the searches associated with higher-value demand.

Call data helps marketers understand which Microsoft Advertising campaigns and keywords generate valuable phone enquiries and offline outcomes.

By connecting calls back to paid search activity, teams can include phone conversions in reporting and assess performance using a more complete set of customer actions.

Where the appropriate conversion setup is in place, qualified call outcomes and revenue data can also be imported into Microsoft Advertising to support measurement and automated optimization.

This helps marketers evaluate campaigns based on the demand and commercial outcomes they produce, rather than relying solely on clicks and online form submissions.

Value-based bidding is an optimization strategy that considers the value of conversions rather than treating every conversion equally.

For example, two campaigns may each generate ten conversions, but one could produce significantly more revenue. Value-based bidding gives the advertising platform that commercial context so it can prioritize activity associated with stronger returns.

Infinity supports this by connecting calls to actual sales revenue through Smart Match or CRM data and making that value available for campaign optimization.

Intent and outcome signals can provide earlier indications of quality, while actual revenue remains the anchor for revenue-led bidding.

Smart bidding uses conversion and value data to make automated decisions about how much to bid and where to allocate spend.

Generic signals – such as every phone call or any call exceeding a particular duration – may include both valuable prospects and low-quality enquiries.

More meaningful outcomes, such as a quote request, appointment booking, qualified opportunity or completed purchase, give the bidding system a clearer definition of success.

Cleaner and more relevant signals help campaigns learn from the customer actions that matter, rather than being rewarded for generating conversion volume regardless of quality.

Conversation data helps marketers understand which Meta campaigns generate genuine buying intent, qualified opportunities and sales – including outcomes that occur over the phone or away from the website.

Infinity connects relevant call outcomes to paid social activity, giving marketers a clearer view of what happens after someone engages with an advert.

Those outcomes can support more complete campaign measurement, more relevant audience strategies and optimization towards higher-quality customer actions.

This is particularly valuable when a lead or online interaction is only the beginning of the journey and the most meaningful conversion happens later during a conversation.

Infinity can share relevant customer conversation events with Meta through the Meta Conversions API.

This creates a server-side connection between conversation data and Meta’s advertising systems, reducing reliance on browser-based tracking alone.

Depending on the strategy and configuration, marketers can make events such as high-intent calls, qualified enquiries, appointments and purchases available for measurement and optimization.

This gives Meta a more complete understanding of the customer actions associated with campaigns, particularly where the journey moves offline or continues over the phone.

Call data can help B2B marketers understand whether LinkedIn campaigns generate conversations that progress beyond the initial lead.

By connecting paid activity to qualified calls, sales opportunities and offline outcomes, teams gain a clearer view of lead quality and campaign contribution.

Where supported conversion tracking is configured, relevant online and offline outcomes can also be shared with LinkedIn to improve measurement and help the platform understand which customer actions matter most.

This is particularly useful in longer B2B journeys, where the most valuable signals may emerge during sales conversations rather than at the point a form is submitted.

AI-powered advertising platforms use conversion signals to identify patterns associated with successful customer outcomes.

Those patterns inform automated decisions about targeting, bidding, audiences, placements and budget allocation.

When a platform receives only basic signals, such as clicks, generic leads or unqualified phone calls, it has limited information about commercial value.

Signals based on customer intent, meaningful outcomes and revenue provide a clearer picture of the prospects and actions that contribute to growth.

The marketer’s role is therefore not simply to provide more data, but to define and supply the signals that best represent success.

Performance Max campaigns optimize towards the conversion goals and values marketers define.

Infinity can bring phone conversions and offline outcomes into that process, helping Google understand when campaign activity leads to valuable customer conversations.

Marketers can use meaningful call outcomes, such as appointments or qualified opportunities, as conversion goals and connect completed sales to their actual revenue value.

First-party audiences created from valuable customer outcomes can also be used as audience signals to guide Google’s AI. These act as suggestions rather than restricting campaigns exclusively to those users.

Meta Advantage+ campaigns use AI to make decisions about audiences, placements and campaign delivery based on the selected optimization goal.

Conversation and CRM data can provide stronger feedback about what happens after an initial lead or enquiry is generated.

For lead-generation strategies, sharing events such as qualified leads, appointments or completed sales can help Meta distinguish customer actions that progress from those that do not.

This gives the platform a more commercially meaningful outcome to learn from than lead volume alone and can help marketers evaluate whether campaigns are generating genuine demand rather than simply more submissions.

Smart Outcomes helps marketers distinguish high-value conversations from low-value enquiries automatically.

It can distinguish commercially valuable calls – such as quote requests, appointment bookings and qualified opportunities – from service calls, unqualified enquiries and other low-value interactions.

These outcomes can be connected to their original marketing source and used in campaign reporting, audience strategies and paid media optimisation.

This enables marketers to replace generic call conversions with signals that more accurately reflect lead quality and revenue potential – giving campaigns a clearer understanding of the conversations they should seek to generate.

Smart Match helps marketers identify which campaigns, channels and keywords generate the greatest commercial value, not just the largest number of enquiries, by connecting customer calls and their original marketing source to actual sales revenue.

That revenue data can then support value-based bidding, performance reporting and more informed budget allocation.

Smart Match doesn't optimize campaigns independently. It creates the revenue signal that marketers can make available to advertising platforms through the relevant integrations, helping campaigns optimise towards stronger commercial returns.

Infinity connects paid media activity to the customer conversations and commercial outcomes it generates.

Call Tracking identifies the campaign, advert and keyword that led to a conversation.

Smart Outcomes reveals customer intent and conversation outcomes, while Smart Match and CRM integrations connect those opportunities to actual sales revenue.

Infinity’s advertising integrations then make the relevant signals available to the platforms controlling bidding, targeting and campaign delivery.

Together, these capabilities help marketers move from optimising for clicks, leads or call volume to optimizing for the activity most closely associated with quality, customer value and revenue.

The Infinity Loop is a continuous optimization framework that helps marketers turn customer conversations into actions that improve performance.

It has four stages:

Capture

Connect customer conversations to the marketing activity that generated them.

Signal

Identify customer intent and conversation outcomes, then connect interactions to quality and revenue data.

Prioritize

Understand which campaigns, audiences and opportunities are most closely associated with value.

Activate

Put those signals to work across advertising platforms, reporting tools, creative, customer journeys and marketing teams.

Every result generates new information for the next cycle – continuously making the optimization loop smarter.