Case Studies

JumpFly’s Use of Accurate Call Quality Scoring Drives Increase in Relevant Lead Conversions

THE CHALLENGE

Carolina Vasectomy Reversal is a surgical center providing treatment for men seeking to restore fertility after a vasectomy. Dr. Michael Daniel has over 30 years of focused experience in vasectomy reversal surgery. While Dr. Daniel serves a very specialized audience, the practice was looking to reach more potential patients through paid search.

THE APPROACH

JumpFly restructured the Google Ads account to focus on users specifically searching for vasectomy reversals. JumpFly also implemented call tracking through CallRail to provide the bidding algorithm with stronger conversion feedback using the Google Ads conversion integration.

Initially, calls lasting over one minute were imported as conversions. However, many irrelevant calls exceeded that duration, so JumpFly shifted to marking only “good” calls as conversions. At first, only calls that immediately booked appointments were marked as good, which caused conversion data in Google Ads to decline. By late summer – historically a slower time for the practice – the conversion data had become very limited.

To improve signal quality, JumpFly worked with Dr. Daniel to mark calls as good leads when callers were specifically seeking vasectomy reversal services. Even if the caller did not immediately book an appointment, they represented the audience the algorithm should prioritize.

THE RESULTS

After implementing this change, conversions increased by 30% within the first 100 days. More importantly, the quality of incoming calls improved significantly, with qualified leads now dominating the call log.

During a two-week period beginning January 30th, 32 of 36 callers were classified as qualified leads. By signaling only relevant calls to the Google Ads algorithm as successful outcomes, the campaigns became better aligned with the practice’s target audience. As a result, the practice has seen an increase in booked appointments and procedures.