CASE STUDY

How PPC Campaign Management Led to Cascading Conversions for On Call International

How did On Call International score a 30% YoY conversion boost? With Brafton’s savvy PPC strategy leading the charge.

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On Call International is a leading travel risk management and emergency assistance provider, supporting organizations and travelers worldwide since 1995.

The company offers tailored solutions for medical, security and logistical challenges, with 24/7 expert support and proactive risk mitigation. Combining global resources and a people-first approach, On Call serves clients across the higher education, corporate, nonprofit and insurance sectors.

THE CHALLENGE

No PPC Strategy, Limited Conversions

With no digital lead generation strategy in place, On Call wasn’t capturing high-intent traffic or generating leads through search engines. The lack of a paid media strategy made it difficult for the organization to reach potential customers online or generate consistent, qualified leads.

THE SOLUTION

PPC

Brafton set out to elevate On Call International’s brand presence and drive meaningful results. The goal: boost awareness and consideration while capturing high-intent leads from key audiences, including corporations, insurance providers, academic institutions and NGOs.

To make it happen, our PPC specialists launched targeted commercial keyword search campaigns aimed at users actively seeking On Call’s services, positioning paid ads to guide them further down the funnel. To round out the strategy, we rolled out complementary Display and Performance Max campaigns — ensuring consistent engagement across every stage of the buyer’s journey.

THE OUTCOME

An Abundance of MQLs

121%

increase in total year-over-year site traffic (2021 to 2022).

44%

increase in referring domains.

Brafton’s PPC strategy delivered measurable, high-impact results for On Call International, driving a surge in both lead volume and quality. Year-over-year, the campaigns generated a 73% increase in conversions, a 30% boost in conversion rate and a 33% rise in clicks.

Most notably, PPC became a primary engine for lead generation: An impressive 81% of On Call’s marketing qualified leads (MQLs) in Q1 2025 came directly from Brafton’s paid campaigns.

Christa (Tsoukalas) Danisewicz, director of marketing at On Call International, thanked Jhoslyn Garcia, senior paid search specialist, for her tremendous PPC efforts and results:

“Thank you again for not just a wonderful data overview, but for all your hard work, continuously refining and recalibrating our PPC campaigns. I still can’t believe that of the 16 hot website leads we received in Q1-2025, 13 of them originated from PPC. Whowza!”

By taking a tailored approach to On Call International’s unique value proposition, we introduced and refined PPC campaigns around key industry segments and search intent, improving lead quality while scaling performance.

As the campaign evolves, Brafton’s PPC team continues to refine performance by recommending fresh ad copy and creative assets to boost engagement. We’re also testing new campaign types and strategic approaches to ensure On Call stays ahead of the curve and continues to see improved results.

This is a by-the-book example of just how valuable custom, full-funnel PPC strategies can be — especially for organizations with specialized offerings. Does that sound like you? Learn how Brafton can replicate On Call’s PPC success for your organization.