448%
ROI
90%
increase in click-through rate YoY
197%
increase in conversion rate YoY
58%
increase in MQLs YoY
On Call International is a leading travel risk management and emergency assistance provider, supporting organizations and travelers worldwide since 1995. It offers tailored solutions for medical, security and logistical challenges, with 24/7 support and a people-first approach to serve clients across many sectors.
THE CHALLENGE
A Modest Budget for Big Moves
We’ve been working with On Call International for many years. And even though we’ve developed a thorough understanding of their goals and ambitions over our long-term partnership, new challenges occasionally crop up. That’s just the nature of marketing and paid media.
When On Call first reached out to Brafton, they lacked a digital lead generation strategy. No existing PPC meant they weren’t capturing high-intent traffic or generating leads through search.
So, we got them set up with a formal PPC strategy early in the partnership, setting a solid foundation for future growth. Today, we continue to manage their PPC with great success. But On Call International had a new challenge for us to tackle: to deliver more qualified leads on a more limited budget.
THE SOLUTION
PPC management
Anyone familiar with paid media advertising knows how expensive it can get. What’s nice about pay-per-click is that you… only pay when someone clicks your ad. That helps manage cost. But there’s also a science to PPC that, done well, can maximize reach and efficiency even on a limited budget — you just need to know which knobs to turn and levers to pull, which takes focused planning, strategy and collaboration to reach full potential.
That’s the approach Jhoslyn Garcia, Paid Search Specialist at Brafton and PPC lead for On Call International, took when confronted with this newest challenge.
Since the onset of our PPC work with On Call, collaboration has been a priority. Jhoslyn meets with the team each quarter to review lead quality reports, using insights to identify which campaigns, keywords and audiences are driving closed-won deals, which are generating qualified leads still moving through the pipeline and which are unqualified — allowing her to reallocate efforts where they’ll have the greatest impact.
From there, the focus shifts to optimization: Refining campaign budgets, account structure, targeting and keyword prioritization based on insights from those calls to continuously improve performance and drive stronger results.
THE OUTCOME
More Qualified Leads & Soaring ROI
448%
ROI.
90%
increase in click-through rate YoY.
197%
increase in conversion rate YoY.
58%
increase in marketing qualified leads YoY.
Jhoslyn was quick to emphasize that the success of this particular PPC initiative for On Call International was driven by consistent, high-level collaboration.
“[On Call International] is a great example of a client who consistently provides feedback that helps us improve and scale our campaigns,” she said. PPC — like most marketing efforts — performs best when collaboration is a priority.
Despite a modest budget, the client generated strong revenue in 2025, achieving a 448.38% return on investment, equivalent to approximately $5.48 in revenue for every $1 invested.
The results speak for themselves, but here’s what Christa (Tsoukalas) Danisewicz, Director of Marketing at On Call International, had to say about Jhoslyn’s work:
Jhoslyn KILLED it with her [PPC] recommendations for 2026 based on our lead quality report. Love the strategy/thought she put behind 2026.
Many things define our PPC success with On Call International, but the most important (and replicable) are consistent collaboration, shared expectations, focused strategy and continued optimization. Combined, those four ingredients can make a big impact on performance.
“We strongly recommend a similar strategy for other organizations, especially those with niche customer segments or specialized services,” said Jhoslyn. “A tailored, full-funnel strategy, supported by ongoing testing, refinement and client feedback, can drive both brand awareness and lead generation.”
Are you going after niche customer segments? Do you offer specialized services? Are you ready to collaborate? PPC could be the lead generation strategy you’ve been longing for. Get in touch, and we’ll show you how we can help!
More Case Studies
When PPC Strategy Beats Spend: How We Drove a Soaring 448% ROI for On Call International
From Questionable to Qualified Leads: 100+ PPC Conversions for a Leading Energy Advisory Firm
A Brand Redesign & Website Rebuild Rooted in Compliance Expertise and Rich Co-Founder Culture
