How AI and call tracking help marketers target the right customers and optimise ad spend

Artificial intelligence (AI) is quickly becoming an essential component of every marketer’s toolkit, offering new ways to work more efficiently, capture insights, and optimise campaign performance.

In our 2025 State of call tracking survey, 51% of respondents said they’re using AI as part of their marketing mix – a significant increase from 38% in our 2024 report. And in another recent survey, almost 60% said they expect to increase their investment in AI tools in 2025.

In our previous article, we looked at ways to implement an AI marketing strategy for maximum business value. Now, let’s dive a little deeper into how you can use Mediahawk’s AI features to you make smarter, data-driven decisions about who to target, and how.

Use AI automation and insights for customer segmentation

Identifying the right audience segments to target is crucial, but typically involves time-consuming analysis of call transcripts and online behaviour. And that’s all time that could be better spent flexing your expertise in the areas that really make a difference.

“By automating analytics with AI, marketing teams can focus their time and energy on the things that add value, like interpreting customer behaviour,” says Faye Thomassen, Head of Marketing at Mediahawk. “AI also gives marketers an opportunity to uncover trends and connections in the data that they might otherwise miss, so they can fine-tune their customer segmentation.”

“By automating analytics with AI, marketing teams can focus their time and energy on the things that add value, like interpreting customer behaviour. AI also gives marketers an opportunity to uncover trends and connections in the data that they might otherwise miss, so they can fine-tune their customer segmentation.”
Faye Thomassen, Head of Marketing, Mediahawk

Take the effort out of analysis

Mediahawk’s Speech Analytics uses conversational AI to automate and accelerate analysis so you can quickly and easily understand the context and outcomes of your phone calls. With a complete view of what customers ask about, the problems they face, and the objections they raise, you gain the insight needed to create more effective campaigns and customer journeys.

By asking simple questions like, “What was this call about?” you can get instant insights at a micro and macro level to help you craft campaigns with confidence.

Speech Analytics dramatically reduces marketing teams’ manual burden, as Vicki Clover, Digital Marketing Manager (Associate) at Ashtons Legal explains. “Speech Analytics has enabled us to streamline the process of listening to calls and analysing the data from those calls,” she says. “It now takes half the time (half a day instead of one full day) it took prior to subscribing to this service, freeing up a member of the team to concentrate on other tasks.”

“Speech Analytics has enabled us to streamline the process of listening to calls and analysing the data from those calls. It now takes half the time (half a day instead of one full day) it took prior to subscribing to this service, freeing up a member of the team to concentrate on other tasks.”
Vicki Clover, Digital Marketing Manager (Associate), Ashtons Legal

Uncover hidden insights

It’s not just about generating faster insights; Speech Analytics offers deeper customer insights too.

“One of AI’s biggest strengths is its ability to spot patterns and connections in unstructured data,” says Faye. “It can reveal emerging trends or unexpected characteristics in audience segments – or even help you identify entirely new segments.”

Using Mediahawk’s dynamic call tracking – where website visitors are assigned a unique phone number – you can link calls to customers’ online behaviour and interactions with the business, enabling you to:

• Increase segmentation accuracy by understanding call outcomes in the context of callers’ demographic, sources, behaviour, and more
• Optimise campaign messaging based on detailed knowledge of what’s resonating with your target segments
• Enhance customer journeys to increase conversion rates, with a deeper understanding of what drives customers’ buying decisions

Optimise your ad spend with data-driven audience signals

Marketing teams don’t just need to know that their PPC ads are reaching the right target segments – they need to know their ads are generating conversions. Too often, teams waste ad spend on underperforming campaigns, ineffective messages, and low-intent prospects.

“AI tools provide better visibility of ad performance to stop wasted ad spend,” says Faye. “With greater performance insights, marketing teams can pivot quickly to refocus their spend on the campaigns that generate high-value conversions.”

With Mediahawk, you can segment your audience with parameters such as type of enquiry, buying history, engagement habits, and channel preferences, Then, you can use this insight to create custom audiences in Google Analytics 4 (GA4) to improve conversion rates in your Performance Max campaigns.

Spend in the right places with Speech Insights

On the Mediahawk platform, you can also use Speech Insights to query call tracking data and find new ways to improve PPC performance. For example, you can push data from callers who visit your pricing page into GA4 to create a high-intent custom audience, and focus your ad spend on prospects who are much more likely to convert.

The combination of increased visibility of ad performance and more relevant and timely audience insights helps you optimise your campaigns and focus your ad spend to get the best possible return on investment.

“Mediahawk has revolutionised the way we approach lead qualification and Google Ads optimisation,” says Victoria Markianos, Google PPC Specialist at Springup PR. “It’s not just a tool; it’s a strategic asset that has empowered us to elevate our marketing efforts and drive tangible results.”

“Mediahawk has revolutionised the way we approach lead qualification and Google Ads optimisation. It’s not just a tool; it’s a strategic asset that has empowered us to elevate our marketing efforts and drive tangible results.”
Victoria Markianos, Google PPC Specialist, Springup PR

Summary

AI can be a powerful marketing tool when it’s applied strategically and connects offline and online sales, marketing, and service interactions.

With the AI-powered features on the Mediahawk platform, you can remove the manual effort of analysing call data for relevant customer segmentation insights. And you can ensure your ad spend is focused on converting the right prospects.