CASE STUDY
PickMyCall - From Costly Guesswork to Efficient Growth
How CR Peak rebuilt PickMyCall's Meta Ads with a custom AI creative engine, found what makes small businesses buy, and cut cost per paying customer by 79%.
PickMyCall, by Roojoom, is an AI receptionist that answers, qualifies, and routes calls for small businesses 24/7. The product had real demand. Paid acquisition did not yet match it: the creative was unproven, the audience unclear, and the cost to win a customer too high to scale.
Objectives
The goal: find what makes SMBs choose PickMyCall, then turn it into paid growth that scales without runaway costs. We set out to:
Learn which messages and creative actually make SMBs act
Find which businesses convert, and reach more of them
Turn more clicks into trials
Cut the cost to win each paying customer
This was not about spending more. It was about spending smarter, and proving it.
What We Implemented
AI Creative Engine
We built our own AI video engine to create and test Meta ad concepts in days, not weeks, learning fast which messages and pain points make SMBs pick up the phone.
Audience Discovery
The tests revealed PickMyCall wins across many kinds of small businesses that lose money to missed calls, not one vertical. We opened up targeting to meet that demand.
Conversion-Focused Landing Pages
We designed and built landing pages that made the offer obvious and turned more visitors into trials.
Performance Media Buying
We ran and optimized Meta Ads (Facebook and Instagram), steering spend toward trial starts and driving the cost to win a paying customer down by 79%.
Results
PickMyCall moved from costly guesswork to paid acquisition that scales. AI-driven creative revealed what makes small businesses buy, sharper targeting reached them, and purpose-built landing pages turned more of them into trials. The cost to win a paying customer fell by 79%.
▼ 79%
Lower CAC
▲ 3.2x
▲ 2.0x
Landing Page → Signup Rate
Higher CTR
When it came time to scale PickMyCall's paid acquisition, we brought in Guy and CR Peak. He built a custom AI engine to test creative fast, sharpened our targeting, and rebuilt our landing pages, so we could finally see what makes small businesses choose us.
Our cost per customer dropped sharply and our paid growth became something we could trust heading into our app launch. A genuinely productive partnership, and one I'd happily recommend.
Einav Noy Haber
VP of Marketing | Roojoom
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