Talk about wise spending.

Conshohocken’s eLocal is proving its steady growth is no fluke by  putting the $25 million in growth capital it secured last year to use by acquring startup Ring Router to boost its performance-based advertising platform.

The deal will bring three of Pasadena,Calif-based Ring Router’s senior staff into eLocal’s team of about 50 in Conshohocken and enable it to enter the pay-per-lead insurance advertising market. Terms of the deal weren’t disclosed, writes Michelle Caffrey in the Philadelphia Business Journal.

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eLocal take a different approach than other advertising platform. Customers are only charged when a listing on the site drives calls to their business.

Its customer base ranges from self-employed plumbers to national brands, Aronow told the Philadelphia Business Journal last year, but they’re especially active in the home services and legal sectors.

Ring Router touches those verticals as well, but specializes in insurance companies that use Ring Router’s service to receive inbound and transferred calls from interested, qualified customers looking to purchase coverage after seeing an advertisement online or in traditional places like television or print ads.

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