Local online ad specialist WebVisible has acquired Adapt Technologies, a provider of search marketing software.

According to the companies, Pasadena-based Adapt's offering will give WebVisible's customers more control over campaign management, optimization and analytics reporting. It will also bring cost savings, according to WebVisible's VP of corporate development and strategy, Carey Ransom.

"Adapt is really focused heavily on e-commerce and lead-type business...the closed-loop online environment where the ad campaign, clicks and conversion was always occurring online," Ransom said.

Meanwhile, WebVisible focuses primarily on local advertisers, whose conversions come mainly through phone calls and Google Maps queries. Therefore, he said, "the ability to move to [e-commerce clients], which is a big online spending group, is very interesting."

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