Client Snapshot

A towing company serving local customers across the USA, operating in a competitive market where customers often need immediate towing and roadside assistance.

The Challenge

Towing is a highly intent-driven service. When someone searches for towing or roadside assistance, they often need help immediately and are looking for a company they can contact quickly.

The challenge was to reach people with genuine service intent while minimizing wasted spend on irrelevant searches, low-commercial-intent traffic, and searches that were unlikely to turn into customer inquiries.

The campaign needed to focus on generating real customer calls rather than simply driving traffic.

The Strategy

We built the campaign around high-intent towing and roadside assistance searches, focusing on keywords that indicated a stronger likelihood of needing a towing service.

Search-term data was continuously reviewed to identify irrelevant searches and refine targeting around valuable customer intent.

Negative keywords were added and optimized to reduce unwanted traffic and keep the advertising budget focused on relevant searches.

Ad messaging was aligned with the customer’s immediate needs, clearly communicating the available towing services and encouraging potential customers to call.

Phone calls were tracked as the primary conversion action, allowing campaign performance to be measured by actual customer inquiries rather than clicks alone.

The campaign was continuously monitored and optimized based on search terms, keyword performance, call volume, and cost efficiency.

The Results

Campaign Period: July 1 – September 20, 2026

During the campaign period, the campaign generated 798 towing customer calls from 5.36K clicks, with an average cost of $8.34 per call.

With $6.65K in total advertising spend, the campaign maintained a strong focus on generating direct customer inquiries.

Why It Worked

The campaign was built around customer intent rather than traffic volume.

Towing searches often come from customers with an immediate need. By focusing on high-intent searches, refining search terms, excluding irrelevant traffic, and using calls as the primary conversion signal, the campaign stayed focused on generating actual customer inquiries.

Takeaway for Similar Businesses

For towing companies, clicks alone don’t tell the full story. The real value comes from connecting with people who need assistance and are ready to call.

Strong intent-based targeting, continuous search-term optimization, relevant ad messaging, and accurate call tracking can help turn local searches into real towing customer calls.