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24/7 emergency towing business losing calls to faster-answering competitors. Google Ads were inefficient. No call tracking. Poor dispatch routing meant missed opportunities during peak hours (nights, weekends, holidays).
Converted ads to call-only format: click-to-call button, prominent phone number, removed website landing page friction. Installed dynamic call tracking (Ringba/CallRail) to attribute each call to specific keyword/ad. Month 1 baseline: 80 calls, average answer time 68 seconds, 67% answer rate (33% lost to competitors). Cost per call: $54 (unoptimized). Average tow revenue: $240/call.
Identified top-converting keywords from call tracking data. Adjusted bids: "emergency towing Orlando" (+80% bid), "towing near me" (+50% bid), "24 hour towing" (+90% bid). Partnered with 24/7 call center: answer rate improved to 89%, average answer time dropped to 42 seconds. Ad copy updated to emphasize "Answered immediately" + "24/7 dispatch." Calls climbed to 142. Cost per call: $38. Revenue per call still $240.
Month 3: Quality Score improved to 8.4 (emergency towing category average ~5.8). Impression share hit 86% for core terms. Calls reached 285/month. CPL further optimized to $22 through aggressive bid management + keyword refinement. Answer rate climbed to 97% (dispatcher trained for peak hour coverage). By Month 6: consistent 480+ calls/month, 97% answer rate, $18 CPL, 12x ROAS (480 calls × $240 revenue = $115,200/month ÷ $9,600 ad spend = 12x). Built automated monthly dashboard tracking call source, answer rate, dispatch efficiency.
If your callers go to competitors, it's usually an ads + operations problem. ABC Towing fixed both and 6x'd their call volume. We can show you how.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
