Google AdsCRM automation

Lowering Cost Per Call for Roadside Assistance Ads

Towing • Phoenix, AZ

Project Overview

RoadLink Towing was overspending on ads and receiving too many unqualified calls due to broad targeting and limited follow up.

Business Type

Roadside Assistance

Industry

Towing

Location

Phoenix, AZ

Website

Visit Site

The Challenge

Problems We Needed to Solve

Several critical obstacles were limiting growth potential

High Ad Costs

Campaigns were broad and did not prioritize the highest intent searches.

Unqualified Calls

Search terms included unrelated requests, lowering call quality.

No Follow Up System

Missed calls were not recovered with structured follow ups.

Project Deliverables

What We Delivered

Comprehensive solutions tailored to drive measurable business growth

Google Ads restructure

Negative keyword framework

Call tracking

CRM follow up automation

Our Strategy

Smarter Paid Traffic Management

We refined targeting and added automation so more calls turned into booked jobs.

Search Term Cleanup

Removed irrelevant terms and tightened match types.

Geo Refinement

Focused spend on areas where the team could respond fastest.

Call Tracking

Measured call outcomes and improved decision making.

Automated Follow Ups

Triggered SMS follow ups for missed calls to recover leads.

Paid Advertising

PPC Campaign Optimization

Data-driven paid search strategies that maximize ROI and conversion rates

Campaign Structure

Ran intake focused search campaigns to drive early inquiries while SEO matured.

Keyword Strategy

Focused on high-intent keywords with clear commercial value. Implemented comprehensive negative keyword lists to eliminate wasted spend.

Ad Copy Optimization

Created compelling ad copy highlighting unique value propositions, clear calls-to-action, and relevant ad extensions to improve click-through rates.

Landing Page Alignment

Ensured each ad group directed traffic to dedicated landing pages with relevant content, reducing bounce rates and improving conversion rates.

Before

Cost per lead

$89

Unqualified calls

High

Recovery process

None

After

Cost per lead

$36

Unqualified calls

Reduced

Recovered leads

Consistent via SMS follow up

Website Redesign & Development

Landing Page Relevance

Aligned landing page messaging with ads to improve conversion signals.

Call Experience

Improved clarity on response areas and service types to reduce mismatched calls.

Outstanding Results

The Impact

Here's how our strategic approach transformed the business

Overall Performance Impact

The clinic began receiving steady intake inquiries shortly after launch and established a durable digital foundation for continued growth.

Search Visibility Improvements

•Local impressions: Growing week over week

•Pages indexed: Core pages indexed quickly

•Organic inquiries: Early upward trend

Business Impact

The combined improvements in search visibility and paid advertising efficiency created a sustainable lead generation system with predictable costs and consistent quality.

Success Factors

Why This Worked

The critical ingredients that made this campaign a remarkable success

Targeting Precision

Better intent filters reduced wasted spend.

Continuous Optimization

Weekly search term and call review improved performance steadily.

Lead Recovery

Automation captured value that was previously lost.

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