Case
Google
Ads…
Towtruck — regional 24/7 vehicle recovery and roadside assistance service in Chernivtsi, Ukraine and the surrounding region.
Niche: Services / Automotive Business / Emergency Services
Project: towtruck.cv.ua
Period: Results for 2020 (autumn period / peak demand)
Tool: Google Ads (Search advertising)
[get 381 leads]
[ Main goals of the project ]Secure top positions in Google search results for all target transactional queries (e.g., «call a tow truck in Chernivtsi,» «tow truck services price»)
- also:
- Maximize the number of direct leads/calls while minimizing the cost per acquisition (CPA).
- Test various keyword match types and mobile campaigns in order to allocate budget toward the highest-converting combinations.
[ Results in numbers ]Results in figures (Google Analytics data)
- total advertising budget
- 604.83$
- Targeted leads/inquiries received
- 381
- Average cost per acquisition (CPA)
- $1.58 (~43 UAH per lead at the time of entry)
[ performance campaign ]In niches characterized by urgent demand, segmenting mobile traffic and utilizing «click-to-call» buttons play a pivotal role. By setting up a dedicated mobile campaign, we were able to generate targeted calls for tow truck services at an average cost of $1.58 per lead (with costs starting as low as $0.48 within the mobile segment). The project demonstrated a high return on investment, providing the towing service with a steady stream of orders throughout the entire duration of the advertising campaign.
- Mobile campaign: Generated 47.24% of all leads (nearly half of all inquiries) with a budget of just $86.99.
- This resulted in an exceptionally low cost per inquiry — approximately $0.48 per targeted call!
- «Tow Truck Search (Modifier & Exact Match)» campaign: Delivered 32.55% of leads with a spend of $295.49.
- This formed the core volume of targeted calls, representing clear, high-intent user demand.
- «Tow Truck Search (Broad Match)» campaign: Contributed 20.21% of leads with a budget of $210.11, providing additional reach for niche and infrequent search queries.
- Niche Characteristics and Challenges
- Towing services fall into the category of «high-intent emergency» demand:
- Critical Importance of Speed: A person stranded on the road due to an accident or a vehicle breakdown does not spend days choosing a service provider. They typically call one of the first few results that appear in a Google search on their smartphone.
- Predominance of Mobile Traffic: Over 80–90% of all inquiries originate directly from mobile devices (users clicking on a phone number or calling straight from an ad).
- Intense Competition and Bidding: The high cost-per-click (CPC) in search results necessitates precise targeting, the use of negative keywords, and the optimization of landing pages to facilitate immediate calls.
[ Portfolio ]
# Recent Projects
[ What was done (Strategy and Implementation)]
# what we do
01
Segmentation of search campaigns by match type
To control the cost-per-click and the quality of traffic, the campaigns were divided into several structural segments: Exact Match and Broad Match Modifier (Search: Tow Truck) — these allowed for the acquisition of high-intent, targeted traffic without wasting the budget on irrelevant search queries.
Broad Match (Search: Tow Truck – Broad Match) — implemented to capture low-volume, long-tail search demand and expand the semantic core, with ongoing exclusion of irrelevant terms (negative keywords).
02
Focus on mobile traffic (Mobile campaign)
A separate mobile search campaign (10132592620) was created, optimized for «Click-to-Call» functionality. This made it possible to reach vehicle owners directly on their phones while they were at the scene of a breakdown.
03
Geo targeting and negative keywords
Strict local geo-targeting has been set up for Chernivtsi and the surrounding regional highways. Informational search queries (such as «how to hook up a tow truck,» «DIY tow truck,» or «jobs as a tow truck operator») have been excluded.
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