Any Car Towing · Towing · Melbourne, VIC
Any Car Towing is a Melbourne towing business covering car, motorbike and four-wheel-drive towing, breakdowns, accidents, roadside help, long-distance moves and scrap-car removal. One search campaign with an ad group for each towing job, each landing on the relevant service page. Ads for named suburbs across Melbourne's south-east.
Any Car Towing · Melbourne, VIC
The advertising covers vehicle towing and roadside and vehicle removal.
Campaign schedule · Sydney local time
The results
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Towing searches
service ads with call and quote options
Campaign delivery
How it was measured
One search campaign with an ad group for each towing job, each landing on the relevant service page. Ads for named suburbs across Melbourne's south-east.
1 in 3
Google Ads clicks that led to a tap on the phone number or a quote form
The campaign's 14 days of ads
How it was measured
Taps on the phone number and quote forms recorded by Google Ads, divided by Google Ads clicks over the same days. A tap opens the phone's dialler; it is not a confirmed call. A click that led to both a tap and a form counts twice. The exact rate is about 36%.
1 in 9
Google Ads clicks that sent a quote form
The campaign's 14 days of ads
How it was measured
Quote forms recorded by Google Ads, divided by Google Ads clicks over the same days.
3 in 10
Share of call taps and forms in the evening, overnight or at weekends
The campaign's 14 days of ads
How it was measured
Taps on the phone number and quote forms recorded by Google Ads between 6pm and 7am or on Saturdays and Sundays, in the account's time zone, as a share of the total. The exact share is 30%.
Contact actions are website phone-number taps and quote forms recorded by Google Ads over 14 days. A tap opens the dialler; it does not confirm a connected call. A click producing both a tap and a form can count twice. These figures describe contact actions, not completed jobs.
In one minute
Any Car Towing, from the brief to the result in 5 short slides.
Insights
Details from the Any Car Towing project. Open a card for the finding and its source.
95%
Phones made 87% of clicks and 95% of the call taps and forms. Someone who needs a tow is usually standing beside the car with a phone in hand, so for a towing business the ad and the page have to work on a phone first.
Source and basis. Taps on the phone number and quote forms recorded by Google Ads, by the device of the click, over the campaign's 14 days of ads.
3 in 10
Breakdowns don't keep office hours, so the ads ran around the clock. 31% of clicks and 30% of call taps and forms fell outside weekday business hours, so those hours carried their share of the contact.
Source and basis. Taps on the phone number and quote forms recorded by Google Ads by hour and day, in the account's time zone. Outside business hours means 6pm to 7am on weekdays, and all of Saturday and Sunday.
The brief, the work and what it delivered.
The starting point
Any Car Towing is a Melbourne towing business covering car, motorbike and four-wheel-drive towing, breakdowns, accidents, roadside help, long-distance moves and scrap-car removal.
Towing · Melbourne, VIC
What we put in place
What the project delivered
One search campaign with an ad group for each towing job, each landing on the relevant service page. Ads for named suburbs across Melbourne's south-east.
White paper · PDF
Marketing for home services in Australia
58 pages · 2.3 MB
Download this PDFRead it on the pageAny Car Towing is a Melbourne towing business covering car, motorbike and four-wheel-drive towing, breakdowns, accidents, roadside help, long-distance moves and scrap-car removal. One search campaign with an ad group for each towing job, each landing on the relevant service page. Ads for named suburbs across Melbourne's south-east.
Any Car Towing is a towing business in Melbourne. It tows cars, motorbikes, utes and four-wheel drives, handles breakdowns and accidents, offers roadside help such as jump starts, flat tyre changes and lockouts, moves vehicles long distance and interstate, and removes scrap cars.
Someone who needs a tow chooses a company in minutes, usually from a phone at the roadside, and often outside business hours. The campaign had to reach those people fast, at any hour, and make it easy to call or send the details. We also wanted to learn when, and on what device, people made contact.
One search campaign gives each towing job its own ad group: tow trucks, car towing, scrap-car removal, flat tyre changes, roadside assistance, interstate and long-distance towing, flatbed and tilt-tray work, accident towing, motorcycle towing and lockouts. A second set of ad groups names suburbs across Melbourne's south-east, including Dandenong, Frankston, Carrum Downs, Berwick, Narre Warren, Cranbourne and Pakenham. Ads land on the relevant service page and ran around the clock.
Google Ads records two actions from the ads: a tap on the phone number on the website, and a quote form. No call records were connected for this campaign, so a tap is the closest measure of a call.
Over the campaign's 14 days of ads, 1 in 3 Google Ads clicks led to a tap on the phone number or a quote form. Taps made up about two-thirds of that contact; on their own, quote forms came from 1 in 9 clicks. Nearly 1 in 10 people who saw an ad clicked it.
Phones made 87% of clicks and 95% of call taps and forms. For a towing business, the ad and the page have to work on a phone first: a number to tap and a short form.
31% of clicks and 30% of call taps and forms came between 6pm and 7am or at the weekend. Those hours carried their share of the contact, which backs keeping the ads on overnight and at weekends, with the quote form on every page for people who would rather not call.
Rates divide the taps on the phone number and the quote forms recorded by Google Ads by Google Ads clicks over the same days. A tap opens the phone's dialler and is not a confirmed call, and a click that led to both a tap and a form counts twice. Device, hour and day come from the click, in the account's time zone. The figures cover the Any Car Towing campaign's 14 days of ads only.
For a towing or vehicle-service business that wants the same view of its own ads, see our Google Ads management and how we trace enquiries back to the ad.
Tags
That is one account. Yours is a different one.
We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
The number it moves: True cost per lead
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
We discuss your services, customers, website and goals, then identify the most useful next step.
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
How the results were measured and how the approach could apply to your business.
The first call is free and there is no deck.
Book a callWe divided the taps on the phone number and the quote forms recorded by Google Ads by Google Ads clicks over the same 14 days of ads. A tap opens the phone's dialler, so it is a strong sign of intent but not a confirmed call.
For towing, the phone is the main way people make contact, and no call records were connected for this campaign. A tap on the number is the closest measure Google Ads has. Quote forms are counted on their own too: 1 in 9 clicks sent one.
In this campaign, about 3 in 10 call taps and forms came in the evening, overnight or at the weekend, in line with the share of clicks at those times. Those hours carried their share of the contact.
This study covers 14 days of ads. That is long enough to see where the contact came from, but the numbers are small, so the shares are a guide rather than a forecast.
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Result basis: Campaign delivery. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
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The case study records what happened. These explain the channel, measurement or operating decisions behind the result.
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Recognising when campaign figures need a closer look — Questions to ask when the reported figures do not match what the business is seeing.
The work behind this one is written up in full under advertising a vehicle service on facebook, and the operating sequence behind every study on this site sets out the sequence in order.
Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.
A real conversation and a written list of opportunities.