Long Road
Challenge
- Untracked campaigns: The shop previously ran multiple Google Ads campaigns without proper tracking, making ROI evaluation impossible. - High cost per click (CPC): The campaigns generated few calls at a high cost, reducing profitability. - Website issues: Their old website was under-optimized, with poor structure for SEO and conversions. - Expectation vs. reality: The shop wanted more calls at lower costs but didn’t initially have the right setup to achieve it. - Data misalignment: Google Ads algorithm was trained on incomplete/incorrect data, leading to inefficient results.
Solution
Website Rebuilt the website into a 30-page structure, including all major services, truck types, fleet maintenance, about page, contacts, and legal compliance pages. Optimized the site for SEO, user experience, and conversions. Integrated tracking and analytics to correctly measure leads. PPC Campaigns Implemented Performance Max campaign with a local focus. Launched Search Campaigns tailored to high-intent keywords (Cummins engine repair, Paccar repair, roadside assistance, etc.). Ran Smart Campaigns to cover niche local queries. Divided the budget by ad groups to better allocate spend and target specific services. Tracking & Optimization Connected Google Analytics and Call Tracking to measure actual call volume and lead quality. Re-taught the Google algorithm with correct conversion data, a process that took one month but resulted in better targeting and cost reduction.
Results
Conversion Cost: Dropped from $42 to $26. Calls: 212 calls per month, properly tracked and attributed. Investment: $6,000 produced measurable leads and business growth. Efficiency: Budget reallocation ensured that the shop generated the right type of calls (profitable services vs. irrelevant queries). Operational Insight: Client concerns about mechanic workload and call volume were matched with data-driven adjustments to campaign strategy.
Element DMA — Automotive Digital Marketing Agency
"Element DMA is a niche digital marketing agency specializing in helping auto repair and truck repair businesses across the United States grow with data-driven strategies and proprietary tools. Founded with a clear mission — to provide measurable results and long-term growth for local repair shops — our agency has built...
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