24/7 Towing & Roadside Co.
Rebuilt Local Services Ads bidding around real-time dispatch radius, cutting cost-per-call while volume scaled through peak storm season.
The Challenge
A regional towing operator was running Search-only campaigns with a flat citywide radius, competing for expensive generic keywords while losing Local Services Ads visibility to smaller competitors with stronger review counts. Cost-per-call was climbing every quarter with no seasonal adjustment for storm-driven demand spikes.
The Approach
Call Tracking Rebuilt First
Every existing campaign was paused for a week while dynamic call tracking was wired across Search, LSA, and the website — the account had never actually measured cost-per-call, only cost-per-click.
LSA Launched Alongside Search
Local Services Ads was set up from scratch, including the background-check verification process, and budgeted separately from Search instead of treating them as competing channels.
Dispatch-Radius Bid Zones
Geography was split into three concentric dispatch zones with independent bids, replacing the single flat-radius setting that had been burning budget on unprofitable long-haul calls.
Review Velocity Program
A post-job SMS review-request flow was built to lift both LSA ranking (which weights review volume) and organic local pack visibility.
The Results
- Cost-per-call down 47% within the first full quarter
- Call volume scaled 3.8x, concentrated in the profitable inner dispatch zone
- Local Services Ads went from non-existent to the single largest call source
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