Rebuilt the site around a single call-to-action, then drove qualified demand with tightly-structured Google Ads and local SEO.
Towing is one of the most urgent categories in search. The customer is usually stationary, usually on a phone, often on a poor connection, and comparing two or three numbers rather than five websites. Whoever answers first generally gets the job.
That single constraint drove every decision in this project. The brief was not "make the site look better" — it was to reduce the distance between an urgent search and a ringing phone.
We started where we always start: what does a lead need to cost for this to be profitable? Until conversion tracking reported real enquiries rather than page loads, every optimisation decision would have been made against fiction — and automated bidding would have pursued that fiction efficiently.
The site was rebuilt so that each page has a single primary action. In a category where the customer is already under pressure, every additional choice on the page is a delay, and every delay is a call to a competitor.
Campaigns were rebuilt around what the person actually typed and where they were, rather than around a single city-wide catch-all. This is what makes it possible to see which services and which areas pay, and to move budget accordingly.
Once the measurement was honest, the work became straightforward: cut what didn't convert, scale what did, and report in plain English — what changed, what it cost, what came back.
The natural next step in a category like this is closing the loop between completed jobs and the ad platforms, so bidding optimises toward customers rather than enquiries — see Data & Measurement — and tightening the conversion path further with Conversion Engineering.
Want work like this for your business? Book a free discovery session, or buy the plan on its own with a paid audit.
Book a free discovery session. We'll audit what you're running, tell you what's leaking budget, and show you what we'd do differently — no obligation.