Case Study:
Long Road Semi Truck Repair – Tacoma, WA
Quick Results
- Industry: Truck & Trailer Repair
- Location: Tacoma, Washington
- Budget: $300/day
- Conversion Cost Drop: From $42 to $26
- Calls Generated: 212 per month
- Investment: $6,000
- Challenge: High CPC, no tracking, under-optimized website, mismatch between workload and client expectations
Before
$42 / Call
6 Calls/d
After
$26 / Call
20 Calls/d
About the Client
Long Road Semi Truck Repair, based in Tacoma, WA, provides comprehensive heavy-duty truck and trailer repairservices. With a team of certified mechanics, they specialize in Cummins, Paccar, and Detroit Diesel engines, along with full-service maintenance for Freightliner, Kenworth, Peterbilt, and Volvo trucks. Services include DOT inspections, brakes, transmissions, AC, roadside assistance, and fleet repair. Known for their reliability, they are a trusted partner for both owner-operators and fleet managers across Tacoma and Pierce County.
Challenges
- 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.
Our Strategy & Actions
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 in Detail
- 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.
Key Takeaways
- Tracking is everything: Without call tracking and analytics, the client couldn’t understand their real ROI. Once connected, campaigns became transparent and measurable.
- High CPC can be fixed: By retraining Google Ads with proper conversion data, CPC dropped significantly, and conversion costs fell by almost 40%.
- Website = foundation: The rebuilt, optimized 30-page site ensured visibility for high-intent keywords and improved call generation.
- Expectation management: Aligning client goals with realistic outcomes was key—campaigns started delivering steady, affordable call volume once the strategy was implemented correctly.
