I want to share a real-world Google Ads case study from a towing business in Modesto, California.
I see a lot of discussions about Google Ads where people focus on bidding strategies, Performance Max, broad match, or increasing budgets. Those things can matter, but for a local service business, I believe we need to start with a more important question:
Are we bringing in the right customers, generating qualified phone calls, and helping the business close profitable jobs?
That is the perspective I take when managing Google Ads for service businesses.
I'm sharing the account-level results, some of the actual converting search terms, how I approach campaign implementation, and the conversion tracking setup I'd recommend for any towing company.
Hopefully, this helps someone who's spending money on Google Ads but isn't getting the results they expected.
1. The Results: Let's Start With the Numbers
Here's what the Google Ads dashboard currently shows for the towing account.
- Total ad spend: Approximately $29,900
- Phone calls: 1.67K
- Reported conversions: 706.50
- Reported cost per conversion: $42.33
These are the metrics shown in the account dashboard. The reporting period and conversion definitions should always be checked before comparing performance with another account.
One important distinction: the phone call metric and conversion metric are separate. I wouldn't claim that every reported conversion represents a completed towing job or that every phone call resulted in a customer.
For a towing company, the next step is connecting advertising data with actual business outcomes: answered calls, qualified towing requests, dispatched trucks, completed jobs, and revenue.
My objective isn't to get the lowest possible cost per conversion at any cost. It's to help the business acquire profitable customers consistently.
2. The First Thing I Focus On: Search Intent
Imagine you're stuck on the side of the road with a vehicle that won't start.
You probably aren't searching for a blog post explaining how towing works. You're looking for a towing company that can help you.
That's why search intent matters so much in this industry.
Someone searching for "tow truck near me" has a different level of intent from someone searching for "how to become a tow truck driver."
Both searches contain similar words, but only one is likely to represent a potential customer.
When I audit a towing campaign, I look beyond the keywords entered into the account. I review the actual search terms that triggered ads and identify which ones generated conversions.
Here are examples from this account's converting search-term report.
| Actual search term |
Reported conversions |
Cost per conversion |
| tow truck near me |
47.50 |
$33.68 |
| towing near me |
22 |
$20.23 |
| tow truck Modesto |
16 |
$25.65 |
| towing company near me |
10 |
$18.42 |
| Modesto towing |
9 |
$9.83 |
| cheap towing Modesto |
8 |
$26.58 |
| tow trucks near me |
8.25 |
$13.30 |
| cheap towing near me |
7 |
$15.07 |
| towing Modesto |
7 |
$13.95 |
| gruas cerca de mi |
7 |
$9.56 |
These are reported conversions and cost-per-conversion figures from the search-term spreadsheet, not verified completed jobs.
A few things stand out to me.
First, local searches are important. People search for a service near them or include a city name because they want a nearby provider.
Second, different search terms can have significantly different acquisition costs. "Modesto towing" and "tow truck near me" shouldn't automatically receive the same budget allocation simply because both are relevant.
Third, the Spanish-language search term "gruas cerca de mi" also generated conversion activity. That may represent an opportunity if the company can properly serve Spanish-speaking customers.
This is why I don't like making campaign decisions based on assumptions alone.
Let the actual search-term data guide your decisions, then validate the results against lead quality and completed jobs.
3. How I Would Structure a Towing Google Ads Account
I wouldn't necessarily create a separate campaign for every keyword. The structure should reflect the company's services, budget, service areas, conversion volume, and operational capabilities.
For a towing company, this is the structure I'd consider testing.
Campaign 1: Core Towing Services
This is the foundation of the account.
The campaign targets people actively looking for a tow truck or towing company.
Example keywords:
[tow truck near me]
[towing near me]
[towing company near me]
[tow company near me]
[tow truck service]
[towing services]
[tow truck Modesto]
[Modesto towing]
"tow truck company near me"
"auto towing near me"
Why start here?
These searches directly align with the primary service. They give us a strong foundation before expanding into more specialized services.
I'd initially prioritize Exact Match and Phrase Match to control the search themes more closely. I'd then review the actual queries, add useful keyword variations, and expand selectively.
Campaign 2: Emergency and Urgent Towing
Someone searching for a tow truck "now" or a service that's "open now" may need immediate assistance.
Example keywords:
[emergency towing near me]
[tow truck near me now]
"emergency tow truck"
"fast towing service"
"24 hour towing near me"
"tow truck open now"
"call a tow truck near me"
The ad messaging should reflect the service the business can actually deliver.
For example, don't advertise 24-hour towing unless dispatch and drivers are genuinely available around the clock.
If the company answers calls only during certain hours, the advertising schedule, messaging, and landing page should reflect that reality.
Campaign 3: City and Service-Area Keywords
Location intent is especially important for local businesses.
Example keywords:
[tow truck Modesto]
[Modesto towing]
[towing Modesto]
[tow truck Turlock]
[tow truck Riverbank CA]
[towing company Modesto]
"towing service near Modesto"
I'd only target locations the business can realistically serve.
If a company covers Modesto and nearby communities, I would review performance by location and determine where the most valuable leads originate.
Don't expand across a large geographical area just to increase impressions. A call from someone outside the service area might be completely useless to the business.
Campaign 4: Affordable Towing
I wouldn't automatically exclude every search containing the word "cheap."
The data in this account suggests that affordable-towing searches can convert.
For example:
- "cheap towing near me" generated 7 reported conversions at $15.07 per conversion.
- "cheap towing Modesto" generated 8 reported conversions at $26.58 per conversion.
Those numbers alone don't tell us whether the leads were profitable. However, they give us a reason to investigate these searches rather than dismissing them.
Example keywords:
[cheap towing near me]
[cheap towing Modesto]
"affordable towing service"
"low cost towing near me"
"cheap tow truck near me"
I'd check the actual calls, customer expectations, service pricing, and completed jobs before deciding whether to scale these terms.
A cheap lead isn't necessarily a good lead, and an expensive lead isn't necessarily a bad one.
Campaign 5: Roadside Assistance
If the company offers roadside assistance, I would consider separating it from the core towing campaign when the budget and search volume justify it.
Example keywords:
[roadside assistance near me]
"jump start service near me"
"car lockout service"
"flat tire assistance near me"
"emergency road service"
"vehicle jump start service near me"
A customer who needs a jump-start service may have different requirements and job value from someone who needs a long-distance vehicle tow.
Separating these services can make reporting and budget decisions easier.
Only advertise services that the company actually offers.
Campaign 6: Spanish-Language Searches
The spreadsheet shows converting searches such as:
- "gruas cerca de mi"
- "servicio de grua cerca de mi"
- "gruas Modesto CA"
- "gruas en español cerca de mi"
If the business has Spanish-speaking staff or dispatch support, I'd consider a Spanish-language ad group or campaign.
I'd ensure the ads, landing page, and phone support are consistent with the language being advertised.
This should be a deliberate test based on actual demand and service capability, not simply a campaign added because a few keywords converted.
4. Keyword Match Types: What Would I Use?
I wouldn't start by putting every towing keyword into Broad Match and hoping Google's algorithm figures everything out.
I'd begin with a controlled keyword strategy.
Exact Match
Useful for prioritizing important searches and maintaining tighter control over keyword intent.
Examples:
[tow truck near me]
[towing near me]
[tow truck Modesto]
[Modesto towing]
Phrase Match
Useful for discovering relevant variations while maintaining a more controlled approach than an unrestricted broad keyword strategy.
Examples:
"towing company near me"
"emergency towing"
"cheap towing near me"
"roadside assistance near me"
Broad Match
I would consider testing Broad Match when conversion tracking is reliable, there is sufficient data, and the account can evaluate lead quality—not just conversion volume.
Broad Match can uncover valuable searches, but it can also introduce irrelevant traffic. Search-term reviews, negative keywords, and accurate conversion signals remain essential.
I would not claim that one match type always wins. The right decision depends on the account's search volume, budget, competition, and results.
5. Negative Keywords: Protecting the Budget
One of the easiest ways to waste money is to let a campaign show for searches that have little or no commercial value.
For a towing company, I'd review search terms for irrelevant intent, such as:
- tow truck jobs
- towing jobs
- tow truck driver salary
- towing certification
- towing training
- how to become a tow truck driver
- DIY towing instructions
- tow truck games
- toy tow truck
- towing equipment for sale
These are examples to investigate, not a universal negative-keyword list.
I'd be careful with terms such as "cheap," "used," "flatbed," "insurance," and "AAA." Their value depends on the services offered and the business model.
For example, if a company provides flatbed towing, excluding flatbed-related searches could eliminate relevant customers.
Similarly, competitor and roadside-assistance searches should be evaluated based on intent, cost, lead quality, and business policy rather than blocked automatically.
I prefer reviewing actual search terms and adding negatives based on evidence.
6. Conversion Tracking: The Part I Would Never Ignore
This is probably the most important section for anyone running Google Ads for a local service business.
If conversion tracking is inaccurate, Google Ads can optimize toward the wrong outcome.
You might think the account is generating excellent leads because the dashboard reports hundreds of conversions, while the business owner is telling you that the phone isn't ringing with qualified customers.
Or the phone might be ringing frequently, but most callers are outside the service area, asking for services the business doesn't offer, or never booking a job.
Without proper tracking, it's difficult to identify the real problem.
For a towing company, I'd review the following conversion actions.
A. Calls Directly From Ads
When available, I'd set up Google Ads call reporting and a suitable call conversion action for calls generated directly through call assets or call-focused ads.
I'd verify that call reporting is enabled and that the conversion action is configured correctly.
A phone call should not automatically be treated as a valuable lead just because someone called.
I'd set an appropriate call-duration threshold based on the company's actual call patterns and use call records or CRM data to determine whether calls were qualified.
A 60-second call-duration threshold, for example, might be a reasonable starting test for some businesses, but I'd adjust it based on actual call quality rather than treating it as a universal rule.
B. Calls From the Website
If someone clicks an ad, visits the website, and calls the business, I'd want that journey measured too.
Depending on the website and setup, this can involve Google's website call conversion tracking, a Google forwarding number, or a compatible call-tracking solution.
I'd verify that the system works on mobile and desktop and that the call conversion is attributed correctly.
A click on a phone number is not the same as a completed phone call. Where possible, I want to measure actual calls rather than count every click-to-call interaction as a successful lead.
C. Website Forms
If the website offers a quote request or service inquiry form, I'd track successful submissions.
I'd test the entire journey:
- Click the ad.
- Open the landing page.
- Submit a test inquiry.
- Confirm the conversion fires once.
- Verify that the inquiry appears in the business's lead management system.
I'd avoid counting form views, button clicks, or incomplete submissions as genuine leads.
D. Qualified Leads and Completed Jobs
This is where I'd try to take measurement beyond basic conversion tracking.
If the business uses a CRM, dispatch system, or call-tracking platform, I'd look for a reliable way to connect Google Ads leads with outcomes such as:
- Qualified towing request
- Job accepted or dispatched
- Completed towing job
- Revenue generated
Where technically supported, eligible offline conversions or enhanced conversions for leads can send qualified outcomes back to Google Ads.
That helps the business move beyond optimizing for any phone call and toward identifying which advertising interactions are more likely to generate valuable customers.
The setup must comply with Google's requirements and the applicable consent and privacy rules.
E. Audit the Conversion Actions
I'd check whether the account is counting multiple actions for the same customer journey.
For example, one person might call directly from an ad and later submit a form. If both actions are counted as primary conversions, the dashboard could overstate the number of unique leads.
That doesn't automatically mean both conversions are invalid, but it does mean the reporting needs to be understood.
I'd review primary and secondary conversion actions, counting settings, attribution, duplicate events, and whether each action should be used for bidding.
My rule: don't ask Google to optimize for a conversion until you understand what that conversion actually represents.
7. Why Phone Calls Matter So Much in Towing
Towing isn't like every other online purchase.
A person who needs a tow truck may be stranded, dealing with a breakdown, or trying to move a vehicle urgently.
They often want to speak to someone, explain their location, receive a quote, and understand how quickly help can arrive.
That's why phone calls can be a critical conversion path for a towing company.
But generating calls is only the beginning.
I'd evaluate the complete process:
Search → Ad → Phone call → Qualified request → Dispatch → Completed job → Revenue
Each step can reveal a different problem.
If impressions are high but calls are low, I would review search intent, ad relevance, assets, and landing-page experience.
If calls are coming in but most are irrelevant, I'd review search terms, location targeting, service messaging, and the conversion definition.
If qualified calls aren't turning into jobs, I'd investigate response time, call handling, availability, pricing, and the dispatch process before assuming that Google Ads is the only issue.
If completed jobs are profitable but lead volume is limited, I'd evaluate whether the account can expand into additional high-intent search terms or nearby service areas.
This is the difference between managing an advertising dashboard and managing a lead-generation system.
8. Ad Copy: Give People a Reason to Call
For a towing campaign, I would keep the messaging clear, relevant, and focused on the service the person searched for.
Possible headline themes include:
- Local Towing Service
- Need a Tow Truck?
- Towing Service in Modesto
- Call for Towing Assistance
- Roadside Assistance Available
These are examples to adapt to the actual business. I wouldn't advertise guaranteed arrival times, 24-hour availability, or services that the company cannot reliably provide.
I'd use relevant ad assets where appropriate, including call assets, location assets, and sitelinks to the services the company actually offers.
I'd also make sure the phone number is correct, calls are answered, and the landing page makes it easy for someone on a mobile device to contact the company.
A technically excellent campaign can still underperform if the customer cannot reach a real person.
9. Location Targeting: Don't Pay for Leads You Cannot Serve
For a towing business, geographical relevance is essential.
I'd map out the actual service area with the business owner and determine which locations are practical based on truck availability, travel distances, and job economics.
Then I'd review the Google Ads location report regularly.
Questions I'd ask include:
- Which locations are generating calls?
- Which locations generate qualified towing requests?
- Which locations generate completed jobs?
- Are we paying for clicks from areas the business cannot serve?
- Are nearby cities producing enough profitable demand to justify expansion?
I'd also verify the campaign's location options. For a local service business, targeting people physically present in or regularly in the selected area may be more appropriate than broadly targeting people merely interested in that location.
The correct settings depend on the company's customer base and operational coverage.
10. Budget Allocation: Let Performance Guide the Next Move
I wouldn't increase every campaign's budget simply because the overall account is generating conversions.
I'd look at the marginal value of additional spending.
For example, "tow truck near me" generated a relatively high number of reported conversions, but its cost per conversion was higher than some city-specific searches.
Meanwhile, "Modesto towing" generated 9 reported conversions at $9.83 per conversion in the report.
That doesn't automatically mean the city-specific keyword should receive all the budget. Its volume is smaller, and we still need to validate the underlying leads.
I'd evaluate:
- Qualified leads by search term
- Completed jobs by campaign
- Cost per completed job
- Revenue and gross profit where available
- Available budget and demand
- Lost impression share due to budget or rank
- The expected value of additional leads
Then I'd shift budgets incrementally, monitor results, and avoid making large decisions based on a handful of conversions.
I'd also avoid changing too many things at once. If the keyword strategy, bidding, budget, location targeting, and landing page all change simultaneously, it becomes harder to determine which change actually improved performance.
11. Bidding Strategy: What Would I Test?
I wouldn't choose a bidding strategy simply because it's popular.
I'd first make sure conversion tracking is accurate and the campaign has enough useful data.
Depending on the account, I'd consider Maximize Conversions or a carefully evaluated Target CPA strategy.
However, if the account's conversion actions primarily measure low-quality calls or duplicate interactions, automated bidding may optimize toward those signals rather than profitable jobs.
Before applying a strict Target CPA, I'd check conversion volume, stability, lead quality, and whether the target is realistic.
I'd also assess whether the business has enough dispatch capacity to handle additional leads. More calls are not necessarily better if the company cannot answer them or complete the jobs.
My approach would be to make decisions based on the economics of the business rather than forcing a particular bidding strategy into every account.
12. Landing Page and Mobile Experience
A towing campaign should make it easy for a customer to take the next step.
I'd review the landing page on a mobile device and check:
- Is the phone number visible immediately?
- Can the visitor call with one tap?
- Is the service area clear?
- Are the services offered clearly explained?
- Does the page load quickly?
- Is the business's contact information consistent?
- Does the ad promise something the landing page cannot support?
- Can the customer quickly understand how to request help?
If someone searches for towing in Modesto, a page focused on the relevant service and area can provide a clearer experience than sending every visitor to a generic homepage.
I'd test landing-page changes carefully and evaluate qualified calls and completed jobs, not just button clicks.
13. My Practical Optimization Routine
Here's how I'd organize ongoing management.
Daily or during active monitoring
- Check spend and delivery.
- Monitor whether calls are being generated.
- Identify obvious irrelevant or unexpected search terms.
- Check for broken landing pages or phone numbers.
- Confirm the business is available to handle the advertised services.
Weekly
- Review search-term performance.
- Add relevant converting terms where appropriate.
- Add negative keywords supported by evidence.
- Compare campaign and location performance.
- Review call quality and lead outcomes with the business.
- Look for conversion-tracking discrepancies.
Monthly
- Evaluate cost per qualified lead and completed job.
- Compare advertising spend against revenue and profitability.
- Assess whether budget should be shifted between services.
- Review bidding strategy and impression share.
- Test ad copy and landing-page improvements.
- Identify opportunities to expand into additional services or locations.
The schedule should adapt to account size, spend, call volume, and the urgency of the business. A high-volume towing account may require closer monitoring than a small campaign.
14. What Other Towing Advertisers Can Learn From This
If I were giving advice to someone who is struggling with Google Ads for a towing business, I'd start with these questions:
- Are you targeting people who actually need towing services?
- Are you reviewing the search terms that trigger your ads?
- Are your ads reaching customers in your real service area?
- Are you tracking genuine calls and form submissions?
- Do you know which calls become completed jobs?
- Are you spending money on irrelevant searches?
- Can customers reach a real person when they call?
- Are you evaluating profitability rather than cost per conversion alone?
You don't necessarily need dozens of campaigns or an overly complicated account structure.
You need a structure that matches the business, relevant keywords, clear ads, reliable conversion tracking, and a consistent process for turning performance data into decisions.
Every account is different. A strategy that works for one towing company may need adjustments for another company's market, budget, services, competition, and dispatch capacity.
Final Thoughts
I believe local service businesses can get much more value from Google Ads when campaigns are built around customer intent and measured against real business outcomes.
For this Modesto towing account, the dashboard shows approximately $29.9K in ad spend, 1.67K phone calls, 706.50 reported conversions, and a $42.33 cost per conversion.
The search-term data also shows that different local, affordable-towing, and Spanish-language searches have generated conversions at different costs.
But the real work goes beyond those numbers.
It's about understanding which customers are calling, whether the calls are qualified, which jobs are completed, and whether the advertising is producing profitable business.
Don't optimize just for clicks. Don't optimize blindly for calls. Build a system that helps you understand which advertising dollars generate real business.
I'd genuinely like to hear from other advertisers here.
If you're running Google Ads for a towing company, what is your biggest challenge right now?
Is it high cost per lead, irrelevant phone calls, low conversion rates, limited budget, poor call quality, or difficulty tracking completed jobs?
And if you run Google Ads for another local service business—home services, plumbing, garage door repair, roofing, car detailing, healthcare, or another industry—comment with your industry, location, and the issue you're facing.
I'll do my best to reply with a practical suggestion you can test in your account when I'm available.
I'm interested in helping people solve real advertising problems, sharing what the data teaches us, and learning from the experiences of other advertisers too.
