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Mobile Tyre Fitting & Emergency Roadside Assistance

How We Turned a Struggling Google Ads Account Into 3,770 Qualified Conversions

3,770

Qualified Conversions

5,370

Phone Calls Generated

£7.31

Cost per Conversion

The Client

Our client is a Mobile Tyre Fitting & Emergency Roadside Assistance company serving Cheshire and Greater Manchester, England, UK. They provide on-demand tyre fitting, puncture repair, emergency tyre replacement, and roadside assistance for drivers in urgent need.

With demand for emergency automotive services being highly time-sensitive, the client needed a Google Ads account that could reliably capture high-intent searchers and turn them into phone calls and bookings — without wasting spend on a limited advertising budget.

The Challenge

When we took over the account, it was underperforming due to a combination of technical and structural issues:

  • Conversion tracking was missing — there was no reliable way to measure what was actually generating leads
  • Wrong actions were being counted as conversions, misleading Google’s bidding algorithm
  • Limited historical conversion data, making optimization difficult
  • Poor campaign structure that failed to separate high-intent search terms effectively
  • Poor website structure that was reducing lead quality
  • A limited campaign budget, meaning every pound had to work harder
  • Poor optimization strategy with no consistent process in place

Without reliable conversion data, Google’s Smart Bidding had no way to identify high-intent users searching for emergency tyre fitting and roadside assistance — so the account was essentially bidding blind.

What We Did

Campaign Setup & Rebuild

  • Built a complete Search campaign from the ground up
  • Set up a dedicated Performance Max campaign
  • Structured campaigns around service-focused ad groups for better relevance and Quality Score

Conversion Tracking & Measurement

  • Integrated Google Analytics 4 (GA4)
  • Implemented Google Tag Manager (GTM)
  • Set up Enhanced Conversions for more accurate, privacy-safe tracking
  • Ensured every genuine conversion — call or form fill — was tracked correctly, giving Google’s algorithms reliable data to optimize against

Keyword & Audience Strategy

  • Conducted high-intent keyword research focused on emergency and local search terms
  • Built out audience signal optimization for Performance Max
  • Implemented negative keywords to cut wasted spend on irrelevant searches
  • Ran ongoing search term optimization to keep targeting sharp

Ad Copy & Asset Optimization

  • Wrote and tested Responsive Search Ads for maximum relevance
  • Optimized ad assets to improve ad strength and click-through rate
  • Delivered landing page recommendations to improve lead quality once users arrived on the site

Ongoing Optimization

  • Weekly search term reviews
  • Continuous negative keyword expansion
  • Bid strategy adjustments based on performance data
  • Device and geographic optimization to focus spend where it converted best
  • Regular performance monitoring across all campaigns

The Results

Overall Account Performance

  • 3,770 Qualified Conversions
  • 5,370 Phone Calls
  • 39,400 Clicks
  • 2.70% Conversion Rate
  • £7.31 Cost per Conversion
  • £0.70 Average CPC
  • £27,572.98 Total Ad Spend

Performance Max Campaign

  • 2,010.80 Conversions
  • 18,344 Clicks
  • 1.69% Conversion Rate
  • £0.48 Average CPC
  • £4.42 Cost per Conversion

Search Campaign

  • 1,217.36 Conversions
  • 13,490 Clicks
  • 6.53% CTR
  • 9.02% Conversion Rate
  • £0.71 Average CPC
  • £7.88 Cost per Conversion

Search Campaign 2

  • 542 Conversions
  • 7,566 Clicks
  • 5.68% CTR
  • 7.16% Conversion Rate
  • £1.20 Average CPC
  • £16.78 Cost per Conversion

From Untracked Spend to a Reliable Lead Engine

By fixing conversion tracking from the ground up and rebuilding the campaign structure, the account went from unreliable, poorly optimized spend to a consistent source of qualified emergency callouts and bookings — all while operating on a controlled budget.

Why the Campaign Succeeded

  • Accurate GA4 and GTM conversion tracking
  • Enhanced Conversions implementation
  • Rebuilt Search and Performance Max campaign structure
  • High-intent keyword targeting
  • Continuous search term and negative keyword optimization
  • Ongoing bid strategy improvements
  • Stronger audience targeting and ad messaging
  • Landing page recommendations that improved lead quality

Key Takeaways

This project shows that successful Google Ads management isn’t just about driving traffic — it’s about building a reliable optimization framework. Even with a controlled advertising budget, accurate conversion tracking, a well-structured campaign setup, and consistent ongoing optimization enabled the account to generate thousands of high-quality leads and phone calls at an efficient £7.31 cost per conversion.

Core Services Delivered

Google Ads Strategy • Search Campaign Setup • Performance Max Campaign Setup • Campaign Restructuring • GA4 & GTM Conversion Tracking • Enhanced Conversions • Keyword Research • Responsive Search Ads • Audience Signal Optimization • Negative Keyword Management • Search Term Optimization • Bid Strategy Optimization • Ad Copy Optimization • Asset Optimization • Device & Location Optimization • Landing Page Recommendations • Performance Monitoring • Ongoing Campaign Management

Since working together, our phone hasn’t stopped ringing with genuine emergency callouts. We finally know exactly where our leads are coming from, and the cost per lead has dropped massively. Couldn’t ask for better results on our budget.

Richards

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