QuickGrip

The page answers the three things a driver with a flat tyre wants to know straight away: how quickly someone can get to them, whether they need to pay upfront, and whether they can trust the people turning up.

For a business that had struggled to get Google Ads working, that was enough to prove the demand was there and that the phone would ring when the ads were set up properly.

So we tightened the service area to the towns QuickGrip could reach inside 45 minutes, and the account stopped paying for clicks from drivers the vans could not get to in time.

Those values go back into Google Ads, so the bidding learns which searches book paid jobs rather than which ones just make the phone ring. This summer, just over half of all leads turned into a paid job.

By the spring, though, the cost of each lead had started to climb, because there are only so many people in Hertfordshire searching for a mobile tyre fitter on any given day.

August brought in 210 leads on £3,354 of spend, against 247 leads on £7,836 in May, so QuickGrip kept 85% of the leads for 43% of the spend.

The plan is the one that worked the first time: a tight service area, a page built for drivers who need help now, and every job logged with what it was worth.