The story behind the numbers
Told by Steve Natowski
VP of Client Success · manages the Trailer King account
Out in the Permian Basin, people don't just drive to a trailer lot on a whim. They call first. So for Trailer King in Odessa and Midland, the whole game was simple to say and harder to do: every dollar we spend on Google Ads needs to make the phone ring. When we looked at the account, there was spend going to places that weren't producing calls, and that's money a dealer feels.
We tightened the targeting and bidding to cut the waste, rebuilt the campaigns around phone calls instead of just clicks, and kept working local SEO for parts, financing, and brand searches. We also kept the reviews coming in, because in a market like that, reputation travels fast.
Here's the part I like telling people. Ad spend went down almost 28%, from about $8,200 to about $5,950, and phone calls from Google Ads went up 31%, from 735 to 963. Cost per call dropped from around $11.19 to around $6.18. Reviews went from 46 to 81, and Trailer King is #1 for "trailer parts odessa" and "odessa trailer financing." Less money, more calls. That's the job.
Every DigiSphere client has a named client success manager.
