The Challenge: Zero Patience, High Competition
BatteryXpress, an on-demand car battery replacement service, was facing a classic emergency service problem.
- The Customer: Stranded on the road with a dead battery. Frustrated, in a hurry, and using a mobile phone.
- The Problem: Their previous campaigns were driving traffic to a “Contact Us” page. In an emergency, nobody wants to fill out a form. They want to talk to a human now.
- The Goal: Shift from “Website Clicks” to “Direct Calls” and reduce the Cost Per Acquisition (CPA).
The Strategy: The “One-Click-to-Call” Ecosystem
We scrapped the traditional “Traffic” objective and rebuilt the account with a Mobile-First, Call-Centric strategy.
1. Call-Only Ads (The Game Changer)
For someone stuck on the highway, visiting a landing page is friction.
- We deployed Call-Only Ads (now Call Ads) exclusively on mobile devices.
- The Result: When a user searched, the “Headline” was our phone number. One tap dialed the dispatch team directly. No landing page, no loading time.
2. Hyper-Local Radius Targeting
Speed is the product. If a technician takes 2 hours to arrive, the lead is lost.
- We switched from broad city-wide targeting to Radius Targeting (Pin-Drop) around the technician’s live locations.
- We used Location Bid Adjustments to bid +20% higher in areas with high vehicle density (IT parks, mall parking lots, highway exits).
3. The “Panic” Keyword Strategy
We separated keywords into two buckets:
- High Intent (Emergency): “Car battery died,” “Jumpstart service near me,” “Battery replacement urgent.” (We bid aggressively here).
- Low Intent (Research): “Car battery price,” “Best battery brand.” (We excluded these or bid very low).
- Negative Keywords: We aggressively blocked terms like “DIY,” “How to,” “Shop,” and “Amazon” to stop paying for people trying to fix it themselves.
4. Dayparting & Ad Scheduling
- Data showed 40% of breakdowns happen during rush hour and late nights.
- We set up Ad Schedules to increase bids by 30% during peak traffic hours (8 AM – 11 AM & 5 PM – 8 PM) when users are most desperate and competition is often offline.
The Results
By removing the landing page friction and focusing purely on the phone call, the metrics transformed overnight.
- Conversion Rate (Calls): Increased by 340% (from 8% to 35%).
- Cost Per Call (CPA): Dropped from $15 to $4.50.
- Click-to-Call Ratio: 65% of all clicks resulted in a connected call lasting over 60 seconds.
- Total Revenue: BatteryXpress expanded their fleet from 2 vans to 5 vans within 4 months due to demand volume.
The Takeaway
For emergency businesses (Battery, Towing, Locksmiths), your website is not your storefront—your Phone Number is.
If you are forcing stranded customers to fill out a form, you are losing money to the competitor who let them click-to-call.