In my experience managing many towing accounts, conversion rates tend to be very high for towing campaigns around around 20-30% versus an average of 5-10% on most other Google Ads campaigns.
BUT – since searchers are quick to click on your ad and quick to call, the issue tends to be lead quality. Most towing advertisers in Google Ads complain of the following:
- “Where’s my car?” calls – people looking for their impounded car
- Callers searching for and looking for competitors
- Call for car makes (Toyata, Jeep, etc), insurance companies, or roadside services like AAA
As with most Google Ads campaigns, you’ll never eliminate these lower quality calls ENTIRELY, but there are proven ways to slow them to a crawl which will allow your campaign budget to flow to more general searches that can produce higher quality calls leading to more revenue and higher ROI on your campaigns.
Average Cost Per Lead On Towing Campaigns
In my first towing video below, I share the average cost per lead for towing campaigns falling in the $20-30 range.
Since then, I’ve run some campaigns that have generated leads for under $15 and sometimes under $10.
Obviously, this will depend on different factors like competitors and quality of your website, ads, and overall campaigns setup.
The only times I’ve ever seen leads be generated for these dirt-cheap prices of $10-15 would be in high populated areas like Miami or New York City. This doesn’t mean you’ll ALWAYS get these cheap prices in big cities. It just means that the population is there to support the outcome of cheaper leads.
Towing Campaigns Tough In Rural Areas?
So if there is greater potential for large and small towing companies in big cities, it begs the opposite question… Will towing campaigns in Google Ads be a struggle in mid-suburban and smaller rural areas? I’ve actually found this to be true and seen some of my own clients struggle in more rural areas. I cover this topic in my 2nd towing video below.
The obvious reason for tougher campaigns in the ‘burbs and rural areas is the lower amount of car traffic and resulting lower search volume. Less traffic on the roads = less stranded cars calling for tows. It’s not rocket science!
I believe it can be even more of a struggle in the lower population areas SURROUNDING big population areas. My theory on this is that larger advertisers inside the city are targeting a large radius around the city including some smaller areas. These larger companies with healthy budgets can make it tough for smaller advertisers on the outskirts of the city to compete.
Search Campaigns vs Call Campaigns for Towing
I don’t use Call Ads often on accounts but they make a lot of sense on some campaigns like emergency medicine, towing, etc. where searchers generally want to pick up the phone and call quickly.
I’ve tested Call Ads side by side with Search campaigns and not found significant advantages on Call Ad campaigns. The cost per conversion tends to be within 5% and I’ve actually observed Call Ads to be more expensive producing lower quality leads. My theory here is that for a service where people are VERY inclined to call, the Call Ads make it that much easier to call. If searchers go to your website first, they will probably read the info on the website at least for several seconds. This process of reading through your website will filter them to a degree and transform them into a better lead.
Budgets For Towing Campaigns.
Most towing companies I speak to who are interested in Google Ads ask me about budget. They generally want to know how much they will need to spend in Google Ads to make a meaningful impact on their business. I’ve managed towing account for different size clients with 1 truck or many trucks. One standard I’ve found to be true is that a budget of $1,000/mo per truck seems to be enough to keep busy.
The budget you will need can depend on different factors including how much business you generate from other sources like AAA or from organic search exposure.
UPDATE: 4 Key Elements for a Successful Towing Campaign in Google Ads
After more time has passed and after managing over 30 towing campaigns across various cities and even countries, I’ve seen firsthand what separates successful campaigns from those that under-perform. In this third installment video below on towing campaigns in Google Ads, I’ll break down four essential elements that contribute to success—and even share real revenue figures to help set expectations.
What Does Success Look Like?
In top-performing accounts, I often see a return on ad spend (ROAS) of 5:1. That means for every $1 spent on Google Ads, these towing businesses are generating $5 in revenue. That’s gross revenue, not profit—but still a strong indicator of positive campaign performance. One client, for example, is spending around $9,000 per month and generating more than five times that in revenue – or $40,000 – $50,000. On the flip side, I’ve seen others struggle to break even, highlighting the importance of the following four factors.
1. A Complete and Active Google Business Profile
A properly optimized Google Business Profile (GBP) is critical. Your ads often appear in the local map pack, where a strong GBP can enhance your visibility and credibility. High-quality reviews and an accurate business listing can improve click-through rates and make your ads more compelling by showing reviews next to ads and ads inside the map pack. New operators may need to invest more early on to build that review base, but it’s worth the effort.
2. Solid Phone Skills
The way you answer and handle phone calls has a huge impact on conversions. I’ve listened to dozens of recorded calls, and the difference between a smooth, confident operator and a hesitant one is stark. Simply answering with your company name can establish professionalism right away. You’ll see in my video below that not every towing operator even does that! Callers are often stranded and stressed, so clarity, friendliness, and efficiency on the phone can make or break the sale.
3. A Healthy Budget
Budget matters more than you think. One of my successful towing clients runs their campaign at $300/day with multiple trucks and sees strong, consistent returns. Another recently started at just $26/day—enough to generate leads, but not likely to reach a 5:1 return without scaling up. Aim to spend at least 5 to 10 times your average cost per lead per day to see real traction.
4. Targeting the Right Area
Geography plays a major role in campaign performance. Some markets are just more competitive, making it harder to stand out. Try analyzing your city by checking the number of towing businesses listed in the local map pack. If you’re in an overly saturated area, consider narrowing your targeting to specific zip codes or less competitive neighborhoods.
Hook Up To My Expertise For Your Campaigns
There are additional tactics and nuances—like leveraging Performance Max campaigns—that I’ve found to be effective, but they require experience and testing to master. If you’re serious about growing your towing business through Google Ads, it pays to get the fundamentals right first.
Want hands-on help with your campaign? Check out my Google Ads management service for towing companies. And if you haven’t yet, watch my other two videos on towing campaigns for more practical tips.