How Brace Helped Towbars & Towing Grow Conversion Value By 181% With Google Ads
+91%
Increase in click-through rate as ads became more relevant
55%
Lower cost per conversion, more leads for less spend
+181%
Increase in conversion value for a better return on investment
Towbars & Towing are a mobile towbar fitting service that comes to the customer. Drivers enter their registration to find the right towbar for their vehicle, and the team fit it at home or at work, with no trip to a garage needed.
The Challenge
Towbars & Towing moved their Google Ads management to Brace looking for more from the channel.
The campaigns they had were spending, but they were not working hard enough. Ads were reaching the wrong people, cost per conversion was higher than it needed to be, and the return did not reflect the budget going in. They wanted management built around intent and return, not clicks for their own sake.
How We Did It
We overhauled the account from the ground up, with a clear focus on audience intent, tighter targeting, and optimisation driven by return. The aim was simple. Show the right ads to the right people at the moment they are looking to book, and stop paying for the clicks that were never going to convert.
Rebuilt Campaigns Around Audience Intent
- Restructured the account to target people actively searching for towbar fitting
- Cut the keywords and placements that drew clicks but not enquiries
- Focused budget on the searches most likely to end in a booking
Tightened Targeting And Sharpened The Ads
- Narrowed targeting so spend went to the right locations and audiences
- Rewrote ad copy to speak to what the searcher actually wanted, which lifted click-through rate
- Aligned the ads with the quick-quote journey so the click and the landing experience matched
Optimised For Return, Not Clicks
- Shifted optimisation towards conversions and conversion value rather than traffic
- Managed bids and budgets to bring cost per conversion down
- Kept refining against real performance so the account improved month on month
The Results.
The results were immediate. Click-through rate rose by 91%, a sign the ads were finally landing with the right people. Cost per conversion fell by 55%, so every lead cost far less than it had before, and conversion value climbed by 181%. More leads, less spend, and a much better return on the money going in.
The account now earns its keep, and it does so by reaching people at the point they are ready to book rather than paying for attention that goes nowhere.
Get In Touch TodayThe Brace Team
A small, senior team ran the account end to end, from strategy through to hands-on optimisation and reporting.
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