The challenge
Cluster Shop, a leading provider of instrument cluster repair services across the USA, faced two main problems with their advertising:
- Low volume of quality phone calls: They weren’t generating enough quality calls from potential customers.
- Underperforming e-commerce sales: Their WooCommerce store wasn’t generating the expected sales of new dashboard instrument clusters.
Strategy
We implemented a strategy built on Call Tracking Metrics and a Performance Max (PMAX) campaign.
1. Improving phone call quality and volume
We integrated Call Tracking Metrics (CTM) into Cluster Shop’s Google Ads campaigns, which allowed us to:
- Track call sources: Identify which ads and keywords were driving phone calls.
- Qualify leads: Record and analyze calls to judge their quality and conversion potential.
- Optimize ad spend: Focus budget on the ads that generated high-quality calls.
2. Growing e-commerce sales with PMAX
We launched a PMAX campaign dedicated to Cluster Shop’s online store:
- Targeted ads: Google’s AI delivering personalized ads across Search, Display, YouTube, Gmail and Discover.
- Dynamic product ads: Showcasing new dashboard instrument clusters with high-quality images and compelling descriptions.
- Smart bidding: Automated bidding to maximize return on ad spend (ROAS).
Results
- More phone calls: call-only ads made it easy to call Cluster Shop directly from the ad, significantly increasing the volume of qualified inquiries.
- Better lead quality: CTM filtered out unqualified leads so only genuine inquiries counted as conversions, making the budget work harder.
- 7x ROAS on e-commerce sales from the PMAX campaign, boosting online sales and Cluster Shop’s overall online presence.
Conclusion
Cluster Shop’s results show the power of a well-rounded Google Ads strategy. By integrating Call Tracking Metrics and launching a successful PMAX campaign, we increased both the volume and quality of phone calls and achieved remarkable e-commerce results. Precise targeting, dynamic ad formats and smart bidding are what drive success for automotive repair businesses.
Need to know which calls come from your ads? See my analytics and tracking setup.
