02 · The story
Only the calls that count.
The business
Evolution Towing & Recovery is an owner-operated tilt-tray towing business in Singleton, NSW, on call around the clock, seven days a week.
The problem
The Google Ads setup it came with counted any call of 10 seconds or more from an ad as a lead and recorded no calls or forms from the website, so its cost per lead looked low and said little about real jobs.
What we built
A new Google search campaign from 15 September 2026, the landing page it sends searchers to, a new website, and tracking that counts a call only once it passes 30 seconds, plus form enquiries.
What happened
Counting every call of 30 seconds or more and every form, the first six weeks (15 September to 27 October 2026) brought 66 quality leads on $3,107.82 of spend, $47.09 each: 43 calls from the ads, 17 calls from the landing page and 6 forms. The last five weeks of the old setup (12 August to 14 September) brought 61 calls of 30 seconds or more from its ads on $4,089.76, $67.05 each. The old setup counted calls from its ads only, so its true count may have been higher, and on calls from the ads alone the new campaign costs 8% more: the landing page's calls and forms are what bring the cost per quality lead down.
