Nearly 2× the calls, at 40% less per call.
How Casaccio Media nearly doubled connected phone calls for TowBoatUS Fort Lauderdale — while cutting the cost per call by about 39% and roughly doubling search visibility — all on a flat, ~$900-a-month budget.
All figures are pulled directly from the client's Google Ads account. "Calls" are connected phone calls from ads (Google's native call tracking); 2026 is actual through October. Equal Jan–Oct windows are used for year-over-year growth.
On-water help, the moment a boater needs it
TowBoatUS Fort Lauderdale provides marine towing, on-water assistance and salvage across one of the busiest boating regions in the country. It's an emergency service: when someone is stranded, aground, or taking on water, they don't browse — they search and call the first capable company they find. The entire job of the advertising is to be that company, fast, for every high-intent local search.
Win the urgent moment — on a small budget
When a boat breaks down or runs aground, the owner searches and calls immediately — you have seconds to be the company they reach.
A lean budget means every dollar has to land on urgent, ready-to-call searches — there's no room for broad, informational boating traffic.
Fierce local competition for 'boat towing' and 'marine assistance' across Fort Lauderdale's inlets, canals and coastline.
Almost entirely mobile, high-urgency searches — the win goes to whoever makes calling fastest and shows up first.
Every dollar aimed at a ringing phone
Call-ready keyword focus
Budget concentrated on high-intent, emergency terms — boat towing, on-water assistance, salvage, ungrounding — not informational 'how to' boating searches.
Aggressive negative keywords
Continuous search-term review strips out DIY, jobs, memberships, car/trailer towing and tire-kickers before they burn the budget.
Call-first everywhere
Campaigns and assets built so the phone is one tap away — because on the water, a form submission is useless and a connected call is everything.
Tight local geo-targeting
Focused on Fort Lauderdale and the surrounding waterways and inlets, so spend reaches boaters who are actually in range of a tow.
Bidding toward connected calls
Optimized to the one action that matters — a boater reaching TowBoatUS by phone — rather than clicks, directions or vanity events.
Winning the visibility race
Steady work on relevance and ad rank lifted how often the ads appear for the searches that convert — more share of the urgent moment.
How the account is structured
The shape of the account — the approach, not the proprietary build. Tap through the layers.
The core of the account: high-intent Search built around boaters who need help right now. Tight, call-focused ad groups mapped to urgent intent — stranded, aground, taking on water — with the phone number front and center.
Chase the emergency, skip the browser
With a small budget, discipline is everything. We bid on the searches of boaters who need help now and filter out the free-resource, DIY and unrelated-towing traffic that drains spend. Toggle to see both sides.
Illustrative high-intent themes — the real match types, bids and build are managed in the account.
One conversion that matters: the phone rings
Connected calls only
We count a lead when a boater actually reaches TowBoatUS by phone from an ad — Google's native call tracking.
No form fills, no noise
Form submissions don't matter for an on-water emergency, and we exclude noisy web events that over-counted in the past.
Built for urgency
Every setting assumes a stressed boater on a phone who needs to call in seconds — the whole account optimizes for that moment.
The numbers, side by side
| Metric (Jan–Oct) | 2024 | 2025 | 2026 (YTD) |
|---|---|---|---|
| Phone calls (from ads) | 317 | 477 | 608 |
| Cost per call | $23.06 | $13.90 | $14.09 |
| Ad spend | ~$7,300 | ~$6,600 | ~$8,600 |
| Click-through rate | 2.3% | 4.5% | 3.8% |
| Search impression share (full yr) | 15% | 27% | 29% |
Equal Jan–Oct windows each year for a fair comparison (2026 is actual through October). Calls are Google's native "Calls from ads" — noisy web-call events and form fills are excluded. Impression share is full-year, impression-weighted.
More calls, less cost, more visibility
Connected phone calls (from ads, Jan–Oct)
Jan–Oct each year. 2026 (lighter) is actual through October and already well above the prior full year.
Cost per connected call
Down about 39% from 2024 — more calls for less.
Search impression share
How often the ads show for relevant searches — nearly doubled.
Monthly connected calls (from ads)
A clear upward trend — 2026 months run well above 2024, with peak-season highs above 90 calls.
What actually changed
Nearly twice the calls
Connected phone calls from ads grew from 317 to 608 over equal Jan–Oct windows (2024 vs 2026) — a steady climb, not a one-off spike.
Cost per call down ~39%
Even as call volume nearly doubled, the cost to generate each connected call fell by roughly 39% — more leads for less, the hardest result to fake.
Search visibility roughly doubled
Impression share nearly doubled while impressions lost to poor ad rank dropped from 63% to 47% — TowBoatUS now shows up far more often in the urgent moment.
On a flat, lean budget
None of this came from spending more. The budget held around $900/month across all three years — the growth came purely from sharper management.
This is the whole game for a local service business
A marine towing company doesn't need impressions or clicks — it needs the phone to ring with a boater who needs help. TowBoatUS Fort Lauderdale got nearly twice as many of those calls, at roughly 40% less cost each, without spending a dollar more.
That's what disciplined management looks like for a local, emergency-driven business: concentrate a lean budget on the highest-intent searches, be more visible than the competition in the urgent moment, and measure the one thing that pays the bills. The result compounds — more calls at a lower cost, year after year, from the same budget.
Real boats, real jobs
Common questions
By concentrating a lean budget on the highest-intent marine-assistance searches, filtering out low-value traffic with aggressive negative keywords, building call-first campaigns, and steadily improving ad relevance to win more visibility. Over equal Jan–Oct windows, connected phone calls from ads grew from 317 (2024) to 608 (2026) — nearly doubling — while the cost per call fell about 39% and search impression share rose from 15% to 29%.
Because it's an emergency service. A boater who is stranded or aground needs help immediately — they call, they don't fill out a form. We measure success in connected phone calls from ads and build the entire account around making that call as fast and likely as possible. Form submissions simply aren't a meaningful lead for on-water assistance.
Efficiency. By tightening targeting to high-intent searches, cutting wasted spend with negatives, improving ad rank to capture more impression share, and optimizing bids toward connected calls, the same budget produces more and cheaper leads each year. TowBoatUS nearly doubled its calls on a flat, roughly $900-per-month budget.
It depends on the market and the value of a job, but the trend is what matters: a program should get more efficient over time. For TowBoatUS Fort Lauderdale, the cost per connected call fell from about $23 in 2024 to roughly $14 in 2026 — a ~39% reduction — while call volume still grew.
Yes — discipline matters more than budget size. TowBoatUS Fort Lauderdale runs on about $900 a month and still generates hundreds of qualified phone calls a year. The key is spending every dollar on urgent, high-intent searches and measuring the one action that actually drives revenue.
We rely on Google's native call tracking — a connected call from an ad that meets a minimum duration — as the reliable, consistent measure of a lead. We deliberately exclude noisy website call events that over-counted in the past and form fills that don't represent real emergency demand, so the numbers reflect genuine business value.
Want results like these for your business?
If you run a local service business, more qualified calls at a lower cost is the whole ballgame. Get a free Google Ads consultation and we'll show you where the opportunity is.