CM Recovery Services Case Study
PROJECT BACKGROUND
CM Recovery Services is a UK-based fuel recovery provider operating in Wolverhampton, helping stranded drivers get back on the road through rapid emergency fuel delivery.
Although the business had been operating for over two years, it struggled to generate consistent, high-quality calls from its core service area via Google Ads. Most enquiries were either irrelevant or coming from locations the business couldn’t effectively serve, limiting growth and increasing wasted ad spend.
THE RESULTS
Last 6 Months Of 2025
£3.93K
Total Spend
239
Phone Calls Generated
716
Total Clicks
19.13%
Conversion Rate
CHALLENGES
• The primary challenge was lead quality and location mismatch.
• Calls were coming from across the UK, not just Wolverhampton
• Low call volume despite running ads
• High cost per call, making campaigns inefficient
• Budget constraints, with a spend of £40/day (~£1,200/month)
• The client needed a way to attract more calls from the right area without increasing ad spend
OUR APPROACH
• We focused on Call – Only Ads and search campaigns
• Conducted in-depth keyword optimization to match high-intent search terms
• Built a tight location strategy, targeting only Wolverhampton (50 Miles Radius)
• Excluded all non-serviceable regions to eliminate wasted spend
• Optimized campaigns specifically for call generation, not just clicks
• This ensured ads were shown only to users who could realistically convert.
