MI Recovery Services Case Study
PROJECT BACKGROUND
MI Recovery is a Sheffield-based breakdown recovery/towing service provider, helping drivers get back on the road quickly and safely. The business has been operating for over two years but struggled to generate a consistent number of high-quality calls from its core service area.
Most enquiries were either irrelevant or coming from locations outside Sheffield, limiting growth and increasing wasted ad spend.
THE RESULTS
Last 6 Months Of 2025
£3.47K
Total Spend
302
Phone Calls Generated
1,004
Traffic
17.51%
Conversion Rate
CHALLENGES
• Low call volume
• Calls were coming from all over the UK, not just Sheffield.
• Budget constraints, with a spend of £30/day (£1,000/month).
• Lead quality and location mismatch.
• High cost per call, making campaigns inefficient.
OUR APPROACH
• 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 Sheffield (50-mile radius).
• Excluded all non-serviceable regions to eliminate wasted spend.
• Optimized campaigns specifically for call generation, not just clicks.
