Roadside emergencies can leave people stranded and desperate — and in need of a quick solution. So, what do they do? They reach for their smartphones and start searching for a towing company.
Powerful digital advertising can help ensure your tow company name is the first one they see. Think of it as a “virtual tow truck” for your company, hauling in more customers. In this blog, we’ll look at three types of digital ads that we can help you implement.
[Related: Your Towing Company's Guide to Digital Marketing for Lead Generation]
Search ads: welcome sights in a time of need
When a stranded motorist searches for “towing near me,” a search ad can be a saving grace. Invest in Google Ads or other search ad services, and your towing business name likely appears at the top of search engine results pages (SERPs).
With search ads, you can take powerful steps:
- Target specific keywords. Your company name appears directly in front of potential customers who type in certain phrases, like “24-hour towing” or “flat tire service.”
- Call out to your local service area. You can target your search ads to zip codes or neighborhoods. You reach the people most likely to need your services while keeping response times low.
- Induce immediate action. Make sure your ad includes a strong call to action (CTA), like “Call now for fast towing” or “Click here to send help your way.” You increase the chances that someone who needs immediate assistance contacts you directly through the ad.
Targeted search ads position your tow company as an immediate solution, literally at someone in need’s fingertips. You’re the local hero who gets a stranded motorist back on track when disaster strikes.
[Related: Hibu Client Conversation: Dependable Towing]
Social ads: all about building trust
While search ads are great for targeting immediate needs, social ads have a longer-term impact. Regularly advertising on platforms like Facebook and Instagram lets you build relationships with potential customers before they need your services.
With social ads, you can make connections:
- Appeal to specific demographics. Social media platforms offer advanced targeting options. You can define your audience by location, age, income, and interests — like car enthusiasts or road trip travelers. The intent is to ensure the people most likely to need towing services in the future see your ads.
- Showcase your expertise. People who engage with social media aren’t necessarily there to shop for products or services. They’re looking for information or entertainment. In addition to ads, post useful information — like car maintenance tips, satisfied customers’ success stories, or examples of your team’s expertise and professionalism.
- Show you’re part of the community. Foster a positive perception of your brand by participating in local community groups. Offer towing safety tips and provide updates on local road closings or hazards. Also, be sure to always respond to people who comment on your posts.
- Promote special offers and discounts. Social media platforms are ideal for announcing special promotions and offers on towing services. This is a great way to attract new customers and encourage repeat business.
By regularly appearing in users’ feeds, social towing ads increase the likelihood that stranded motorists remember your company when they need your services.
[Related: 7 Social Media Pointers for Tow Company Marketing]
Display ads: keep your company name top of mind
Chances are, a visually appealing ad has captured your attention when visiting a website or using an app. These are called display ads. Marketers design them to build brand awareness and remind people that your tow company exists. Well-designed display ads with strong CTAs can compel potential customers to learn more about your towing services.
With display ads, you can get attention fast:
- Get noticed with eye-catching graphics. Visuals tend to draw people in. When you combine a strong promotional message with high-quality images of your tow trucks, team or satisfied customers, your ads get attention.
- Appeal to the right audience. You can target your messaging based on specific variables — including location, demographics and browsing behavior. This ensures your ads appear on appropriate websites, like roadside assistance sites and automotive news platforms.
- Tap the power of retargeting. Display ads are great for retargeting people who’ve visited your site in the past but didn’t call for a tow. Place your ads on other websites they visit to remind them of your services for later needs.
Keep in mind that even if people don’t click your ads immediately, ads still make an impression over time. Repeated exposure to ads makes your presence known and conveys credibility. That’s what building trust is all about.
[Related: 9 Tips to Generate Organic Visits for Google Business Profile]
Keep promotional traffic in all three lanes
Choosing which of these ad channels to use is not necessarily an either/or decision. A strong digital marketing strategy is to launch a towing ad campaign that leverages all three channels.
Let’s say you want to promote a new service or special discount. You could drive organic traffic with search ads, inform and engage your audience with social ads, and increase brand visibility with display ads. This three-lane promotional highway increases your chances of turning prospects into loyal customers.
In the competitive world of towing services, establishing and maintaining a strong online presence are more important than ever. At Hibu, we can create compelling search, social, and display towing ads to help your business:
- Stand out
- Reach the right audience
- Build your brand
[Related: The Small Business Guide to Lead Generation]
Crank up your towing ads with Hibu
Discover how search, social, and display ads can help your towing business haul in more customers. Call Hibu at 877-237-6120 or complete our Get Started form for a free, no-obligation consultation.
