Force Spotters Case Study

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Force Spotters Case Study | Aker Ink is a page on Aker Ink, originally at https://akerink.com/client-experience/force-spotters-case-study.

Google Ads Overhaul Drives High-Value Sales & Rentals for Nationwide Spotter Truck Provider

Force Spotters , a nationwide seller and leaser of spotter trucks for yard operations, came to Aker Ink after its previous pay-per-click (PPC) campaign generated traffic but few viable leads. The company also lacked visibility into lead quality and whether calls and form submissions became real sales opportunities.

Reaching the right buyers presented a distinct challenge. With new spotter trucks costing approximately $150,000 and requiring costly shipping charges, increased and broad national exposure would not necessarily translate into profitable sales. Search habits also varied by region, with prospective customers using different terms such as "yard truck," "yard dog," "yard goat" and "terminal tractor" for the same type of vehicle.

Force Spotters needed a more precise strategy that accounted for how customers searched, where they were located and whether they were ready to buy, rent or lease.

Rebuilding the Campaign Around Buyer Intent

Upon engagement, we overhauled the Google Ads campaign, applying a data-driven strategy to maximize the same monthly budget. After an initial traffic-generation period, we shifted the campaign's focus to lead generation and concentrated spending on audiences most likely to become customers.

Testing showed that targeting approximately 100 miles around each service region provided the strongest balance between demand and delivery economics. We paired this geographic focus with audience targeting designed to reach in-market commercial vehicle buyers rather than general website visitors.

This approach allowed Force Spotters to capitalize on its nationwide network while prioritizing prospects who could realistically and profitably be served by a nearby location.

Adapting Search Strategy to Regional Buyers

The previous campaign relied heavily on variations of "yard truck." We expanded the keyword strategy to reflect the different language buyers use across the country, including regional terms such as "yard goat" in the West and "yard dog" in the Southeast.

We also incorporated high-intent searches tied to sales, rentals and leasing, along with more specific phrases such as "terminal tractor for sale in Arizona." Keyword-informed ad and landing page copy created a more cohesive experience for prospective customers once they clicked.

Continual search-term reviews and near-daily keyword optimizations helped us eliminate less relevant traffic, identify new opportunities and direct the budget toward searches with stronger commercial intent.

Connecting Advertising Performance to Sales

Clicks and form submissions alone could not show whether the campaign was producing qualified business opportunities. We established a regular feedback loop with the Force Spotters sales team to connect phone and form conversions with viable leads and to continually refine the funnel.

This insight allowed us to evaluate performance based on lead quality and revenue rather than surface-level activity. It also informed ongoing adjustments to keywords, geographic targeting and campaign spending.

Turning Ad Spend Into Revenue

In the first year following its October 2025 launch, the campaign generated:

A 7.8% click-through rate, up 144% from the previous campaign

A 1.43% conversion rate, up 78%

60 qualified conversions

A $4.54 average cost per click

More than $350,000 in revenue from roughly $19,000 in Google Ads spend

A 1,741% return on investment

The campaign transformed Google Ads from an underperforming source of traffic into an ongoing revenue channel. Force Spotters gained high-value customers, developed additional sales opportunities and established relationships with customers who now rely on the company for recurring rentals.

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