MDF Mécanique · Diesel truck mechanics · Google Ads — Search & Local · 2026
How a Laval diesel garage bought 187 phone calls for CA$6,905
A truck that will not start is not a considered purchase. It is a phone call, made from the roadside, to whoever appears first and answers.
187
calls from ads
six reported months, CA$37 each
The results, up top — every number is in the strip below
187
calls from ads
six reported months
~CA$37
per call from ads
CA$6,905 ÷ 187
115
site phone calls
tracked separately
68
direction actions
drivers navigating to the garage
CA$6,905
media spend
about CA$1,150 a month
01 — The challenge
Roadside urgency, a specialist trade, and a small monthly budget.
MDF Mécanique is a diesel mechanical specialist in Laval, working on trucks and commercial vehicles rather than passenger cars. Its customers are fleet operators and owner-drivers, and a breakdown costs them money by the hour.
That produces an unusually compressed decision: search, call, done. There is no form, no comparison, no second visit. On a budget near CA$1,150 a month, the account either wins that first call or wastes the click — and general automotive queries, which are far cheaper, bring the wrong vehicles.
“A stranded truck is not shopping around. If my number is not the one they tap, the job goes to whoever's is — and passenger-car calls just tie up my bay for nothing.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So every dollar was pointed at diesel and commercial intent, and at the phone.
02 — Our approach
Specialist intent only. Conversion is the call.
Campaigns were confined to diesel and commercial-vehicle intent, with passenger-car and general-mechanic queries negated rather than tolerated for their cheaper clicks.
Calls from the ad were made the primary conversion, and location and directions signals were added for the physical garage — 68 direction actions were recorded in the reported window.
This account has six reported months and no comparable prior period. Every figure here is an absolute, and the cost per ad call is published at roughly CA$37.
03 — What we did
Diesel-only targeting, call-first conversions, local signals.
A small account that refuses the wrong customer.
Specialist targeting
Confined the account to diesel and commercial intent
Passenger-car and general-mechanic queries were negated. Cheaper clicks that bring the wrong vehicle are not a saving.
Recreated Google Ads search terms view
Call-first conversions
Made the ad itself the conversion point
187 calls placed directly from the ads against 115 site-tracked calls — the roadside customer never reaches the website.
Recreated Google Ads campaign table
Local signals
Added the garage location to the ads
68 direction actions recorded in the reported window, from fleet drivers navigating straight to the bay.
Local action breakdown
Launch reporting
Absolutes, and the cost per call stated
Six reported months, no baseline. CA$6,905 ÷ 187 ad calls ≈ CA$37 each.
Monthly call volume
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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