A logistics and freight company came to us relying on referrals for new work, which left it with no control over when the next quote request would arrive. It wanted a reliable, measurable source of enquiries. We built high-intent Google Ads Search campaigns around its services and lanes, tracked every call and form, and optimised toward genuine quote requests. The campaigns have generated more than 2,690 quote requests and over £320,000 in booking pipeline.
The brief
Referral work is valuable but unpredictable. The business could not forecast its pipeline, and when referrals went quiet there was nothing to replace them. It needed a channel it could switch on, measure and scale.
Freight is also a sector where a click is not a result. Plenty of searches come from people looking for tracking pages, job adverts or consumer parcel services. The brief was to reach businesses with freight to move and turn them into quote requests, not to generate traffic for its own sake.
What we did
We started by mapping the company’s services and the routes and lanes it actually wanted to win more work on. That gave us a keyword set built around commercial intent, where the searcher is looking for a quote or a carrier rather than information, and a negative keyword list to keep out consumer, job and tracking traffic.
We built Search campaigns in Google Ads around that structure, with ad groups matched to specific services and lanes so the ad copy and landing page spoke directly to what the searcher typed. Landing pages were set up with a clear quote request form and a prominent phone number, so there was one obvious next step.
Before spending any meaningful budget, we put call tracking and form tracking in place so every quote request could be attributed to the keyword and campaign that produced it. From there we optimised toward quote requests rather than clicks: shifting budget to the services and lanes that converted, refining bids and cutting terms that spent without producing enquiries.
Why it works
The campaigns are built around what a buyer types when they are ready to move freight, and everything from the ad to the landing page to the form is aligned with that moment. Tight targeting and a strong negative list mean the budget goes to the searches that matter.
Tracking quote requests as the conversion, rather than clicks or page views, lets the account be optimised against the number the business cares about. Over time that compounds, because every decision is made on real enquiry data.
The result
The Google Ads campaigns have produced more than 2,690 quote requests and over £320,000 in booking pipeline, giving the company a predictable source of new work alongside its referrals and a clear view of what each enquiry costs.
Frequently asked questions
Does Google Ads work for logistics and freight companies?
Yes, when campaigns are built around commercial-intent searches and filtered carefully. Freight is full of irrelevant search traffic, so structure and negative keywords matter more than in most sectors.
How do you measure quote requests from ads?
We set up call tracking and form tracking so every enquiry is attributed to the keyword and campaign that produced it. That is what lets us optimise toward enquiries rather than clicks.
How quickly will we see enquiries?
Search campaigns can produce enquiries within the first weeks, but performance improves as data builds and the account is refined. We review and report on it monthly.
Are we tied into a long contract?
No. We work on rolling monthly terms with no long contracts, and we are a Google Partner. A free audit of your current account or market is a good starting point.
Do you work with companies outside Birmingham and London?
Yes. We manage Google Ads for businesses across the UK from our Birmingham and London bases.