At OMG Tow Marketing, we’re the industry leaders in digital marketing for towing companies. We understand the unique challenges and opportunities in your industry, and we’ve seen firsthand how the Google search results page (SERP) is constantly evolving. Right now, it’s undergoing a major transformation, and it’s crucial for towing companies to understand how to adapt.

The biggest shift? What appears at the very top of the search results. It used to be mostly traditional Google Ads, but now, for towing and roadside services, Local Service Ads (LSAs) are often taking that coveted top spot. Think of LSAs as Google’s response to platforms like Honk or AAA, who were taking the traffic looking for towing companies. Google created a way to connect those needing a tow, directly with you, on Google’s search page.

Why the focus on “trusted”? Because, let’s be honest, the towing industry has a reputation to uphold. LSAs add a layer of verification and background checks, giving customers peace of mind when they’re stranded on the side of the road and need help fast. It helps the customer know the companies at the top are vetted. For a towing company, that means higher-quality leads and less competition from less reputable providers.

But it’s not just about LSAs. Traditional Google Ads are still a vital part of the mix, but they’re changing. They’re not just about showing up on the search results page anymore. Google is using its AI power to spread your advertising across its entire network:

• Picture Ads (Display Ads): These are the image-based ads you see on various websites. Think of them as digital billboards, reminding people of your towing company’s name and logo.
• Video Ads: These appear on YouTube and other video sites. Imagine a short video showcasing your fleet, your quick response time, or a satisfied customer testimonial.
• App Ads: If you have a mobile app for dispatch or customer requests, these ads help get it into the hands of more people.
• Discovery Ads: These ads are designed to grab attention when people are browsing online, even if they’re not actively searching for a tow. They use compelling visuals to spark interest.
• Smart Ads (Performance Max Ads): This is where Google’s AI takes the wheel. You tell Google your goals (like getting more calls or website visits), and it automatically optimizes your ads across all its platforms – YouTube, Gmail, websites, and more – to get the best results.
• Website-Based Ads (Dynamic Search Ads): These ads are directly linked to the content on your website. If someone searches for “flat tire assistance near me” and you offer that service, Google can automatically create an ad using information from your site.

This means Google is working smarter to connect you with potential customers in various ways and places, not just when they’re actively searching for a tow.

Meanwhile, those Google Business Profile (GBP) listings – the maps and business information that appear in local searches – are getting pushed further down the page. You often have to scroll quite a bit to see them. This matters because your GBP is essential for local visibility and showing up in those crucial “near me” searches.

So, what’s a towing company owner to do? How do you stay visible when LSAs dominate the top, Google Ads are everywhere, and your GBP is further down?

The answer is a two-pronged attack: you need a strong presence in both LSA and the evolving Google Ads system.

• Local Service Ads (LSAs): Get verified, get to the top, and get those urgent calls from stranded motorists. This builds trust and connects you with customers who need help now.
• Google Ads (with Performance Max): Reach a wider audience across Google’s network, building brand awareness and capturing potential customers who might need your services in the future (for things like vehicle transport, jump starts, etc.).

By combining these two approaches, you’re maximizing your reach and getting in front of customers at different points in their journey – from the immediate need for a tow to planning for future vehicle transport.

This dual strategy is no longer a nice-to-have; it’s a must-have for towing companies that want to stay competitive. It’s about adapting to Google’s changes and using all the tools available to connect with your local customers.

At OMG Tow Marketing, we get the towing industry. We understand the urgency, the competition, and the importance of being found online when someone needs help. We can help you set up and manage both your LSA and Google Ads campaigns, making sure you’re maximizing your visibility and getting the best bang for your buck.

Don’t get left on the side of the digital road. Contact OMG Tow Marketing today at (800) 221-2949 or visit our website at omgtowmarketing.com. Let us help you create a winning advertising strategy that keeps your trucks rolling and your business growing.