Media planning and buying, offline conversion tracking, call tracking infrastructure, and creative strategy across Google and Meta - resulting in a 42% increase in high-margin service revenue and a 54% spike in service bay volume.
Running $120,000 to $150,000 per month in paid media across Google and Meta without offline conversion data is not a budget problem - it is a signal problem. Toyota Service Canada's Ontario dealership network was generating ad clicks and form fills, but the platforms had no visibility into what happened after a customer walked through the service bay door. Without real conversion data flowing back, the algorithms defaulted to optimizing for whatever they could measure, which was cheap clicks and basic service inquiries rather than the high-margin mechanical repairs that actually drove dealership revenue.
The result was a service bay consistently filled with the wrong work. Oil changes and low-ticket services were coming in at volume while high-margin jobs like brake repairs, alignment services, and multi-point mechanical work were not being targeted effectively. At the same time, 42% of the leads that did come in for brake and alignment services were dropping off before booking an appointment, compounding the revenue gap further. Two problems - wrong targeting at the top of the funnel and a leaking booking process at the bottom - were working against each other simultaneously.
The core fix was connecting the dealership's point-of-sale system directly to Google and Meta so the platforms could finally see what a high-value service job looked like. Settled invoice values from the physical service counter - averaging $1,000 to $2,500 per job - were pushed back into the ad engines nightly through an automated pipeline built directly to Google Data Manager and Meta CAPI. Before any customer data left the dealership system, personal identifiers were encrypted locally using SHA-256 hashing to ensure full PIPEDA compliance. With real invoice values flowing back, the bidding algorithms reoriented toward the types of customers who actually generated revenue rather than the ones who were cheapest to reach.
Call tracking was deployed across landing pages and ad platforms to capture the high-intent segment that searches when something is already wrong with their vehicle. Dynamic phone numbers stitched inbound calls to their original ad click in real time, so every phone inquiry had a traceable source and was logged as a conversion in the dealership CRM. This gave the campaigns visibility into a conversion channel that had previously been completely invisible to the ad platforms, and provided the data needed to run call-only campaigns targeting drivers experiencing urgent repair needs.
The creative strategy was rebuilt from the ground up around how drivers actually search for service rather than generic dealership messaging. Separate campaign structures were built for mechanical repairs, seasonal services, spare parts, and promotional packages, each targeting the specific intent signal that matched the procedure - vehicle model, problem type, locality, urgency, and competitor context. On the funnel leak, the front-end offer on brake and alignment campaigns was revised to counter local competitor positioning, and five-minute automated CRM response triggers were deployed for service advisors to reach leads before they booked elsewhere.
With real invoice data flowing back into Google and Meta, the bidding engines reoriented toward high-ticket mechanical work and service bay volume followed. High-margin service revenue rose 42% and total service bay volume increased 54% as the platforms shifted spend toward the customer profiles most likely to generate meaningful revenue per visit. The funnel fix on brake and alignment leads cut drop-off by 22%, recovering bookings that had previously been lost to slower competitor responses and weaker offer positioning. For the first time, the dealership had full visibility into which ads drove which jobs - down to the service type, invoice value, and original ad source.