How Much Do Service Direct Towing Leads Cost?

Lead generation is vital for towing businesses big and small. It helps identify and connect with potential customers actively seeking your services while allowing you to focus on what you do best—providing high-quality towing services to those in need. 

By targeting the right audience, lead generation companies can reach interested prospects and drive them directly to your business, thus increasing conversion rates. This is especially true for Service Direct because we have been in the industry for nearly 2 decades working with towing companies just like yours. 

Lead generation also allows you to expand your customer base by standing out in a crowded market and building trust with potential customers. Taking it even further, lead generation can help you optimize your marketing efforts, maximizing return on investment and allowing you to continue growing. 

At this point, you’re probably thinking something along the lines of: That sounds great, but how much is it going to cost me? This blog will help give you an idea of how much towing leads cost at Service Direct and what you can expect from our lead generation services!

The 2 Different Types of Towing Leads We Provide

Your towing company will encounter 2 types of exclusive leads when you work with Service Direct: phone leads and form leads. It’s critical that you understand the difference between these 2 types of leads before you dive head-first into lead generation. 

Once you understand the difference between phone and form leads, you can look at your internal capacity to handle leads and determine which ones will work best for your business goals. Then we can begin to discuss lead cost.

Phone Leads for Towing Companies

Phone leads refer to potential customers who are actively seeking your services and are connected to you through pay per call ads with tracking numbers set up by lead generation companies. You will be communicating with that potential customer in real-time, allowing you to address any concerns they may have. 

These leads are often considered high-intent, as the potential customer is actively reaching out for immediate assistance. Because of that, you should prioritize efficiently handling phone leads to provide prompt and satisfactory customer service. It’s important that you do everything you can to book the job while the customer is on the line. 

Phone leads can be more costly, largely because there is more effort that goes on behind the scenes to ensure lead quality. But, the high return on investment makes these leads worth it if you have the skills to answer the phone every time it rings and book every job you can.

Form Leads for Towing Companies

On the other hand, form leads are generated when potential customers submit online forms or request quotes through your towing website or other online platforms. Typically, people will input their contact details, their towing needs, and other key information. 

These leads allow towing companies to capture important customer information and follow up with tailored offers or additional information. However, it’s important to note that due to the nature of towing and the fact that when people need a tow it is often an immediate need, form leads might not be a good fit for towing lead generation. 

Ultimately, it’s up to you to compare the differences between phone and form leads and decide which type of lead is best for your business. 

How is Cost Per Lead Determined?

Short answer? You choose your CPL! Service Direct’s platform is designed to let our towing clients set their own cost per lead (CPL) at a level they deem reasonable and competitive.

The logic behind this policy is that the value of a towing lead is nearly entirely dependent upon the business’s ability to convert the lead into a sale. If the exact same leads were sent to two different companies, and one was able to book 8 jobs from them, while the other only converted 4, those 10 leads are worth more to the second company. Ability to convert directly impacts the value of the lead.

Given that the lead’s value is based on your ability to convert, we also leave the cost you’ll pay per lead up to you. Ask yourself: How much value do I believe I can get out of an incoming lead?

When choosing a CPL, you’ll also need to consider your competition and their abilities to convert leads into paid jobs. While, technically, you could set your CPL to the absolute minimum, odds are your competitors place a higher value on their leads and have set a higher CPL to match. What’s that mean for you? The lower the CPL, the fewer leads coming to your business. 

In order to be successful with lead generation in your area, it’s important that you choose a cost per lead (CPL) that is both competitive and affordable. That is, of course, easier said than done. But it’s extremely doable, especially once you understand the factors that play into varying CPLs such as industry, budget, and location.

Ultimately, setting an aggressive CPL is going to set you up to see the most success with lead generation for your towing business. This will allow you to outbid other towing professionals in your area and see the lead volume you’re looking for.

The good news is that many companies will not only assist you in setting an initial CPL, but they will also allow you to adjust your cost per lead as you go to ensure lead generation success. 

How Location Affects Your Towing Cost Per Lead

Of all the factors that affect CPL, location is one of the most important. Where you are based can greatly affect how much you need to spend on each lead in order to be successful and get ahead of the other towing businesses in your area. 

For example, in the first 3 months of 2023, the national average cost per lead for towing companies working with Service Direct was just over $17. But when you narrow that down to a state like New York, you’re looking at closer to $20 for the average CPL. 

While $3 may not seem like a huge difference, it can certainly add up when you factor in having a high lead volume, which is a goal for many towing companies working with lead generation. 

Ultimately this is just one small example of how location can factor into CPL, but it’s an important concept to grasp before diving headfirst into the world of lead generation for towing companies. 

How to Find the Average CPL for Your Area

Now that you have a solid understanding of the different types of leads offered, how cost per lead can affect your lead generation experience, and the factors that affect towing cost per lead, you are prepared to move forward. 

Get in touch with one of our account executives to find out the average cost per lead in your area and to learn more about what to expect when buying towing leads from Service Direct. 

Once you have that info, you can pair it with the average lead volume in your area and you will see the complete picture of your towing company’s potential for success with lead generation!