Strategic project overview for Kenworth’s Google Ads campaigns including objectives, execution, challenges, results and learnings I’ve compiled insights based on similar B2B/industrial and truckoriented PPC projects.
Objective: Generate high-quality phone-call leads for dealers using Search and Performance Max (PMax).
Strategy Mix:
Search: Capture intent—“Kenworth T680 dealer near me,” “W900 test drive.”
High Cost Per Click (CPC)
The commercial truck and logistics industry is highly competitive, leading to above-average CPCs, especially on branded and location-based terms.
Low Initial Conversion Volume
Early in the campaign, we faced a low number of phone call conversions due to limited historical data and a longer B2B decision-making cycle.
Unqualified Clicks & Traffic Waste
Broad keyword matches brought in unqualified users (e.g., job seekers, information-only visitors), increasing bounce rates and reducing ROI.
Lack of Offline Attribution
Many leads converted offline (via phone or dealer visits), making it difficult to track the true sales impact and optimize campaigns effectively.
PMax Learning Phase Delays
Performance Max campaigns required a longer learning period, with inconsistent lead quality during the first 2–3 weeks.
Starting with just one conversion in the initial week, the campaign steadily improved through ongoing optimizations and strategic enhancements, including launching a Performance Max campaign. This led to a significant increase in high-quality phone calls, confirming the effectiveness and success of the campaign.
