Learning from Failure

A Streaming Ads Campaign That Missed the Mark

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Challenge

To promote the service department of a brand-new dealership, we launched a streaming audio and video campaign targeting transient truckers at truck stops with a compelling offer: 10% off labor rates. The goal was to drive immediate service visits, not just brand awareness.

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What Happened

The campaign delivered excellent impressions — video ads were watched fully, and the offer was trackable and attractive. Geofencing targeted truck stops and rest stops to reach customers mid-route who were likely to need service soon.

However, despite the precise targeting and strong offer, the campaign fell short of driving service appointments. The key issue: customers at rest stops were focused on continuing their journeys quickly, not taking extra time for service. Timing proved critical, and we were catching customers when they weren’t ready to spend.

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Lessons Learned and Next Steps

​Recognizing the importance of reaching decision-makers when they have time to consider maintenance, we shifted our ad spend to channels like postcards and Google Ads that target customers at home or maintenance managers in their offices. This pivot allowed us to engage prospects when they were in the right mindset to plan service visits, leading to better results in subsequent campaigns.​​