Boyle Transportation
8+ Years of Compounding Growth
How Flywheel turned a referral-based audit into an 8-year growth partnership — cutting cost per lead by 50% and continuously raising lead quality through every evolution of the digital landscape.
Lead Generation
Identifying Opportunity from a
Referral intro
Flywheel's relationship with Boyle Transportation began the way the best partnerships often do — through a referral and a conversation. What started as a focused audit of their Google Ads account quickly revealed a clear picture: performance was being held back by structural inefficiencies and a lack of negative keyword exclusions that were allowing low-quality traffic to consume budget without converting.
Alongside the ads audit, Flywheel reviewed the existing landing page and Google Analytics setup. The data told a consistent story — traffic acquisition, on-page experience, and conversion tracking all had meaningful room to improve. With that diagnostic foundation in place, Flywheel rebuilt the Google Ads campaigns from the ground up, restructuring ad groups, tightening targeting, and implementing exclusion frameworks to control traffic quality from day one.
Website Design + Development
Landing Pages Built for Mobile
The audit surfaced a critical insight early: mobile devices accounted for 80% of Boyle Transportation's traffic. Yet the existing landing page had not been designed with mobile users in mind — responsiveness was limited, CTAs were poorly positioned for thumb-driven navigation, and page speed on mobile was dragging down both user experience and Quality Score.
Flywheel redesigned and rebuilt the landing page with a mobile-first approach. Header tag structure was corrected for both SEO and readability, page speed was optimized across devices, and CTAs were restructured to guide high-intent mobile visitors directly into click-to-call flows — eliminating the friction between a search and a conversation with Boyle's team.
Conversion Rate Optimization
Aligning Touchpoints to How Users Actually Behave
With a clear picture of Boyle Transportation's mobile-dominant audience, Flywheel moved beyond the landing page to align the full acquisition path with how those users actually search, engage, and convert. Device targeting modifiers were implemented in Google Ads to increase bids on mobile traffic, ensuring budget was concentrated where the highest-intent audience was already active.
Flywheel also launched Facebook Ads to reach Boyle's audience across their full digital footprint — leveraging market audit data to build targeting profiles that mirrored the characteristics of their best converting prospects. This multi-channel approach extended reach into moments the search channel couldn't capture, building brand familiarity that made search-driven conversions more likely downstream.
Lead Generation
Raising the Bar on Lead Quality Over Time
As Google Ads platform capabilities evolved, Flywheel evolved with them. Smart bidding strategies were introduced and continuously refined — shifting from manual bidding toward conversion-optimized approaches as sufficient data accumulated to train the algorithms on Boyle's actual performance signals.
Conversion tracking was upgraded in parallel, moving beyond basic form submissions to track higher-value actions that more accurately represented the quality of a lead rather than simply the volume. This gave Google's bidding algorithms a more precise optimization target, progressively improving not just the quantity of leads, but the quality of the leads reaching Boyle's team.
Strategy
Eight Years of the Flywheel Effect
What began as a referral and a Google Ads audit has compounded into one of Flywheel's longest-standing client partnerships. The reason is simple: every phase of work created the foundation for the next. Lower CPL from Google Ads Optimizations led to the next lowest hanging fruit in the landing page UX. A better-converting landing page improved the ROI of ad spend. Smarter conversion tracking unlocked more sophisticated bidding. Each improvement fed the next.
Flywheel's role with Boyle Transportation has never been limited to executing tactics in isolation — it has been to serve as an embedded strategic partner, continuously translating platform changes, market shifts, and performance data into informed decisions. Over eight years, that posture has produced an acquisition engine that not only performs today but is structurally positioned to improve with every iteration ahead.