Lead Generation Campaign


Sullivan Tire & Auto Services is a Massachusetts-based provider of tire and auto repair services for both retail customers and commercial trucking.  Having been in business for over 60 years, Sullivan Tire has over 1,200 employees at over 100 locations across New England.

Sullivan Tire & Auto Service came to Overdrive to increase the number of booked auto service appointments generated by their search and digital lead generation programs.

  • Paid Search Management (SEM)
  • Retargeting
  • Campaign Tracking
  • Phone Tracking

Paid Search Management

Overdrive restructured Sullivan’s paid search initiatives to focus on updating messaging and redirecting budget towards the high priority auto service terms that drove conversions and increased appointment bookings while pausing expensive auto service terms that had resulted in a decrease in bookings.


Overdrive launched targeted campaigns utilizing a variety of banners that drove consumers to schedule appointments via a conversion optimized online booking form.

Campaign Tracking

Overdrive utilized campaign and web analytic platforms including Google AdWords tracking.

Phone Tracking

Overdrive installed a phone tracking program that allowed the tracking of specific digital marketing programs. Unique 800 numbers were assigned to specific traffic sources, creative units and keywords.



Paid Search


Paid Search
Cost Per Action


Ad Spend

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