High ticket, high intent: filtering serious buyers from window shoppers

Food trucks and trailers are a high ticket, high consideration purchase. Buyers research for weeks, compare manufacturers, and only a fraction of searchers are ready to spend tens of thousands of dollars.

SD Food Truck Pros needed two things at once: paid campaigns that could tell a serious buyer from a window shopper, and a website with enough proof to carry a five figure sale.

I treated the negative keyword list as the product. With price tags this size, the budget dies on job seekers, DIY researchers, and rental searches, so I built the account around exclusion first.

Then I wrote ads that mention money on purpose: custom builds, financing, real inventory. If the wrong person reads the ad and decides not to click, that is the ad doing its job before it costs anything.

I built the website myself: a full vehicle portfolio gallery, quote request forms, a financing page, and landing pages matched to each buying intent.

Search campaigns were structured around buying intent keywords with aggressive negative lists, and conversion tracking was wired to quote submissions and phone calls, so optimization followed sales conversations instead of clicks.

On Meta I ran two campaigns with two different jobs: a traffic campaign feeding the portfolio pages, and a lead campaign capturing quote requests inside the platform. Every month: search term mining, ad copy tests, and budget shifts toward whatever produced quotes.

Google Ads has produced 2,900+ conversions, including 900+ phone calls and 1,500+ qualified leads, and the campaigns run continuously as the company's core lead source alongside organic traffic.

Meta added 5,437 form leads at $7.54 per lead, 15,545 landing page views at $0.26 each, and 9,796 new followers.