Spec project · Paid social (Meta)
Five ads for a mobile diesel repair shop
Spec project. The business, the brief, and every detail about them are invented. Nobody paid for this work or ran it.
The brief
Ironline Fleet Repair is a mobile diesel repair service in Fresno, California. They want calls from owner-operators and small fleets. Facts supplied in the (invented) brief:
- Service trucks come to the customer's yard or the roadside, anywhere in Fresno County
- Dispatch answers 24 hours a day
- Average arrival is 90 minutes
- Most repairs are done on site, so there's no tow
- Every repair has a 12-month parts and labor warranty
- They also do scheduled maintenance for fleets of 3 to 40 trucks, after hours
Who it's for
Owner-operators and fleet managers running fewer than 40 trucks. They have no spare units. When one truck goes down, loads get dropped and a customer gets a phone call nobody wants to make.
The copy
Ad 1. Angle: what downtime costs
A parked truck still has a payment due.
The truck payment, the insurance, the driver's wages. None of them pause while your rig waits in a shop queue. Ironline sends a service truck to your yard or the roadside anywhere in Fresno County, usually within 90 minutes. Most repairs get done right where the truck is sitting.
Mobile diesel repair, 24/7
Call nowAd 2. Angle: the wait
Tuesday breakdown. Shop says Friday.
You know how this goes. The tow, the queue, the "we'll call you". Three days of loads you can't run. Ironline comes to you. One call to dispatch, a tech on site in about 90 minutes, and a straight answer on what's wrong before any work starts.
Skip the tow and the queue
Call nowAd 3. Angle: your customer
Your customer doesn't want to hear about the alternator.
They want to hear when the load arrives. When a truck goes down mid-route, call Ironline. We repair roadside across Fresno County, day or night, so you can tell your customer "two hours late" and not "next week".
Roadside repair, day or night
Call nowAd 4. Angle: the repair that fails
The cheapest repair is the one you pay for once.
A patch that fails in three weeks costs you the repair twice and the downtime twice. Every Ironline repair carries a 12-month parts and labor warranty. If our fix fails, we come back and make it right at no charge.
Repairs backed for 12 months
Get a quoteAd 5. Angle: the small fleet
Run five trucks? One down is 20% of your fleet.
Big carriers have spare units. You don't. Ironline works with fleets of 3 to 40 trucks and does scheduled maintenance in your yard after hours, so the trucks are on their routes during the day and breakdowns happen less often.
Fleet maintenance in your yard
Book a fleet checkThree more hooks I'd test
- It's 2 a.m. on Highway 99 and the check engine light just came on.
- Your truck doesn't need a tow. It needs a tech.
- How many loads did your last breakdown cost you?
Why I wrote it this way
All five ads sell the same service. What changes is the worry I'm speaking to: the money, the wait, the customer, the comeback repair, and the thin fleet.
I'd launch all five against each other and let the call data pick. My guess is that Ad 2 wins on click-through, because every operator has lived that Tuesday, and Ad 5 brings in the best customers, because fleet maintenance is repeat work. I haven't run these, so that's a guess and I'd label it as one in a client meeting too.