Google Ads for Telematics and Fleet Management Software
Telematics and fleet software buyers search by problem: compliance, driver safety, fuel cost and asset tracking. Effective Google Ads match each problem to its own page, separate US and Canadian campaigns, and measure demos and qualified leads. Duane Sahadat managed about $5 million in ad spend for Fleet Complete's BigRoad brand.
By Duane Sahadat, Founder, The Apricot Agency. Updated November 2026.
Key takeaways
- Buyers search by problem and compliance need, so each problem needs its own campaign and landing page.
- US and Canadian rules and buyers differ; run separate campaigns for each market.
- Count demos and sales-qualified leads as conversions, not form fills.
- Duane's background includes Fleet Complete (BigRoad), RAM Tracking and an automotive SaaS case study.
How fleet and telematics buyers search
| Buyer search theme | Campaign approach | Conversion to track |
|---|---|---|
| ELD and compliance | Separate US and Canadian campaigns, each with its own landing page and rules | Demo requests, trial starts |
| Driver safety and dash cameras | Problem-led ad groups with comparison content | Qualified demo requests |
| Fuel and route efficiency | Cost-saving messaging with a calculator or ROI page | Calculator completions, demo requests |
| Asset and trailer tracking | Asset-type ad groups for trailers, equipment and vehicles | Quote requests |
| Fleet size segments | Separate budgets and messaging for small and larger fleets | Qualified leads by fleet size |
| Competitor and alternative searches | Controlled, compliant comparison ads | Demo requests, assisted conversions |
What we do differently
- Tie campaigns to the full lead lifecycle in HubSpot, from marketing-qualified lead to sales-qualified lead to customer.
- Split US and Canada campaigns, since rules, terminology and buyer expectations differ.
- Build landing pages for each compliance or problem theme instead of sending everyone to a generic homepage.
- Report on qualified leads and cost per sales-qualified lead, not clicks.
Relevant experience
- Fleet Complete (BigRoad brand), October 2019 to April 2022: managed about $5 million in ad spend and owned the lead lifecycle in HubSpot.
- 2020 Global Marketing Performer of the Year at Fleet Complete.
- RAM Tracking, 2022: led North American marketing including the full US launch.
- Qualified leads grew 9.35x (37 to 346) in 90 days for an automotive SaaS client; 2023 MarCom Platinum Award, Best Search Engine Marketing.