Building Search Visibility From the Ground Up
How 20North grew TRUX Parking's organic visibility from a near-empty starting point and improved paid efficiency as the network scaled past 100 locations.
Client
TRUX Parking
Services
Paid Advertising, SEO
Industry
Truck Parking, Transportation & Logistics
Platforms
Google Ads, Google
Organic Sessions Growth (YoY)
129.9%
Cost Per Lead (Paid)
-32%
Project Overview
TRUX Parking came to 20North in November 2024 to grow qualified traffic and leads across a network of truck parking locations. On the paid side, the goal was to reach professional drivers searching for secure parking and do it efficiently. On the organic side, the starting point was close to zero: five locations, location pages that carried maps and conversion buttons but no written content, and effectively no organic search footprint.
Key opportunities included:
- Reaching professional drivers during high-intent parking searches
- Improving paid efficiency while supporting new location launches
- Building organic visibility for a site that had almost none
- Giving location pages the written content search engines could index and rank
- Structuring content for both traditional and AI-driven search
Project Execution
20North ran a Google Ads program alongside an SEO build, growing both as TRUX expanded past 100 locations.
Paid Media (Google Ads)
- Built search campaigns around high-intent truck parking searches
- Targeted location-specific searches in the markets TRUX serves
- Used messaging centered on safety, accessibility, reliability, and convenience
- Directed drivers to relevant location and parking pages
- Supported new location launches with dedicated advertising coverage
- Adjusted geographic targeting to each facility's service area
- Monitored performance by location, campaign, and keyword, shifting budget toward the strongest lead volume and efficiency
The paid program grew reach while lowering cost. Comparing the first three months with the most recent three, impressions rose more than 150% and clicks more than 90%, while average cost per click fell nearly 47% and cost per lead dropped 32%, all on a budget that increased only about 3%.
SEO: Where TRUX Started
- Built out the full site to establish the foundation needed to compete in search
- Added written content to location pages that previously carried only maps and conversion buttons
- Focused on the locations owners flagged as priorities, in growth markets and those already showing momentum
SEO: Scaling With the Network
- Settled into a monthly cadence of four page optimizations and two blogs
- Centered optimization on location pages, since the site is built around them
- Produced more than 100 location page optimizations and 30-plus blogs as the network grew
- Supported a light rebrand with a refreshed color scheme and writing guide
Organic visibility grew off a near-zero base. Comparing the most recent 90 days with the same period a year earlier, organic sessions rose 129.9%, from 4,788 to 11,007, and users 175.4%, from 2,291 to 6,309, while page-one keywords grew more than 1,000%.
Structuring for AI Search
- Developed ways to structure blogs and page content for scannability
- Built content to perform for traditional search engines and the AI systems pulling answers directly from the page
Project Results
After partnering with 20North, TRUX Parking built an efficient paid program and an organic presence where it had almost none, scaling both as the network grew past 100 locations.
Paid Media (First 3 Months vs Most Recent 3 Months)
- Impressions up more than 150%
- Clicks up more than 90%
- Average cost per click down nearly 47%
- Cost per lead down 32%
- Spend up only about 3%, reaching more drivers without a matching budget increase
Organic Traffic (Year over Year, Trailing 90 Days)
- Sessions up 129.9%, from 4,788 to 11,007
- Users up 175.4%, from 2,291 to 6,309
Keyword Visibility (Year over Year, Trailing 90 Days)
- Total ranked keywords up more than 1,000%, from 328 to 3,775
- Page-one keywords up more than 1,000%, from 38 to 438
Organic Growth Since Launch (November 2024 vs November 2025)
- Total ranked keywords grew from 54 to 1,467
- Page-one keywords grew from 5 to 175
- Sessions up 407.8%, from 819 to 4,159
- Users up 458.9%, from 404 to 2,258
Search Foundation
- Gave location pages the written content search engines can index and rank
- Scaled optimization across more than 100 locations as the network grew
- Structured blog and page content for traditional and AI-driven search
Testimonial
“The team at 20North has been an absolute joy to work with. They are extremely passionate about their work and educated on the space in a way that I have never seen a marketing firm before. We owe a ton of our recent success at our company to the team at 20North! Thanks again.” - Joey Goodman
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