Roo Systems · Meta & Google Performance Proposal

/ What we found before we met

The network is the asset. The funnel around it is leaking.

Nothing here is a product problem. Fifty-plus centres, an industry-leading warranty, a wall of five-star reviews and 59,000 followers is a stronger position than any competitor we checked. The problem is everything that happens between someone seeing your ad and booking a tune, and most of it is fixable in weeks, not years.

Your main "Book Your Remap" button leads to a dead page

On your Custom ECU Remap page, the page that sells your core product, the BOOK YOUR REMAP NOW button points to /pages/contact. That page does not exist. It returns your 404 error page: "The page you requested does not exist. Click here to continue shopping." No form, no phone number, no way to book. The working page is one hyphen away, at /pages/contact-us, which is where your top menu correctly sends people.

So the customer who navigates your site is fine. The customer who clicks the button on your main product page is not. This is a five-minute fix, and quite possibly the most expensive problem in this document.

Costing you

Five ads against a hundred and thirty

The Meta Ad Library shows roughly five active Roo Systems ads, every one launched in the last week of July. Ultimate Diesel Tuning is running about 130, some continuously since June 2025. Meta needs volume and history to learn what works; with five brand-new ads it has almost nothing to optimise against, so your money buys guesses.

Costing you

Your best dealers are invisible to you

Your dealer locator works well: a buyer finds their nearest centre and rings that dealer's own number directly. Which means the enquiry your budget paid for never touches Roo Systems. You cannot see it, cannot count it, and cannot show that dealer what your advertising produced for them. That is precisely the evidence gap standing between you and a fair national contribution model.

Working for you

59,000 followers and a real reputation

Your Facebook audience is within a few thousand of the biggest player in the category, your Google reviews are specific and enthusiastic, and the 50+ centre network is genuinely unmatched. None of this can be bought quickly by a competitor. It is sitting idle, which means the fastest wins here cost nothing to acquire.

"I just feel like we're spending a lot of money with Meta and we're not getting the results that we should be getting."

Troy Davison, Roo Systems, on our first call

/ Stage 1 audit scorecard

Where Roo Systems stands today.

A snapshot across the areas that decide whether a Meta click becomes a booked remap. Verified from outside your accounts in the week of 27 July 2026.

Area	What we found	Rating
Product, network & reputation	50+ centres nationally, industry-leading warranty, 30-day guarantee, consistently strong reviews. The strongest position of anyone we checked.	Strong
Owned audience	59,000 Facebook followers and real customer stories, but no visible retargeting or organic-to-paid engine working them.	Underused
Primary conversion path	The "Book Your Remap Now" button on the Custom ECU Remap page points to a URL that does not exist.	Broken
Dealer locator	Works properly: searchable map with your centres listed by address, phone and website. A genuine asset, and better than anything the competitors offer. One blemish: its "Contact us" link points at a raw myshopify.com address rather than your own domain.	Strong
Paid ads: volume	~5 active ads, all launched in the last week. Ultimate Diesel Tuning runs ~130, Just Autos ~50.	Poor
Paid ads: objective	The goals set out at enquiry were mostly awareness: likes, visibility, engagement. Campaigns built to that brief will correctly buy reach, not sales.	Misaligned
Dealer attribution	The locator hands buyers straight to a dealer's own phone number, and enquiries through the site land in one inbox. Either way there is no record tying an enquiry to the centre that converted it, or to a Roo product being sold.	Poor
Mobile site speed	Performance 53/100, largest content taking 15.4s to appear. Ahead of Ultimate Diesel Tuning (26), behind Just Autos (63). Meta traffic is overwhelmingly mobile.	Needs work
Vehicle-model pages	No dedicated pages for LandCruiser, Hilux, D-MAX or Mitsubishi, your own best sellers. Just Autos has eight plus a package builder.	Needs work
Creative positioning	Ads lead on discount and monthly specials. Competitors lead on dyno proof, education and published package pricing.	Fair
Google Ads	Not running. Every competitor we checked has a quote funnel and tracking in place, and is free to take that demand.	Untapped
Tracking foundation	Tag Manager, Facebook domain verification and a live Meta Pixel (ID 599549914493912) are installed and firing PageView across the site. Whether Lead and Purchase events, and Conversions API, are correctly mapped is still Stage 2 territory.	Stage 2

Everything above is the surface layer: what we can see from the outside, verified this week. Because we cannot yet see inside your Meta account, your true return, your real cost per booking and where your tracking breaks are still estimates. The free Stage 2 audit below goes under the bonnet and replaces every one of them with exact numbers.

/ The three names you gave us, checked

The category is yours to take back.

You named three. We checked all three in the Meta Ad Library and against their websites this week. None of them has your network. Two of them are out-publishing you by an order of magnitude.

Volume · the real threat

Ultimate Diesel Tuning

Three dyno centres against your fifty-plus, and roughly 130 active ads against your five. Their creative teaches rather than discounts: soot explainers, dyno graphs showing +33% power and +151Nm, model-specific ads for D-MAX, BT-50 and Ranger. They capture the lead on Facebook with "Get quote", and offer finance from $30 a week. Notably, their website is far slower than yours, and it barely matters, because their funnel never depends on it.

Positioning · the clarity threat

Just Autos

"Australia's first Toyota-only diesel performance experts", narrow, memorable and ownable. Sixteen locations to your fifty-plus, but ~50 active ads, 63,000 followers, eight vehicle-model pages, an interactive package builder and caravan-influencer partnerships. They lead every page with "over 14,000 vehicles tuned". You've tuned well over 50,000 since 2008, more than three times their number, and say nothing at all.

Pricing · the playbook to borrow

Desta Automotive

One Brisbane workshop, running about the same number of ads as you. What they do well is publish fixed drive-in-drive-out packages with visible option ladders from $1,450 to $7,000, organised by exact engine and model. A single site is presenting clearer pricing than a national network. This is the easiest thing on this page to take back.

/ Why 121 Group resonated

We built this agency on 4x4, trade and industrial.

Your buyer is a tradie, a farmer, a fleet manager or a serious 4WD owner who researches for months before spending four figures on their vehicle. That is the exact customer we market to today across 4WD parts, ute canopies, camper trailers, heavy diesel and industrial services. Every lever in this proposal (proof-led creative, per-brand attribution, dealer lead routing) is one we already run for businesses that sell the way you do.

20 yrsPerformance marketing history

4x4 to miningTrade, automotive & industrial client book

Month to monthNo lock-in, on any client

★ Closest matchSR

4×4 aftermarket · dealer network

Sports Range 4x4

Australian 4×4 aftermarket retailer and Meta + Google Ads client. Over the past 12 months we have managed $48.9K in combined Meta and Google spend for Sports Range 4x4 alone, reported and budgeted separately from its sister brand TrailFox. The catalogue is organised by vehicle fitment, with a vehicle finder that matches every part to the customer's own model, and Meta creative built on real customer rigs rather than renders.

What it means for Roo SystemsYour dealer problem in a different costume: one team managing paid media for a multi-brand 4x4 retailer, with spend and results held strictly apart per brand rather than blended into one number.

★ Closest matchTF

Canopies & adventure gear · sister brand

TrailFox

Sports Range 4x4's canopy and adventure-gear sister brand: its own site, its own buyer, run through the same Google Ads programme and 121 account team but budgeted and reported on its own line. Over the past 12 months we have managed $14.2K in Meta and Google spend for TrailFox specifically, and the canopy and adventure-gear range it carries has sold $1.13M through the same period, tracked separately from Sports Range 4x4's core catalogue.

What it means for Roo SystemsProof the same team can run two related brands on one account and still hand you a clean, separate number for each, exactly what your dealer network needs.

★ Closest matchFZ

Automotive accessories · Meta + Google

FATZ

Australian automotive accessories brand selling nationally through a tiered trade and retail model. In the most recent 30 days, Meta paid advertising returned $39.8K on $2.6K of spend (15.3x), and Google Ads returned $16.0K on $2.0K of spend (8.1x), on a fitment-aware catalogue backed by a custom wholesale platform we built in-house so trade buyers see their correct pricing automatically. A full platform migration was delivered mid-engagement without pausing a single day of the ad programme.

What it means for Roo SystemsTheir buyer picks parts by make, model and series, exactly how your LandCruiser and D-MAX customers shop, and their multi-tier pricing model is the same shape as a fair national dealer contribution model: one catalogue, several buyer types, each seeing the right number without confusion.

/ The pattern that repeats

Trade and 4WD buyers do not convert on discount. They convert on evidence (dyno numbers, real builds, other people's vehicles) delivered consistently, and measured so the budget follows the enquiries that actually turn into work. That is the same playbook we would bring to Roo Systems: your fifty-plus network and your tuning results made unmistakable, and your Meta spend finally traceable to a booked remap.

"ROI consistently multiple times higher than any other providers."

Matt · paid-ads client, 3 years

"They came on, learned quickly, and we have now happily retained them as our digital agency partner."

Fraser Creighton · verified review

Every business above is a live 121 Group client with a full written case study. Outcomes are stated from engagement records; we are happy to walk you through any of them in detail, and to arrange a reference call with a comparable client, before anything is signed.

/ What we do for you

The full engine, in one team.

Strategy & positioning

One clear claim for the largest diesel tuning network in Australia, documented and used everywhere, including the 50,000-plus vehicles tuned since 2008 that you are not yet publishing.

Content & video

A rolling calendar built on what you already generate daily: dyno runs, before-and-afters, customer vehicles and workshop footage, cut for Meta and YouTube.

Paid social

Always-on Meta rebuilt for sales rather than reach, with enough creative volume for the platform to actually learn, and your 59,000 followers finally retargeted.

Search & local

Google Ads on model and towing intent, plus local visibility for every centre in the network so "diesel tune near me" finds a Roo dealer.

Website & conversion

The dead booking link fixed first, then model landing pages, tracked booking paths and per-dealer enquiry capture, working alongside your current rebuild.

Tracking & dealer attribution

One clean measurement setup that follows a click to an enquiry to a booked tune, and tells you which centre it went to.

/ The 4x4 playbook

Fix the leaks first, then out-publish the field.

Confirmed after the free Stage 2 audit and tailored to what we find in your accounts. We crawl before we run: fix the measurement so every decision is evidence-based, then scale only what's proven.

Weeks 1-2 · Stop the bleeding, start measuring
Fix the dead "Book Your Remap" link so your main product page can actually take a booking. Add tracked enquiry capture alongside the dealer locator, so an enquiry is recorded against the centre it goes to instead of vanishing into a direct phone call. Rebuild tracking end to end, and restructure the Meta campaigns around sales objectives rather than reach.
Weeks 2-4 · Creative volume and proof
Move from a handful of specials ads to a proper library: dyno results, customer vehicles, before-and-after towing stories, cut per model. Switch on retargeting against your 59,000 followers and your website visitors, the cheapest buyers you will ever reach.
Month 2 · Model pages, Google, and the network story
Landing pages for LandCruiser, Hilux, D-MAX and Mitsubishi so each ad lands somewhere that matches it. Launch Google Ads on model and towing intent. Publish the network properly: how many centres, how many vehicles tuned, what the warranty actually covers.
Month 3 onward · Dealer attribution and scale
Lead routing and reporting by centre, so you can finally see which dealer converted which Roo-funded enquiry: the evidence base for a fair national advertising contribution model. Then weekly management against cost per booked tune, with monthly reporting and a working session.

/ Proven results

The same move, in a comparable business.

A Queensland 4WD parts manufacturer, selling nationally through a distributor network, to the same Toyota, Ford and Isuzu owners you sell to. They came to us in the same position: real spend on Meta, plenty of reach, not enough sales they could point to. We replaced their broad awareness campaigns with sales-focused ones and rebuilt the creative around proof. Over the following four months, compared with the four months before we started:

+40%

Revenue from Meta

+52%

Purchases

−44%

Reach, cut deliberately

11:1

Return on their Google Ads

The most relevant finding for you

We cut their reach by 44% on purpose, and revenue still rose 40%. Reach is what you buy when the campaign objective is visibility; sales are what you buy when the objective is sales. That is the single change we would make to your account first, and it costs nothing but a rebuild.

The second finding maps straight onto your best sellers. In that account the weakest ad of the entire period was the one built on a generic brand claim, "premium quality", returning around 12 to 1. The two strongest either named a single vehicle model or showed a real customer, at roughly 40 to 1 and 27 to 1. Same account, same months, same budget. You have four vehicle platforms worth building this way, and no pages for any of them yet.

/ Your team

Who does the work.

A senior Australian team you can pick up the phone to, across strategy, content, paid social, search, design and reporting. No juniors learning on your account.

Adam Ducquet

Managing Director

Strategy and your main point of contact

Kate Lawrence

Account Director

Your day-to-day partnership lead

Katryn Fremlin

Head of Strategy

Brand voice, positioning and content

Michael Potts

Paid Social Director

Meta strategy, creative and results

Chris Castellano

Senior Growth & SEO Manager

Search visibility and authority

Scott Campbell

Head of Design & Development

Website, speed and identity

Pip Tyssen

Graphic Designer & Editor

Creative and video production

Steven Pythas

Strategic Account Director

Growth planning and reviews

/ The real next step · free Stage 2 audit

Before you pay a cent, we diagnose exactly what's happening.

Prescription without diagnosis is malpractice, in medicine and in marketing. Everything you have just seen is what we can read from the outside. Before we recommend a package or a budget, we take full access to your accounts, look under the bonnet, and replace the estimates in this document with exact numbers.

A full diagnostic

Full access to your accounts. We find exactly what is set up wrong, double-counted or missing.

The real attribution picture

What your clicks and live ads actually turn into: which became enquiries, which became sales, and what each really costs.

A quick-wins list

A plain-English findings document within about 24 hours. Yours to keep, whether or not you proceed.

Why we audit before we price

Most agencies quote a flat package without ever logging in. We will not. The Stage 2 audit is free and comes with no obligation. We ask for full access so nothing is hidden and nothing needs a second request once you decide to proceed, but Stage 2 itself is diagnosis only: no setting, campaign or dollar of spend changes without your sign-off. It is as much our due diligence as yours, and you keep the findings either way.

/ Your reporting

One dashboard. Every booking, sale and lead.

For a business where most sales start with a phone call to 1300 305 709 or a walk-in at one of fifty-plus centres, the hardest question is simple: which marketing dollar actually produced that booked remap, and which centre did it go to? Your own 121 Insights dashboard answers it. Ad spend, leads, phone calls, website traffic and search rankings, all in one live view, branded to Roo Systems and logged in with your own PIN. It is included with your engagement, so you are never taking our word for the results. You can see them yourself, any time.

roosystems.121insights.com

Your live overview: ad spend, leads, bookings, sales and revenue, with cost-per-lead and return on ad spend, in one place. Screens shown are the 121 Insights sample dashboard with example data; your live dashboard is branded to Roo Systems and connected to your own accounts.

See where the work comes from. Every enquiry plotted by postcode, sized by volume, coloured by status, and matched to the nearest centre. The map behind a national dealer network.

Every call, recorded and attributed. Inbound calls recorded, transcribed and matched to the exact ad or page that drove them. Missed calls trigger an instant callback text.

From ad click to money in the bank. Every dollar of spend followed through to real revenue, by source, so budget decisions make themselves.

Specialty views shown with representative data from a comparable 121 client build.

Spend to revenue, joined up

Cost per lead and cost per won job in one view. See instantly whether $1,000 of ads returned real jobs or just clicks.

Call tracking that ties back

Every inbound call logged, timed, recorded and matched to the ad or page that drove it, answered or missed.

Ads tied to revenue

Spend linked back to real quotes and sold work, with budget recommendations by campaign and region.

/ Everything in the dashboard

Live overview with cost-per-lead, return on ad spend and revenue
Lead pipeline: new, quoted, won, lost and conversion rate
Phone-lead call tracking with recordings and search
Google Ads, Meta and GA4 performance in one place
Search Console rankings, clicks and impressions
Conversion and revenue insights by region, custom date ranges

/ How we would work together

Three levels, month to month.

A monthly management fee, no lock-in contract. Your $5,000 a month of media stays separate and entirely yours, paid straight to Meta and Google. We recommend starting on Growth: creative volume is your single biggest gap, and Growth is the level that includes a real content calendar alongside the site fixes and the dealer attribution work. Pricing here is indicative: we would confirm it after the free Stage 2 audit, once we can see your actual account.

★

Free with every package

We build your entire tracking foundation, free Normally $1,500 ex GST

On day one we rebuild your measurement on roosystems.com.au: Google Analytics (GA4), Google Tag Manager, Google Search Console, and our 121 Insights server-side tracking with call tracking on 1300 305 709. This is the foundation that makes every enquiry and every dollar traceable back to the exact ad, and to the centre that received it. Included at every level.

Foundation

$2,750/mo

ex GST · the account, rebuilt

Fully managed Meta Ads, rebuilt on sales objectives with a proper creative library
The dead booking link fixed, and tracked enquiry capture per dealer
Attribution rebuilt: click to enquiry to booked tune, visible by channel
Retargeting built from your 59,000 followers and your site visitors
Your own 121 Insights dashboard, live spend, leads, calls and revenue
Monthly report and strategy session, full pre-publish approval

★ Recommended for you Growth

$3,750/mo

ex GST · volume and coverage

Everything in Foundation, plus:

Rolling content calendar: dyno results, customer builds and workshop footage, directed by us
Fully managed Google Ads on model and towing intent
Model landing pages for LandCruiser, Hilux, D-MAX and Mitsubishi
Weekly 30-minute review call instead of monthly
Support for your in-house marketing coordinator, not a replacement

Authority

$4,500/mo

ex GST · the network, properly run

Everything in Growth, plus:

Dealer-level lead routing and reporting: enquiries attributed by centre
Reporting built to support a national advertising contribution model
Higher content cadence, more short-form video per month
Fleet and workshop campaigns as a separate tracked stream
Quarterly full-team strategy review

50+ centresyour reputation, amplified

4x4 fit4WD parts, canopies, campers, heavy diesel

Month to monthno lock-in contract

Ad spendseparate, always yours

/ The next move

The Stage 2 audit. Under the bonnet, in 24 hours.

Everything so far is Stage 1: what we can read from the outside. Stage 2 is the deep dive. With full access to your accounts we measure the real numbers, true return and attribution, and exactly where the tracking breaks. Stage 2 itself changes nothing, and we turn it around fast. Then we present the findings and the week-on-week roadmap you can hold us to.

/ Why full access, why first

A prescription without a diagnosis is malpractice. We would rather show you exactly what is wrong, pinpoint it and prove we can fix it, than ask you to take our word for it. Full access means nothing is hidden, and nothing needs a second request once you decide to proceed. During Stage 2 itself we still change nothing: no setting, campaign or dollar of spend moves without your sign-off.

What we need, full access

Grant all Google access to analytics@searchinsights.com.au. For Meta, add our Business Portfolio 121 Group / Search Insights (ID 302965443239889) as a partner, or invite adam@searchinsights.com.au.

Please check the box for each access you have granted, then click "Save and send" at the bottom, so we know exactly what we can already log into.

0 of 7 granted · your ticks are saved on this page until you send them

Meta AdsFull accessPriority

Why. This is the big one. Your Pixel (ID 599549914493912) is live and firing PageView across the site, homepage, model pages like 70 Series, collections like bull bars. What we cannot see from outside is whether it is also tracking Lead and Purchase events, whether Conversions API is running alongside it, and what your $5,000 a month actually returns. Every estimate in this document becomes an exact number the moment we can see the ad account itself.

How. Business Settings, Partners, Add Partner. Add our Business Portfolio 121 Group / Search Insights (ID 302965443239889) and grant Full control of the Ad Account and Admin access to the Pixel or dataset. Or invite adam@searchinsights.com.au as Admin.

Google AdsFull access

Why. You are not running Google Ads yet, but if an account was ever created we want to check it for spend, history and any lingering conversion setup before we build anything new.

How. Admin, Access and security, Add user. Enter analytics@searchinsights.com.au with the Admin role. If no account exists, just tick this and note it below.

Google Analytics 4Full access

Why. To see what visitors actually do once an ad lands them on the site, including how many hit the dead booking link and bounce off the 404, and how many give up before the page finishes loading.

How. Admin, Property access management, plus icon. Add analytics@searchinsights.com.au as Administrator.

Search ConsoleFull access

Why. To see what people already search to find you, which model and towing terms you rank for, and what the website rebuild may have broken along the way.

How. Settings, Users and permissions, Add user. Add analytics@searchinsights.com.au as Owner.

Tag ManagerFull access

Why. Your container is live on the site. We need to see what is firing, what is double-counting and what was never connected: the usual reason Meta's reported results and real sales do not agree.

How. Admin, User Management, plus icon. Add analytics@searchinsights.com.au with Publish container permissions and Admin account permission.

Merchant CenterFull accessIf you have one

Why. Your exhausts, intercoolers, snorkels and catch cans should be appearing in Google Shopping, including the free listings. We could not confirm a product feed from outside, so we want to see whether one exists and what state it is in.

How. Settings, People and access, Add person. Add analytics@searchinsights.com.au (Admin). If you don't have a Merchant Center account, just tick this and note it below.

ShopifyFull access

Why. To tie ad spend to actual orders and enquiries rather than platform-reported conversions, to confirm exactly which pages and links are broken while the rebuild is underway, and to see every app, theme setting and pixel actually installed on the store, not just what a public page load shows us.

How. In your Shopify Admin, go to Settings, Users and permissions, Collaborators, and find your store's collaborator request code. Send us that code (drop it in the notes box below), and we will use it from our Shopify Partner account to request Full access (Administrator). You then just need to approve the request when it lands.

/ Stuck on any of these?

Leave a note on anything that is unclear or that you cannot action, and we will jump in and help. We will walk the login owner through it in two minutes.

Done ticking? Send us the update.

Nothing is sent until you click. Your ticks and notes are saved on this page, so work through it at your own pace and send when you are ready. We will get one clear update: what is granted, what is pending, and your notes.

$0Free, no commitment

Full accessNothing changes without your sign-off

24 hrsTo complete once access lands

ThenFindings plus a week-on-week roadmap