NOVUS Glass is part of Fix Network, the global leader in the automotive aftermarket services sector. NOVUS Glass can repair more windshields with greater optical clarity and structural integrity than any other system in the industry.
💡 Armin Aojani | Franchisee
“My time with Gudu,Jordan & adam has been nothing but exceptional. They’re very professional, courteous and knowledgable about their work”
Challenge
Novus Glass was wasting large amounts of ad spend with no clear return or goal in sight.
Novus Glass, a leading auto glass repair and replacement company, was facing significant challenges with their digital advertising efforts. Despite investing heavily in Google Ads, they were seeing poor returns on their ad spend. The company’s click-through rate (CTR) was a mere 0.82%, indicating that their ads were failing to resonate with their target audience. With a high cost per click (CPC) of $2.96 and a conversion rate of only 1.94%, Novus Glass was spending for the sake of it, resulting in an unsustainable cost per conversion of $58.48. This inefficient use of resources was hindering the company’s growth and profitability.
Solution
Rebuild the Google Ads account with the goal of pin-pointing messaging to this niche market.
To address these issues, we undertook a comprehensive overhaul of Novus Glass’s Google Ads account. Our approach focused on creating highly targeted ad campaigns that spoke directly to the specific needs of auto glass repair and replacement customers. We conducted in-depth keyword research to identify the most relevant and high-intent search terms in this niche market. The ad copy was rewritten to emphasise Novus Glass’s unique selling propositions and to address common pain points of potential customers. We also implemented advanced targeting techniques, including geo-targeting and ad scheduling, to ensure the ads were shown to the right people at the right time. Additionally, we optimised the landing pages to improve relevance and conversion rates.
Result
52% decrease in CPA, 274% increase in conversion rate alongside a 25% reduction in spend.
The results of our strategy were remarkable. By December, we had achieved a significant improvement across all key metrics. The click-through rate more than doubled to 1.84%, indicating that our ads were now much more relevant and appealing to the target audience. Despite a higher CPC of $4.94, which reflected increased competition for quality keywords, we managed to reduce overall spend by 25%.
Most importantly, conversions increased from 72 to 114, representing a 58% improvement.
The conversion rate skyrocketed by 274% to 7.27%, demonstrating that we were not just attracting more clicks, but higher-quality leads.
This efficiency gain resulted in a 52% decrease in cost per conversion, from $58.48 to just $27.54.
These improvements allowed Novus Glass to achieve better results with less ad spend, significantly enhancing their return on investment and positioning them for sustainable growth in their niche market.
