Case Study · Google Ads Engine
Novus Glass — CPA down 52% in 90 days.
Auto-glass repair franchise. Multi-location. They were spending on Google Ads with no clear picture of what worked. Now they have one.
- Click-through rate
- +124%
- Conversions
- +58%
- Cost per conversion
- −52%
- Overall spend
- −25%
Background
A business with real volume. Real wasted spend.
Novus Glass is part of Fix Network. Their Australian franchise locations repair and replace windshields every day, and people search for that service constantly. The Google Ads account just wasn't turning those searches into booked jobs at a price that made sense.
The numbers on arrival made it pretty clear what was going on.
| Metric | Result |
|---|---|
| Click-through rate | 0.82% |
| Cost per click | $2.96 |
| Conversion rate | 1.94% |
| Cost per conversion | $58.48 |
| Conversions (period) | 72 |
What we did
Full account overhaul. No shortcuts.
We rebuilt the account from scratch. The goal was simple: more jobs booked, at the lowest cost per conversion we could get.
- Keyword research: stripped out the broad match waste and rebuilt around high-intent local terms.
- Ad copy rewrite: every ad rewritten to match what the searcher was looking for.
- Geo-targeting: budget moved to the locations doing the most conversions.
- Ad scheduling: campaigns running when people actually book.
- Landing page optimisation: tightened the destination page so the click landed somewhere worth landing.
- Conversion tracking audit: made sure every lead was being counted correctly before we drew any conclusions.
From there it was daily tuning. Pause what isn't pulling its weight, push more budget into what is, and adjust bids around it. Everything logged so we could see what moved the numbers.
| Metric | Before | After | Change |
|---|---|---|---|
| Click-through rate | 0.82% | 1.84% | +124% |
| Conversions | 72 | 114 | +58% |
| Conversion rate | 1.94% | 7.27% | +274% |
| Cost per conversion | $58.48 | $27.54 | −52% |
| Overall spend | — | — | −25% |
In plain English
More jobs. Less wasted budget.
More clicks, more conversions, lower cost per job, and 25% less total spend to get there. The account wasn't broken. It just hadn't been worked properly. Same budget, very different campaign.
Cost per conversion went from $58.48 to $27.54. On a franchise doing this kind of volume, $30 saved per booked job adds up fast.
"Cost per conversion down 52% in 90 days. Conversions up 58%. Plain English on what changed every month. First agency I've trusted."
Armin Aojani — Franchisee, Novus Glass