Case Study · Google Ads Engine
Novus Glass — CPA down 52% in 90 days.
Auto-glass repair franchise. Multi-location. Was running Google Ads without knowing what was working. Now they do.
- 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 — the global leader in automotive aftermarket services. Their Australian franchise locations repair and replace windshields every day. Demand exists. Customers search for the service. The problem was the Google Ads account wasn't turning that search volume into booked jobs at a sensible cost.
When we first looked at the account, the numbers told the story quickly:
| 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 the ground up. Not a tweak here and there — a proper rebuild based on what Novus Glass actually needed: jobs booked, at the lowest possible cost per conversion.
- Keyword research: stripped out broad match waste, rebuilt around high-intent local terms that actually convert.
- Ad copy rewrite: every ad rewritten to match the search intent — urgency, local relevance, clear offer.
- Geo-targeting: budget reallocated to the locations with the highest conversion potential.
- Ad scheduling: campaigns active when buyers are actually searching and booking.
- Landing page optimisation: worked on the destination so the click had somewhere worth going.
- Conversion tracking audit: verified every lead was being counted correctly before drawing any conclusions.
Weekly tuning from there — adjusting bids, pausing what wasn't working, scaling what was. Every change logged. Every result tracked.
| 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. With the right keyword strategy, ad copy and weekly tuning, the same budget started performing like a different campaign.
The cost per conversion dropped from $58.48 to $27.54. For a franchise operation doing real volume, that's a significant difference in profitability per job booked.
"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