CASE STUDY


PAGLASS.COM

Web Design and Digital Advertising

Client:


Professional Auto Glass is an auto glass shop
located in Riverdale, Maryland

The owner told us that he had recently redesigned his website and was spending around 10k a month on Google Ads but he wasn’t particularly content with the results.

Goals:


1:

Redesign the website so that more visitors request quotes and give them calls.

2:

Redesign the website so that more visitors request quotes and give them calls.

Budget:


$10,000 USD/Mo.

STEP 1

REDESIGNING THE WEBSITE

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The first step before doing any digital marketing was redesigning the website with best UI/UX practices. In order to do so, we put ourselves in place of their customers. It came to our attention that the target audience is mostly people who are going or returning back from work and notice that their car windows are broken.

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In such a situation the person is stressed and needs the glass to be fixed as soon as possible. So the website had to be very simple and very clean. It had to be super easy to navigate and easy for them to contact the auto glass shop. We had to also make sure that we build trust with the potential customer.

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In order to do so, we simplified their website design and put a clear and big button right and center for them to be able to call or request a quote. We also took professional pictures of their shop to personalize their website rather than stock images.

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We also identified their unique selling point and what makes their service better than everyone else and sprinkled it throughout their website.

Paglass.com
before and after
our redesign.


BEFORE

AFTER

BEFORE

AFTER

 

Results:


As you can see our design is much simpler (less fancy) than their previous design, however here is a quote from the owner a month after we launched his new website (without any changes in advertising):

“customer request for quotes has doubled with the new website”

Data-driven design resulted in twice the quote requests as before.

We also added a chat system because people nowadays (especially the younger generation) prefer texting/writing to actually having a phone conversation.


It’s important to note that we had to have a lengthy discussion with the owner about why the new design would work better. But as he listened to the numbers and statistics and reasoning behind every element he agreed to it.

STEP 2

OPTIMIZING GOOGLE ADS ACCOUNT

That was all good but now we had to optimize the Google Ads account. The owner was very informed about what he wanted to achieve with the ads and his preferences. However, the ads were not set up to do so. We got to work. Let's take a look at the results before any further explanations. Numbers speak for themselves!

Google Ads
Performance


October 2018

As you can see in the process of 3 months the number of conversions went from 158 to 268! Not only that but the cost went down from 8.24k to 7.35k. So the client is paying less and gaining more (usually that kind of thing can only be found in fairy tales).

Bottom Line

Conversion Increase
+ 110

Cost Savings
$890 .00

To give you even more insight let's take a look at the comparison between our client’s ads and all his competitors:


Domain

Impression Share

Avg. Ad Position

Top of Page Rate

Paglass

78.22%

1.7

89.63%

Safelite

37.72%

3.1

63.67%

Autoglassnow

37.14%

2.9

77.11%

Allstateautoglass

35.94%

2.1

82.81%


As you can see, Paglass is beating all of them as a small business, even Safelite!

HOW DID WE DO IT?

For this specific client, we had access to loads of historical data. The first step was to analyze all the campaigns and keywords. To see what locations work best, what keywords are working and what is not.

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The Problem

There were a few issues with his account. First and foremost he was still using broad keywords which is not ideal at all. Broad keywords mean that if the queries are remotely related to the keywords, your ads would show up. However, in most cases, it is not ideal because a lot of the clicks would not lead to customers.

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The Solution

So we refined the keywords using exact matches, and phrase matches. We had enough data to be able to make very good guesses of what would work and bring in results. The next step was to actually fix the ads themselves. The copy in the ads were very poor resulting in low click-through rates. The ad copy is extremely important. The key to writing a good Ad Copy is not to be “salesy” but to focus on one key point:

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Speak to the pain point of the customer...

That’s really it. We did exactly that. The customer was in a rush and stressed and had to deal with a broken windshield. “Fix your auto glass in one hour”. That is really all they wanted to hear. With a guarantee and good reviews it’s just what the customer is looking for rather than saying:

“Professional Auto Glass - Best Service Available” - boring and salesy

Better Looking Landing Pages & Ads Lead to Lower Ad Costs.


Another important factor that played a role in reducing advertising costs was the quality of the landing page and the ad itself. Simply put, the better quality your ads and landing pages are the less you have to pay for Ads. Why? Because Google’s slogan is to provide the best search results for it’s users or else they will lose to other search engines. That’s why their algorithm takes the quality of your ads and landing pages in consideration when ranking. That’s why Paglass is beating all it’s competitors and paying less!

CONCLUSION

It has been a pleasure working with Paglass and helping them increase their revenue and reducing their cost