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80% Decrease In Cost Per Lead For

Auto Glazing Company

Mobile auto glazing company sees windscreen replacement enquiries fall in cost from £54 per lead to £11 in 60 days.

About The Client
Autoglazing (UK) Ltd are a West Yorkshire based mobile windscreen repair and replacement company, who have been trading since 1992. They are ATA accredited registered and have over 40 years experience in the automotive glazing industry.
 
 
Industry
Auto Glass
 
 
Services Provided
Google Ads management

Overview

Andy Sutcliffe is the owner and lead technician at Autoglazing UK. Andy has been running Google Ads since 2015 using multiple different Google Ads agencies as well as self managing his own campaigns. He saw some success however maintaining a profitable cost per lead proved challenging with his cost per lead rising as high as £54.

I've tried working with agencies and doing the Ads myself but nothing has really seemed to work well for me. The cost per lead has always been inconsistent.

Strategy

Logical Campaign & Ad Group Structure

We reorganised the campaign into 3 topically themed Ad Groups. Each Ad group contained keywords related to: Intent (keywords related to people looking to find a company / service), Locations (keywords with service + locations) and finally generic keywords such as “windscreen replacement”.

Improving Negative Keyword Lists

To stop wasted Ad spend on clicks from competitor names, we build a list of all industry competitor names and added them to the negative keyword list. This combined with pausing the broad keywords resulted in 90% less competitor names showing up in the search term report.

The Results

Within just 14 days of implementing our campaign adjustments we brought the cost per lead down from £54 to £14.56. Within 30 days this £12.51 and now 2 months in, the current cost per lead is £11.

  • £8.1k revenue generated
  • 104 new job enquiries
  • 22% average conversion rate
  • 80% decrease in cost per lead
  • £11 average cost per lead