Scaling Multi-Service Ads
Texan Glass & Solar Control
From broken glass to brand-new installs! This campaign turned clicks into repairs, replacements, and peace of mind for hundreds of Texans who needed fast, local service.
Service
Search Engine Marketing
Channel
Google Ads
Involvement
Conversion Rate Optimization, Ongoing Management
Context
Texan Glass, a leading provider of auto glass repair, custom shower door installations, and solar control solutions across Texas, sought to optimize their ads and generate more qualified leads. With a diverse range of services and a competitive market, they needed a strategic approach to optimize their current ad spend to attract more clients at a lower cost per conversion.
Overview
For this project, I managed Texan Glass's Google Ads account with a focus on improving campaign structure, reducing wasted ad spend, and increasing lead volume across multiple service lines. My work involved full ownership of campaign segmentation, ad copy creation, and ongoing performance optimization. I also improved their conversion tracking to ensure leads were accurately attributed, and reviewed the user journey from click to conversion to identify friction points. Throughout the campaign, I continuously tested bidding strategies, refined keyword targeting, and made strategic adjustments to align the account with business goals.
Objective
Generate more qualified leads at a lower cost per conversion while optimizing existing ad spend across multiple service lines.
Challenges
Diverse Service Lines
Each service had unique customer personas and search behaviors.
Competitive Market
High competition in local markets made it difficult to stand out.
Budget Constraints
Seeking growth without incurring additional ad spend.
Solution
- •Segmented Campaigns: Created separate campaigns for auto glass, shower doors, and solar control services to tailor messaging and targeting.
- •Localized Targeting: Focused on specific geographic areas to reach customers in Texan Glass's service regions.
- •Ad Copy Optimization: Developed compelling ad copy highlighting key selling points, such as free mobile service for auto glass repairs and custom design options for shower doors.
- •Keyword Strategy: Utilized high-intent keywords relevant to each service line to attract qualified traffic.
- •Continuous Monitoring and Optimization: Regularly analyzed campaign performance, making data-driven adjustments to bids, keywords, and ad placements to improve results.
Results
15% Click-Through Rate
Click-through rate improved steadily, reaching 15% and outperforming industry benchmarks.
35.4% Increase in Conversions
Conversions increased by 35.4% month over month in average, reflecting a clear uplift in lead generation.
23% Decrease in CPC
Average cost per click decreased by 23% month over month, signaling improved bidding efficiency.
9.9% Improvement in Cost per Conversion
Cost per conversion improved on average by 9.9%, month over month, reducing acquisition costs without sacrificing quality.
These consistent performance gains were the result of continuous optimization across campaign structure, keywords, and ad creative. Ultimately turning paid clicks into measurable business growth.