Digital Transformation for 24 AutoGlass: Revitalizing a Local Auto Glass Service

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Project Overview

24 AutoGlass, a local auto glass repair and replacement service, was struggling to compete in a market dominated by national chains. This project involved a comprehensive digital transformation to revitalize their online presence, streamline operations, and significantly improve their marketing effectiveness.

Your Role

Lead Digital Strategist and Implementation Specialist

Timeline

January 2024 – June 2024 (6 months)

Challenge

• High competition from industry giants like Safelite
• Limited repeat business due to the nature of auto glass services
• Ineffective Google Ads campaigns bleeding money
• Outdated website failing to convert visitors
• Lack of streamlined operations and customer management

Solution

1. Google Ads Optimization

• Rebuilt campaign strategy from the ground up
• Expanded negative keyword lists to prevent wasted spend
• Implemented precise location targeting for 24 AutoGlass’s service area
• Created segmented campaigns by service type and location
• Utilized all available Google Ads assets for comprehensive ad coverage
• Implemented conversion-based bidding strategy

2. Website Redesign

• Developed a mobile-first design for on-the-go customers
• Created custom branding and copywriting to highlight 24 AutoGlass’s unique value
• Implemented a streamlined lead generation form starting with just a zip code
• Built 6 focused landing pages for specific campaigns and services
• Overhauled technical aspects (hosting, domain management, email)

3. Custom CRM Development

• Built a tailor-made CRM system for 24 AutoGlass’s specific needs
• Integrated seamlessly with the new website for real-time lead capture
• Created an installer portal for real-time job management
• Implemented using Airtable, Make.com, Twilio/Sendgrid for robust functionality

4. Business Strategy Optimization

• Refined 24 AutoGlass’s market positioning to compete effectively with national chains
• Conducted competitor analysis to identify unique selling points
• Revamped sales team compensation structure to align with new goals
• Developed new partnership agreements with local body shops and car dealerships

Results

• Conversion rate increased from 6.5% to 40%
• Click-through rate improved from 3% to 8%
• Cost per conversion reduced from $25 to $15
• Overall business efficiency improved, leading to faster service times and higher customer satisfaction

Visual Elements

1. Before and After Google Ads Performance Dashboard
2. 24 AutoGlass Website Redesign Comparison
3. Infographic: Key Metrics Improvement
4. Custom CRM System Flowchart

Challenges Overcome

1. Limited initial budget for advertising – Solved through strategic keyword targeting and efficient ad spend allocation
2. Lack of historical data for new campaign strategies – Addressed by implementing a phased approach, starting with click-based strategies before transitioning to conversion-based
3. Integrating custom CRM with 24 AutoGlass’s existing business processes – Achieved through careful planning and staff training
4. Educating the client on the importance of a holistic digital strategy – Accomplished through regular meetings and clear data visualization

Client Testimonial

“Dylan’s comprehensive approach to our digital strategy completely transformed 24 AutoGlass. Not only did our online presence improve dramatically, but our overall operations became more efficient. The results speak for themselves – we’re now competing effectively with much larger companies in our area.”

• John Smith, Owner, 24 AutoGlass

Key Takeaways

1. Negative keywords are crucial for preventing wasted ad spend in niche markets
2. Precise local targeting is essential for service-based businesses like 24 AutoGlass
3. Conversion-based bidding strategies can be highly effective with sufficient historical data
4. Google’s recommendations should be carefully evaluated, not blindly implemented
5. Integrating Google Ads strategy with overall digital presence is key to success
6. Custom CRM solutions can significantly improve operational efficiency for small businesses

Technologies Used

• Google Ads
• WordPress (with Kadence theme)
• Formidable Forms
• Google Places API
• Airtable
• Make.com
• Twilio/Sendgrid
• Custom CRM (built from scratch)

Skills Demonstrated

• Strategic digital marketing
• Google Ads optimization
• Web design and development
• Custom CRM development
• Data analysis and reporting
• Client education and communication
• Local business strategy

Conclusion

This project demonstrates the power of a holistic approach to digital marketing and business operations for local service businesses. By addressing not just the advertising strategy but also the website, CRM, and overall business processes, we were able to dramatically improve the performance and profitability of 24 AutoGlass, enabling them to compete effectively in a challenging market.

Next Steps / Future Improvements

• Implement a customer loyalty program for 24 AutoGlass
• Explore expanded partnerships with local car dealerships and insurance companies
• Develop a mobile app for even easier service scheduling
• Expand service area based on data-driven insights from the new system