PPC Management
for Auto Glass Repair.

Auto glass PPC operates against one of the most well-funded national chain advertisers in local services. Safelite spends $30 to $100+ million annually on Google Ads, has spent two decades building brand-search dominance, and runs ad copy that surfaces insurance handling in the first headline on every campaign. Trying to bid against Safelite head-to-head on 'windshield repair near me' or 'auto glass near me' is a guaranteed loss for any independent shop — the CPCs run $15 to $25, Safelite's quality score is structurally advantaged, and their conversion rate from those terms beats local shops because of brand recognition. The accounts that work do not fight the battles they cannot win. They bid where Safelite is weaker: insurance-carrier-specific queries, ADAS-recalibration queries, mobile-service queries, and local-pack adjacencies where the budget asymmetry does not matter.

Insurance-led campaign architecture is the single biggest leverage point in this vertical. A customer who does not know their windshield is covered by insurance defaults to calling Safelite because Safelite advertises insurance handling everywhere. A customer who does know their windshield is covered shops on price-plus-convenience, where independent shops with mobile service and faster scheduling typically win. The fix is making sure the first ad copy headline mentions insurance direct bill — 'Windshield Replacement — We Bill Your Insurance Direct' or '$0 Out-of-Pocket with Most Insurance Plans' — and that the landing page captures the customer's insurance carrier in the first form field. Insurance-led campaigns produce 2 to 4× the conversion rate of generic auto-glass campaigns at the same CPC level.

ADAS-recalibration campaign segmentation is the fastest-growing high-value opportunity in this vertical. Vehicles built after 2018 with lane-keep assist, automatic emergency braking, or adaptive cruise control require ADAS recalibration after windshield replacement. The work is more complex, the equipment investment is real ($25k to $80k for static target boards plus dynamic calibration tools), and the ticket size is 1.5 to 3× a non-ADAS replacement. Search volume on 'windshield calibration [city]' and vehicle-specific ADAS recalibration queries is growing 30 to 50 percent year over year. Most shops do not segment ADAS into its own campaign — they treat all replacement work as equal value and underbid on modern-vehicle traffic. We build separate ADAS campaigns with separate ad copy surfacing calibration capability, separate landing pages with equipment and certification visibility, and separate bid logic that respects the higher ticket value. ADAS campaigns produce some of the strongest ROAS in the entire automotive category.

Google Local Services Ads coverage for auto glass is expanding and where it is live, the per-lead economics are favorable. LSA leads in this vertical typically arrive at $25 to $60 each — substantially below the equivalent search-ad CPL on urgent terms, and importantly, below the CPL Safelite achieves through brand search and broad PPC. The lead-dispute process means bad leads can be refunded. Combined with insurance-led search campaigns, ADAS-specific campaigns, and call tracking from Shopmonkey or whatever shop management system runs the operation, the paid stack can deliver 35 to 55 percent of bookings at favorable cost-per-insurance-booking economics. Same multi-channel paid playbook we apply across the automotive vertical and increasingly across home services where LSA coverage is also expanding aggressively.