Twice the sales on Google and Meta

Safety Restore repairs seat belts and airbag modules by mail. Customers take the part out of their car, ship it to the shop in Westfield, Massachusetts, and usually get it back within a day of it arriving. Each repair is $99 and comes with a lifetime warranty. They've been doing this since 2013 and have served more than 120,000 customers.

We've worked together before

We first ran Safety Restore's ads a few years ago. That year the business grew more than 30%, and our ads brought in more than $900,000 in revenue. After that they brought their marketing in-house, which is normal for a company their size.

This October they came back to us. We already knew the business, the customers and what sells, so we could get straight to work on the account.

What we found in the account

Google was running one main Search campaign for everything, with keywords loose enough to match almost any search about seat belts or airbags.

A lot of the money went to people trying to fix the problem themselves, with searches like "2002 ford ranger airbag light stays on" or "2008 honda civic airbag module location". Those people want a how-to video. They almost never buy a repair.

Searches for "Safety Restore" itself were in the same campaign. People searching the brand name buy at a much higher rate, so they made the whole campaign look better than it was and hid how much the rest was wasting.

How we rebuilt Google

We split Google into one campaign for each thing Safety Restore sells, plus one for the brand. That's seat belt repair, airbag module reset, webbing replacement for frayed, cut or dog-chewed belts, and custom color seat belts.

Each campaign only shows for searches from people who need that repair, like "seat belt pretensioner repair", "srs module reset" or "dog chewed seat belt". The how-to searches don't see our ads anymore.

The ads put the price in the first line, like "Seat Belt Repair $99.99" or "Airbag Module Reset $99.99". People know the price before they click, so the clicks we pay for come from people who are fine with it. The ads also mention they've been doing this since 2013.

With the brand in its own campaign, each service has its own numbers now. We can see which repairs pay back and move budget toward them.

How we rebuilt Meta

Meta got the same setup. One campaign, with an ad set for each service, and each ad set speaks to one problem.

The seat belt ads say "Locked seat belt? We fix it for $99" for belts that lock up after an accident. The airbag ads ask "Airbag light on?" and speak to people a dealer has quoted for a new module. The webbing ads cover frayed, cut or chewed belts, with the option to pick a new color. The custom color ads go to people building or restoring a car.

The new image ads explain each repair in plain words. Send us your original part, we fix it for $99, and it comes back fast. They run next to the videos that already worked for Safety Restore, like a real customer's crashed Tesla Model 3 and a salvage car rebuild.

The result

We compared our campaigns with the ones that ran before them.

On Google, we compared our first 12 days with the 12 days before, with brand searches counted in both. Sales doubled from 40 to 80 and revenue was 2.1 times as much. Return on ad spend went up 34% and cost per sale went down 21%.

On Meta, our campaign is returning 7.9 times its spend, up from 3.8 on the old campaigns. Cost per sale is down 44%, and about three times as many sales come in each day.

We've left their current ad spend and revenue out.

What happens next

Each service now has its own campaign on Google and its own ad set on Meta, so we can see which repairs pay back best on each channel and move budget toward them. New ads go into the same structure.