01 · The Situation
This Singapore automotive studio operates two locations — Novena and Tampines — offering window tinting, paint protection film (PPF), ceramic coating, and detailing. Google Ads spend ran ~S$12,000/month across Search and Performance Max.
Reported ROAS averaged 3.8× — below the 4.5× automotive median and far from the 8.0× top-quartile benchmark for automotive services accounts. The owner suspected PMax was optimizing toward high-volume, low-margin tint inquiries while PPF and ceramic — the profit center — received leftover budget and blurry attribution.
Phone and WhatsApp bookings dominated. Neither path was cleanly deduplicated into Google Ads.
02 · The Diagnosis
Audit findings mirrored patterns from our Malaysia automotive studio engagement — overlapping service-area keywords, branch attribution bleed, and PMax opacity:
Branch conversion bleed. Novena and Tampines campaigns competed for the same HDB estate queries. Conversions credited to whichever campaign fired last — not whichever branch actually booked.
Wrong optimization events. "Get directions" and lightweight form submits counted as primary conversions. High-value PPF consultations were buried in secondary reporting.
Tracking trust score: 51/100 — automotive SMB peer median 62. Missing: enhanced conversions, offline booking import from shop management system, WhatsApp click events as secondary signals.
Typical waste estimate: 28% of spend (automotive benchmark) — recoverable ~65% within 30 days with structure + negative keyword discipline.
03 · What We Did
Tracking layer. GTM + GA4 rebuild. Enhanced conversions. WhatsApp and click-to-call as measured events. Shop management "job booked" imported offline. Branch-level conversion labels — Novena vs Tampines.
Campaign architecture. Search campaigns split: tint (entry), PPF (high margin), ceramic (mid), branded. PMax asset groups per branch with search themes — no blended "Singapore automotive" black box.
Creative and landing alignment. Service-specific landing paths — PPF ads land on PPF proof pages, not generic homepage. Mobile INP and LCP fixed on money URLs (service page CR moved toward 4.5% automotive benchmark from 2.1%).
Bid strategy guardrails. tROAS targets set per service tier only after 14 clean days of branch-level data.
04 · The Results
At 100 days:
- Blended ROAS 3.8× → 6.8× — approaching automotive top-quartile (8.0×)
- PPF-specific campaigns: 8.1× ROAS — high-margin line item finally visible
- Cost per booking down 29% on phone + WhatsApp attributed paths
- Attribution trust score 51 → 74
- ~18% of monthly spend recovered from waste cleanup in first 30 days post-restructure
The studio now reports by branch and service tier weekly — the owner can answer which location and offer drove last month's revenue, not just platform ROAS.
05 · What's Next
Local SEO engagement starting for "PPF Singapore" and district-level queries — organic support for terms where CPCs exceed target efficiency on Search alone.
Third location opening Q1 2027 — playbook documented so branch tracking goes live before first dollar of ad spend.
If you run Google Ads in Singapore and need the same tracking-first rebuild, see our Google Ads Agency Singapore page, the automotive Google Ads playbook, or start with a free audit.
“We copied the Malaysia multi-branch playbook in spirit — but Singapore needed its own branch structure. Once tracking matched reality, PMax stopped wasting our best budget on the wrong service tier.”
