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Google Ads for Auto Repair Shops: Free Guide + Strategies

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In today's digital world, relying solely on word-of-mouth is like trying to change a tire with a pair of pliers—it’s inefficient and frustrating. You need a modern tool, a solution designed to attract new customers to your shop. That tool is Google Ads, a Pay-Per-Click (PPC) advertising platform allowing you to target new customers when they need you most.

If you've heard the term but aren't sure how it fits into your business plan, you're in the right place. This comprehensive guide will break down everything you need to know about Google Ads for your auto repair business.

What are Google Ads (PPC)?

At its core, Google Ads is a Pay-Per-Click, or PPC, platform where advertisers pay a fee each time one of their ads is clicked. Think of it as renting a prime piece of real estate on the first page of a search engine like Google or Bing. Instead of trying to earn those top spots organically through Search Engine Optimization (SEO), which can take months or even years, you're essentially paying to jump the line.

Types of Google Ad Campaigns

Search campaigns

Paid search ads are the most common type of Google Ad campaign, allowing auto repair shops to target based on keywords. Shops can find new customers by bidding on keywords like “Oil change near me” or “Transmission shop Denver, Colorado.” This campaign type is effective because you can target local customers at the moment they are searching for help.

Display campaigns

Display PPC campaigns are another effective campaign type that shops can use to target customers with more creative ads. Display ads offer a visual component that could be a static image or a short video. Display ads can show across a wider audience and are not confined to just Google search.

Retargeting campaigns

Retargeting campaigns are exactly what they sound like. Mechanic shops can target prospects who have visited their website with ads that can display on other websites. For example, a customer could have visited your website (YourShop.com) and then bounced to Forbes.com. You can then show an ad on Forbes.com (and other websites) as they browse the web, so your shop can stay top of mind.

Video campaigns

Video campaigns are mainly used by auto repair shops to target customers on YouTube. You can target automotive DIY videos where users may run into issues and look for a shop instead.

How to set up your first Google Ad campaign

  1. Open a Google Ads account (if you haven’t already). Fill out your business information and attach your payment method. This is also a good time to delegate account access to other employees if needed.
  2. Start your keyword research. Identify the search terms your potential customers are typing into Google when they need help (e.g., “brake repair near me,” “check engine light diagnostics,” “mechanic in Houston”). If you need help finding the right keywords, you can start by asking the next customer who walks in your door, “How did you hear about us?”.
  3. Finalize your budget and bidding. Set the maximum amount you're willing to pay for a single click on your ad. This bid, combined with the quality and relevance of your ad, determines your ad's ranking position.
  4. Find your audience. Select which geographical areas you want to target with your ads. Most shops select a radius around their physical location to ensure they are targeting customers nearby.
  5. Add extensions. Extensions show up beneath your ad and can include your phone number or service-specific pages of your website. Extensions help you take up more room on Google and increase your chances of attracting a click.
  6. Publish. Once you publish your ads, your ads will go through an approval process and either go live or be rejected. You can always make edits and resubmit your ads if they are initially rejected.
  7. Monitor and analyze. Once your ads are running, you will be able to see clicks, impressions, cost, and other data in the Google Ads platform. You can even set up conversions and UTM tracking to see how many new customers are booking online appointments with your shop.

Should Mechanic shops use Google Ads?

The short answer is an emphatic yes. While many forms of marketing cast a wide net, hoping to catch a few fish, PPC marketing is like using a high-tech fish finder. For an auto repair shop, the "when" is just as important as the "who," and Google Ads excel at connecting you with customers at the moment of their highest intent.

Consider the mindset of a person who needs auto repair services. Their car is making a strange noise, a warning light is on, or worse, they're stranded on the side of the road. They aren't casually browsing; they have an urgent, specific problem that needs an immediate solution. What do they do? They pull out their phone and perform a Google search for a local mechanic.

This is where auto repair PPC shines. It allows your auto repair shop to appear at the very top of the results for those high-intent searches. You're not interrupting their day with an ad they don't care about; you are providing the exact solution they are actively looking for. This makes Google Ads one of the most effective marketing efforts for service businesses, especially in the emergency-driven auto repair industry. It levels the playing field, allowing dedicated local shops to gain immediate online visibility and compete effectively against large national chains.

Benefits of PPC Marketing for Auto Repair Shops

Integrating a well-managed PPC advertising campaign into your marketing strategy can deliver a host of powerful benefits that translate directly into more customers and higher revenue.

  • Immediate Traffic: Unlike email marketing or social media, a PPC campaign can start to drive traffic and generate phone calls almost overnight. Once your ad campaigns are approved, your shop can be visible to potential customers within hours, which is crucial when you have empty bays to fill.
  • Precise Targeting: PPC platforms offer incredibly granular targeting options. You can show your ads to people based on:
    • Location: Target users within a specific mile radius of your shop, in certain zip codes, or in an entire city. This ensures you’re not paying for clicks from people who are too far away to become customers.
    • Keywords: You target the exact automotive services you offer, from a simple oil change to complex engine issues.
    • Time of Day: Only want to run ads during your business hours to ensure someone is there to answer the phone? You can do that.
    • Device: You can bid more for mobile users, who are more likely to be in need of immediate help and use click-to-call features.
  • Budgetary Control: Worried about a runaway budget? With PPC, you're in the driver's seat. You set a maximum daily or monthly ad spend, and you'll never pay more than that amount. You can start small, test the waters, and scale your investment up or down based on your return on investment.
  • Measurable Results: This is a major advantage over traditional advertising. Every aspect of your PPC campaigns can be tracked. You can see exactly how many people saw your ad, how many clicked it, and how many of those clicks resulted in a phone call or a contact form submission.
  • Increased Brand Awareness: Even when users don't click on your ad, seeing your shop's name at the top of the search results builds familiarity and trust. When they see your name repeatedly for different service-related searches, you become a recognized authority in your local area. This boost in brand awareness is a valuable byproduct of a consistent PPC presence.

Effective PPC Strategies for Auto Repair Shops

Launching a campaign is easy; launching a profitable one requires a solid strategy. Simply throwing money at Google Ads without a plan is a quick way to burn through your budget. Here are the essential strategies to ensure your PPC ads deliver results.

Keyword Research

This is the foundation of your entire campaign. You need to get inside the heads of your target audience and think of keywords they would search for. Your keyword research should include:

  • Service-Specific Keywords: "brake pad replacement," "transmission repair," "car AC service."
  • Location-Based Keywords: "auto mechanic Dallas," "car repair shop 75201."
  • "Near Me" Keywords: These are huge for local service businesses. Google often appends "near me" automatically for mobile searchers.
  • Negative Keywords: Just as important is telling Google what not to show your ads for. Add negative keywords like "jobs," "training," "DIY," "parts," and "free" to avoid paying for irrelevant clicks from job seekers or people looking to do the work themselves.

You should note that each keyword has a different cost per click average depending on location and number of competitors. Bid on keywords that are important for your shop and fit your budget.

Compelling Ad Copy

Your ad copy is your 3-second elevator pitch. It needs to grab attention and persuade the user to click.

  • Highlight Your Strengths: What makes you different? Mention your ASE-certified technicians, warranties on parts and labor, free loaner cars, 5-star reviews, or your years of experience.
  • Include a Strong Call-to-Action (CTA): Be direct. Use phrases like "Call Now for a Free Estimate," "Book Your Service Online," or "Get a Quick Quote."
  • Use Ad Extensions: These are extra snippets of information that make your ad bigger and more useful. Use call extensions to add your phone number for easy click-to-call, and location extensions to show your address and link to Google Maps. Sitelink extensions can direct users to specific service pages on your website.

Optimized Landing Pages

A click is wasted if the user gets to your website and is confused or unimpressed. Your landing pages must be designed to convert visitors into customers.

  • Relevance is Key: If your ad promises "Brake Repair Services," the landing page should be all about your brake repair services, not your homepage.
  • Mobile-First Design: The majority of auto repair searches happen on mobile phones. Your page must load fast and be easy to navigate on a small screen.
  • Clear Contact Information: Your phone number and address should be prominently displayed and clickable.
  • Build Trust: Feature customer reviews, testimonials, photos of your shop, and logos of any certifications (ASE, AAA Approved, etc.).

Bidding and Campaign Management

Google Ads is not a "set it and forget it" strategy. To truly succeed, you need to actively manage and optimize your campaigns.

  • Structure Your Campaigns: Create separate PPC campaigns for each major service category (e.g., Brakes, Engine, Transmission, General Maintenance). This allows you to tailor your ads and landing pages for maximum relevance, which Google rewards with a better Quality Score and lower CPC.
  • Track Everything: Implement conversion tracking to monitor not just clicks, but actual leads—phone calls and form submissions. This is the only way to measure true campaign performance.
  • Continuously Optimize: Regularly review your metrics. Pause keywords that aren't performing, test new ad copy, and adjust bids to focus your ad spend on what drives the best conversion rates.

How Much Should Automotive Shops Invest in Google Ads?

This is the most common question, and the answer is: it depends. The right budget for your shop is influenced by several factors, including your location's competitiveness, the specific services you're advertising, and your overall growth goals. A shop in rural Nebraska will have a much lower cost per click than one in downtown Los Angeles.

Instead of focusing on a magic number, think about your investment in terms of objectives and ROI. A good starting point for a small to medium-sized auto repair shop might be anywhere from $500 to $2,000 per month. This initial investment allows you to gather enough data to see what works.

The most important metric isn't the upfront price; it's the return on investment. If you spend $1,000 on Google Ads in a month and it brings in five new repair jobs that generate $4,000 in revenue, your marketing efforts have delivered a 4x return. From that perspective, the initial cost is more than justified.

For shops new to this space, partnering with a digital marketing agency that specializes in Google AdWords services can be a wise investment. They have the expertise to avoid common pitfalls, maximize your budget, and accelerate your path to profitability.

Final Thoughts

In a competitive market, standing still means falling behind. Pay-per-click advertising is the fuel your marketing strategy needs to accelerate past the competition. It offers an unparalleled ability to connect with customers at their moment of need, providing immediate, targeted, and measurable results.

By conducting thorough keyword research, crafting compelling ads, building high-converting landing pages, and diligently tracking your campaign performance, you can transform your online presence from a sputtering engine into a finely tuned machine that consistently delivers new customers. It’s time to take control of your lead generation and explore what a well-executed auto repair PPC campaign can do for your shop.

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How Automotive Work Order Software Replaces Pen and Paper

May 22, 2023

Read time: 3 min

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Old habits are hard to break, especially when it comes to the physicality of handwritten notes.

A pen and a piece of paper can provide a better sense of security—they’re tangible and tactile. In our minds, we view paper as something we “own”, which makes it seem more reliable and easily obtainable.

But is pen and paper more reliable than digital tools?

Although the trusty pen and paper method does have perks, there’s a time and a place for everything. Which leads us to paper’s modern day competitor: digital software.

Switching paper out for a modern, digital format will enhance legibility, make archiving far easier than having file cabinets full of papers, and will strengthen collaboration across your team. Not to mention, you don’t run the risk of a fire or flood destroying your shop’s backed up data the way a natural disaster would with paper files and documents.

Now, this isn’t to say that digital software will replace every single piece of paper; however, software can successfully improve the efficiency of projects—especially when it comes to running an auto shop.

Let’s bring it back to the initial question: is automotive work order software a replacement for pen and paper? The rough answer is "yes," although there may be times where you still want to have paper as an option.

But many pen and paper tasks can be replaced, and should, for better productivity and organization. Automotive work order software can astronomically enhance your shop’s productivity and organization in ways that traditional methods cannot.

In your personal life, paper can take precedence in whichever way you wish. But in your shop, opting in for a digital system instead of pen and paper has more pros than cons.

Inventory Management Best Practices for Auto Repair Shops

May 22, 2023

Read time: 3 min

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The answer to that question depends on a number of factors, and getting the right categorization for each part is crucial for maintaining healthy profit margins while minimizing the risk of rush orders and frustrated customers.

Inventory and Stock Management to Minimize Complexity

When you and your team are replacing parts during repairs, it’s important to consider what parts you have on hand versus what parts you’ll need to order.

If you don’t, you risk overstocking and sinking money into too many units of a particular type of part, or understocking and making a customer wait while you hope that the expedited shipping for a part pulls through.

By having the right inventory and stock management processes in place, you can make it easier for your service advisors and technicians to avoid frustrations.

Here are some best practices for inventory and stock management at your auto repair shop.

Repair Tracker Software: How Visibility Combats Uncertainty in the Auto Repair Industry

May 22, 2023

Read time: 3 min

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We’ve all fallen under a “fear of the unknown” spell—whether it stems from waiting for your doctor’s results to come back, or not hearing that check-in text alert from your kid while they’re out with friends. The waiting game can cause our imaginations to run wild with thoughts of “what-if’s.”

Similarly, auto repair customers like the ability to see what’s getting done to their car, if any additional issues were found, and exactly where their car is in the repair process. You can build customer loyalty and enhance your customer service by giving them the ability to see and confirm that everything is going smoothly and according to plan with their vehicle repairs.

Visibility and transparency go beyond just shop-to-customer; it also helps bridge imagination and productivity gaps within your shop.

How to Manage Your Shops Using Tekmetric Multi-Shop

May 22, 2023

Read time: 3 min

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Expanding your business into multiple locations is exciting but can come with challenges. One of these challenges being, the ability to manage data and reports across all of your shops.

To simplify this process, Tekmetric has developed Multi-Shop, our most powerful set of tools and reports to easily manage multiple shops through custom shop comparison reporting, organization-level reports and centralized data management.

Multi-Shop allows you to gain back time, make better business decisions and maximize your margins. 

How to Run a Successful Auto Repair Shop (5 Step Guide)

May 22, 2023

Read time: 3 min

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When thinking about how to run an auto repair shop, we might start by thinking about a well-managed football team. The different players know what they’re responsible for, show up to accomplish their jobs, put their best effort into everything they do, and perform their best as a team. Players have each others’ backs both on the field and off the field. They can think on the fly, and move as a unit toward the end zone.

How do your players work together? When mechanic shops assemble the right team, devise the right strategy, and run the right plays, they can win, too. Service advisors can stay informed about what’s going on with every repair order at any given moment in time, switch easily between tasks even when the shop is busy, and provide excellent customer service. Technicians are able to focus on their work and spend more time turning wrenches. And customers? They’ll get their cars back fast and drive away with a good impression of your shop.

Shop owners who think more deeply about how to manage a mechanic shop are rewarded for their efforts. Well-managed shops see exponential returns. Stellar team performance leads to customer satisfaction and repeat business. The more successful your shop, the more you can invest back into your team, continuing the cycle of success for all involved.

How to Become a Service Writer with a Modern Shop Management System

May 22, 2023

Read time: 3 min

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With so many different aspects of running an independent auto repair shop, the teams that keeps cars moving through your bays and repair orders flowing through your workflow function best when they run like a cohesive unit.

Just think about your favorite sports team. The players share a common goal, whether it be scoring a touchdown or hitting a home run, and they encourage each other to always perform at their best.

But there’s usually one person on the team who everyone looks to for guidance and inspiration: the team captain. Every player in the auto repair industry is important—from the technicians to the parts managers. But service writers are like the team captain. They keep everyone on track.

If you’re ready to learn about a challenging but rewarding career where no two days are the same, you’re in the right place.

10 Tactics to Run a Profitable Auto Repair Shop

May 22, 2023

Read time: 3 min

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Although our goal is to help you determine the best ways you can enhance your auto repair shop profit margin, we’re still going to shoot straight with you: opening a shop isn’t easy.  You’re going to have to put in some hard work, but exceeding your goals will be well worth it. Along the way you’ll learn new things through trial and error and encounter some unexpected challenges, but who doesn’t when they step outside of their comfort zone, pursuing something they’re passionate about?

One question you may have is, "Is it even a good time to start an auto repair business?" That's a tricky question to answer. Coming off the heels of a pandemic in an economy that has seen better times might scare any new business owner. But remember, some of the most long-standing businesses were started during economic recessions.

Although there’s been better times to start an auto repair business, your shop can still be successful. And it’s clear that the demand for automotive repairs isn't going anywhere.  

Take a look at these statistics on the latest automotive repair trends:

  1. In 2022, there will be an estimated 76 million vehicles aged 16 years or older in the United States.
  2. It’s estimated that by 2022, 18% of American households will use an auto repair service at least once a year.
  3. The number of vehicles on the road that are 12 years or older is anticipated to increase by 15%.
  4. In the past decade, the average length of time that drivers own their automobiles has increased by 60%.

As you can see, the need for vehicle repairs will likely increase due to the fact that drivers are choosing to stick to their trusty ol’ vehicles rather than opting for a shinier new ride. But regardless of whether the auto repair industry’s profit trends are growing or plateauing, making smart business decisions will not only prepare your shop for future transformation but also help your shop survive disruptive trends in the future.

Let’s get to boosting your shop’s short and long-term profits.  

We’ve listed each of these tactics in the order you should take during each of your business growth phases: the seed stage, the start-up stage, the established stage, or the expansion stage. The order of these 10 tactics does not determine their importance; each tactic complements one another to put your shop in the fast lane to success.

Fast Facts

  • Industry size and past growth: The U.S. auto mechanics industry is worth more than $68 billion in 2022 and has seen steady growth the past five years.
  • Growth forecast: The U.S. auto mechanics industry is projected to experience continued growth in the coming years and expand by more than 10% by 2026.
  • Number of businesses: As of early 2022, 264,121 auto mechanic businesses operated in the US.
  • Number of people employed: As of early 2022, the United States auto repair industry employed about 561,359 workers.

How Automotive Computer Programs Fuels Business Innovation

May 22, 2023

Read time: 3 min

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"Innovation is the ability to see change as an opportunity—not a threat.” - Steve Jobs

Like any business owner, auto repair shop owners must consider all aspects of their business: operations, marketing, collections, bookkeeping, payroll, profitability, and customer service.

But how do you track, monitor, and gain control over these various business functions and analyze the relationship between them? Many shop owners turn to automotive computer programs as a solution, but there are a lot of options to consider. As you research automotive computer programs, you may be asking yourself:

Is it better to have one program for each business function, or one system that covers various aspects? What is the right mix of programs?

Tekmetric is a cloud-based shop management system; but that doesn’t mean all other software and systems out there align with what our software can do. Some automotive computer programs cover diagnostics, some focus on marketing, some focus on digital inspections, and there are some systems out there that check off most—if not all—the boxes.

There is a lot to consider when determining which automotive computer programs are right for your business, and we want to make sure your shop’s needs are met.

5 COMMON MYTHS ABOUT AUTOMOTIVE REPAIR SOFTWARE PROGRAMS DEBUNKED

May 22, 2023

Read time: 3 min

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You might have heard some myths about automotive repair software programs like “it’s too expensive to switch” and “training is tough.” But that's not necessarily true.

Don’t be deterred by shop management software misconceptions. We’re here to help break down these myths and rRevolutionize your shop with modern tools. See what your shop can accomplish once you have all the facts about auto repair software programs..

MISCONCEPTIONS ABOUT AUTOMOTIVE REPAIR SOFTWARE PROGRAMS

Now that you’re a shop owner, you’re probably looking for ways to level up your shop. Thanks to talking to fellow shop owners or browsing online, you may have become somewhat familiar with automotive repair software programs.

Finding the right automotive repair software program for your shop is one of the most effective ways you can increase your team’s productivity, boost your revenue, communicate better with customers, and more. However, there are some myths surrounding auto repair software programs that might be preventing you from taking your business to new heights.

To help you on your journey, we’ve compiled a list of some of the most common myths we’ve heard about auto repair software programs and then let you in on the real deal.

Auto Repair Shop Business Plan (9 Step Guide)

May 22, 2023

Read time: 3 min

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Starting a business can be a big risk. But if you map out a plan and execute it right, the outcome is well worth it. Having a solid automotive repair workshop business plan in place is especially important if you ever plan on owning multiple shops. 

When you realized that you wanted to be a shop owner, it’s likely you considered the good you can do for both yourself and other people. Helping customers get their vehicles back on the road, and helping service advisors and mechanics grow in their careers is an exceptionally rewarding aspect of owning and operating a repair shop. 

Are Your Auto Repair Partnerships a Two-Way Street?

May 22, 2023

Read time: 3 min

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More than anything, partnerships should be mutually beneficial to everyone involved. When good partnerships are formed, the whole should be worth more than the sum of its parts.

Why Should Your Auto Business Partner with Other Brands?

For example, McDonald’s burgers make you thirsty enough to want a Coca-Cola, and sodas have a high margin. By partnering up, McDonald’s can lock in their costs on soda and improve their profit margins for the long term.

On the other hand, not all partnerships are beneficial. Partnerships can expand your opportunities but can also force you into making decisions you never intended to make. When McDonald’s decided to partner with Coca-Cola, they had to exclude other soda brands from their locations.

This exclusivity may have been worth it, but it meant removing options from customers, such as Dr. Pepper and Pepsi products. What may have made the partnership intriguing for McDonald’s is the fact that Coca-Cola owns a variety of beverages, including Diet Coke, Fanta, Sprite, Powerade, Minute Maid and Pibb Xtra.

Thanks to a variety of options, McDonald’s is able to satisfy most customers who ask for a Dr. Pepper by saying, “Will Pibb Xtra be okay?”

Partnerships in the Auto Repair Industry

In the auto repair industry, we face similar challenges when it comes to partnering with other businesses and brands.

Potential partnerships may include teaming up with parts suppliers, software companies, marketing and trade show affiliates, and any other service, resource or tool that could potentially improve your shop. In some cases, these partnerships will help shop owners enhance performance, save costs and drive revenue.

For example, Tekmetric has partnered with BG Products, making it easy for shops to sell additional BG products with simple canned jobs built right into the repair-order process within Tekmetric.

Other times, auto partnerships may bind you to an agreement that doesn’t pay off.

Here are some questions you can ask yourself to determine whether a partnership is mutually beneficial or if they’re asking you for more than you’re getting in return.

1. Are You Free to Choose the Tools and Solutions You Want?

One sign of a bad partnership is being forced to do something you don’t want to do. If partnering with another company means taking valuable options off the table, then you may be at a disadvantage.

If your partner implies or directs you not to do business with their competitors because they would like for you to instead use their services or their partner’s services, think it through.

Before officially entering a partnership, imagine your shop one year, five years and ten years down the road. Where will it be then? What will happen if your shop grows? What if innovation has slowed down with your partner? Will you be allowed to innovate your business by using new tools and solutions that become available in the future?

If you’re restricted in a way that prevents you from innovating or adapting to market conditions by testing other products, tools, solutions, and software, you may be handcuffed and unable to compete with other shops.

Modern Auto Repair Shop Customer Service Sells More Maintenance Work

May 15, 2023

Read time: 3 min

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Drivers typically come in with an expectation of what's wrong with their car, which can make it tricky to sell maintenance work. They might think you're trying to squeeze more money out of them, or may simply have a set budget in their mind and don’t plan on spending extra.  

In reality, you're simply trying to go above and beyond and provide them with the best service possible. So how do you show that, and which tools will help you transform the way you sell maintenance?

Here’s how to build customer trust while staying true to your auto repair shop’s mission of providing optimal maintenance recommendations.