blog

Welcome to the Tekmetric Blog

Thoughts, perspectives, and industry commentary from the Tekmetric team

Google Ads for Auto Repair Shops: Free Guide + Strategies

read more

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.

Tek-Tip: Don't have enough time to run marketing campaigns? Learn more about Tekmetric Marketing, featuring online appointment booking, SEO-optimized websites, and automated review management.

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.

browse the latest articles

All tags
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Announcing Shared Customer History for Multi-Shop

April 29, 2024

Read time: 3 min

read more

Tekmetric Multi-Shop is designed to give owners everything they need to manage multiple shops in one place. Our goal is to help your team gain back time, make more informed  decisions, and maximize your shops’ margins!

Our latest update for Tekmetric Multi-Shop, Shared Customer History, does just that! With stronger cohesion between different locations, multi-shop owners and service advisors can simplify their workflow and provide a more seamless customer experience.

Introducing Smart Jobs: The Revolutionary New One-Click Job Building Tool

April 29, 2024

Read time: 3 min

read more

Smart Jobs is a revolutionary new way to build jobs in Tekmetric with just one click. Shop management software, at its core, is meant to help you build jobs, and we wanted to streamline that process as much as possible. So that’s what we did!

Your typical repair order may have one or more jobs packaged together. Usually that requires a lot of clicking around to find the right labor rates, and the right parts, sourcing the parts you don’t have, and applying the right markup matrices, over and over again.

That means an extra click for every single step. If you ask us, that’s too many clicks.

The reality is that all shop management systems require far too many actions for what really should be a one-click process. 

When we set out to create Tekmetric, we set out to revolutionize the independent auto repair industry. We wanted to simplify, yet maximize the work your shop does.

We’re certain you’ll love how much Smart Jobs does just that.

"Smart jobs is a must have, it'll speed up your service writing by a huge amount.” - Chris Chagnon, COO at the Cardinal Plaza Shell
No items found.

The Most Important Auto Repair Shop Metrics to Track

April 29, 2024

Read time: 3 min

read more

There are tons of daily and long-term decisions you have to make to continue growing your business. That means there's a lot of information to keep track of to stay organized.

With the right tools, like real-time reports in your shop management system, it's easier to organize and track everything happening in your shop and to use all of that data at your disposal. In this case, that tool is a modern shop management system.

With every aspect of your shop managed and tracked with a cloud-based SMS, shop owners can use real-time reports to forecast the health of their business and gain a sense of how much money their garage is expected to make before the end of a week, month, or year. 

Here are the most important auto repair shop metrics to track in a cloud-based shop management system.

No items found.

5 Benefits of Using a Shop Management System to Run Multiple Shops

April 24, 2024

Read time: 3 min

read more

With a complete view of how all your shops are performing and access to the tools needed to make changes quickly, shop management systems help run your shop with smooth and agile business operations, provide a consistent experience for customers, and ultimately maximize revenue and support your shop's growth.

Features such as unified reporting across all your shops and shared customer history work to create seamless processes for managing your business as a centralized organization.

Tread Ahead with Tire Suite

April 16, 2024

Read time: 3 min

read more

In the fast-paced auto repair industry, delivering exceptional service and ensuring vehicle safety is paramount. This is where Tire Suite comes in — a solution that simplifies tire management, letting you save time and gain peace of mind.

Tire Suite is a comprehensive solution designed specifically for tire shops. Whether you're struggling with time-consuming DOT# registration processes, concerned about protecting your shop from risk, or looking to save money and boost profits, Tire Suite has you covered.

Streamline Your Processes, Save Valuable Time

Time is money, especially in the fast-paced world of tire shops. With Tire Suite, you can say goodbye to the days of manual paperwork and tedious DOT# registration processes. Our platform automates the entire registration process via Tiremetrix, saving you valuable time that can be better spent serving your customers or growing your business. By streamlining your processes, Tire Suite allows you to focus on what matters most – delivering exceptional service to your customers.

Our platform not only streamlines your processes for DOT# registration but also helps streamline tire sourcing. Access vehicle-specific tire specifications swiftly, facilitating seamless tire selection for your team. Easily search your inventory or seamlessly add tires as needed parts, enabling effortless tire sourcing through integrated parts ordering.

Protect Your Shop, Ensure Compliance

Compliance issues can be a nightmare for tire shop owners, leading to costly fines and penalties. With Tire Suite, you can rest easy knowing that your shop is fully compliant with DOT# regulations. Our platform simplifies the registration process and provides ongoing support, helping you avoid unnecessary risks and protect your business from potential liabilities. By investing in Tire Suite, you're investing in the long-term success and sustainability of your shop.

Take Your Tire Shop to the Next Level with Tire Suite

Ready to take your shop to new heights of efficiency and success? It's time to discover the power of Tire Suite. Say goodbye to wasted time, compliance concerns, and unnecessary expenses – and say hello to a brighter future for your shop.

SiriusXM and Tekmetric to Provide Enhanced Customer Experience at Auto Repair Shops

April 10, 2024

Read time: 3 min

read more

With the SiriusXM Platinum Plan, customers receive access to hundreds of SiriusXM channels featuring ad-free music plus sports, talk, entertainment, news, and comedy that they can enjoy both in their vehicle and outside the car with the SiriusXM app.

“We recognize the immense opportunity this collaboration with SiriusXM presents for repair shop owners,” said David Weiner, Chief Revenue Officer for Tekmetric. “At Tekmetric, our goal is to provide shop owners with a wide range of options to enhance their customer experience. Enabling a complimentary SiriusXM subscription on our platform is just one way we empower shop owners to offer added value, sustaining loyalty and satisfaction among their customers.”

In addition to enhancing customer experience, this integration is streamlined for shop owners to easily apply it to their shop. With just two clicks, shop owners can seamlessly activate the integration and begin providing the SiriusXM trial subscription to customers as a thank you after service visits. For instructions to enroll your shop today, please click on this link: https://siriusxmforshops.com/Tekmetric.

Digital Vehicle Inspection Software: 7 Core Features to Look For

April 5, 2024

Read time: 3 min

read more

When researching digital vehicle inspection software solutions, you should look for these seven core features that benefit your team and your customers:

  1. A searchable DVI history
  2. The ability for technicians to attach photos and videos to inspections
  3. A color-coded system that indicates the severity of inspection findings
  4. A direct tie-in to parts and labor data when building estimates
  5. The ability to add canned jobs when building estimates
  6. Digital authorization
  7. Automatic saving and tracking of declined jobs

1. Searchable DVI History

When shopping for digital vehicle inspection software, make sure that you can easily look back on past inspection findings. When service advisors are able to quickly find out what was uncovered during previous inspections, they’re less likely to miss a repair opportunity and leave money on the table. They can simply pick up where they left off, helping your shop sell more repair work.

2. The ability for technicians to attach photos and videos to inspections

It’s one thing to tell a customer, “Hey, your car has really bad engine corrosion.” It’s another thing to show the customer a photo of the orange, brittle-looking rust all over their engine. When customers can see what’s really going on with their vehicles, they’re more likely to trust your team’s word and authorize repairs right then and there. They’ll be less inclined to shop around for a second opinion or tell you, “Oh, I’ll sleep on it and come back tomorrow.”

A digital vehicle inspection software that enables technicians to quickly attach photos and videos will help your team keep repairs moving along and build customer trust.

3. A color-coded system that indicates the severity of inspection findings

When explaining repairs to customers, the best route is often the simplest one. Instead of spending time speaking or writing about the intricacies of each inspection finding, service advisors can leverage digital vehicle inspection software that uses a simple, color-coded system to instantly give customers an idea of how urgent each inspection finding is. For instance, an inspection finding marked in green would indicate that everything is good to go, one marked in yellow would indicate something that might need attention down the line, and red would indicate the need for immediate action.

4. A direct tie-in to parts and labor data when building estimates

It’s vital for service advisors to weave in the right parts and labor data when building estimates. But doing so manually is a tedious process. With everything going on, service advisors might accidentally scribble down the wrong piece of information, resulting in the customer getting the wrong parts and labor pricing, or inaccurate parts availability.

Digital vehicle inspection software with a direct tie-in to parts and labor data helps service advisors create accurate estimates from the get-go, so there are no unpleasant surprises for anyone at the shop come estimate-review time.

5. The ability to add canned jobs when building estimates

On a daily basis, service advisors may find themselves writing the same types of findings on estimates over and over.

Digital vehicle inspection software with a canned jobs feature will eliminate a lot of this repetition by enabling service advisors to add pre-saved jobs to estimates in a matter of seconds. That way they can complete inspections faster and get estimates in customers’ hands as soon as possible.

6. Digital authorization

The easier you make it for your customers to authorize repair work, the more likely they’ll quickly do so. That’s where digital vehicle inspection software with digital job authorization steps in. Service advisors won’t have to track down customers to get their verbal or written approval to start repair work. Instead, customers can approve or decline individual jobs from the moment they get their estimate.

7. Automatic saving and tracking of declined jobs

Some repair work is going to get declined for various reasons. But don’t worry. Declined jobs show that your shop is thorough with inspections and estimates; your team caught every budding and existing issue with each vehicle. Think of declined jobs as future business opportunities for your shop.

However, remembering and keeping track of declined jobs can get tricky with a pen and paper method. Service advisors might totally forget about these opportunities, or if they remember, they’ll have to dig through stacks of paper or navigate folder after folder on a computer just to find the right estimate.

Digital vehicle inspection software that has a “declined jobs” feature enables your service advisors to pick up right where they left off the next time a particular customer walks into your shop. They’ll be able to search which jobs the customer declined last time, and recommend taking care of those issues. The results? You’ll get more business and impress your customers with your great customer service.

Social Media for Auto Repair Shops: The Complete Guide

April 1, 2024

Read time: 3 min

read more

Should auto repair shops focus on social media marketing?

How many people do you know who spend a substantial amount of time on Facebook? Or hours watching YouTube? How can your business take advantage of how easy it is to get in front of potential customers?

Social media became the leading online activity in 2013 and has grown ever since. According to a Backlinko study, there are 5.24 billion global social media users that average over 2 hours a day on social media platforms. The top three social media platforms are Facebook, YouTube, and WhatsApp.

Chances are that your potential new customers are spending more time online than anywhere else. Is your auto repair shop doing everything it can to reach them?

Average social media user growth compared year over year.

Source: https://backlinko.com/social-media-users

Social media channels are key for boosting your shop's reputation and make a big difference when it comes to driving referrals and repeat customers. Engaging your local community will keep you top-of-mind as a reliable, trustworthy place for your guests to get their vehicles repaired.

10 effective social media strategies for auto repair shops

Social media channels are one of the most powerful forms of word-of-mouth advertising; more and more people go on social media to make purchasing decisions as well as socialize with friends and family members.

By having a strong social media presence, it makes it easier for the people you serve to share information about your shop, whether that be promotions, insightful posts, or even fun photos that your auto shop shares. But there are so many ways to engage the people in your service area on social media that it can be tough to know where to start.

To make things easier, here are ten ways that your auto repair shop can use Facebook, Instagram, YouTube, LinkedIn, TikTok, Twitter and other channels to interact and socialize with potential customers and loyal guests.

1. Think local

It’s important to remember that social media channels—especially Facebook—are places where people often go to talk about a shared experience. A lot of times, those experiences are local. Whether it’s how the sports teams in town are doing, where people like to go, or upcoming events, the bulk of many online social media conversations is still driven by what’s happening in our own communities.

Businesses are a big part of that conversation. How often have you seen friends or family members post a question on their feed like “Know any good restaurants in town?” People also post public reviews and recommendations of the places they go and the businesses they use on Facebook, Google, Yelp, and other channels.

While it may not be direct marketing, starting a dialogue about what’s going on in your community may be a good way to start some conversations. Are there any new happenings? Are there charitable or uplifting things that people are doing in your community? You can even talk about the local driving experience, highlighting best roads to take during certain times of the week and any ongoing construction projects that drivers may want to be careful when diving past for the sake of their vehicle.

These are just a few of the things that you can address on your Facebook page to get guests talking and make your shop more approachable.

2. Local charities and events

Looking for ways to play a bigger role in your community? Consider using your social media pages to focus on other businesses, events, and charitable activities in your town. While this may seem to take the focus off of your shop and services, it shows your neighbors and guests that you care about the well-being of your community at large.

Example social media post.

For example, Casey’s Automotive in Chantilly, Virginia promotes and partners with the local charity, Ellie’s Hats, an organization that raises funds to support children who have been diagnosed with cancer. Every year, Casey’s and Ellie’s Hats hold an annual Spring Fling car show where the kids get to help hand out prizes for different cars and people get custom-built trophies made out of car parts. By partnering up, Casey’s is not only helping make the world better by living out their values but also engaging the community and gaining potential future referrals.

3. Teach your followers something cool or valuable

Showing guests how to do something is a great way to give them something of value, establish leadership, and build trust. A good auto shop owner can always appreciate guests who take care of their vehicles between visits, so showing guests how to take care of their car may be worth sharing and demonstrate that you truly care about your guests’ vehicles.

Tek-Tip: Use video.

Consider using videos. They are visually engaging, which is good for teaching something, and they have a strong track record of driving web traffic in search engines and on social media. According to Marketingland, 62% of Google universal searches include video; per Hubspot, social video posts garner 48% more views than other kinds of posts. Christian Brothers Automotive posts regular video tips on their Facebook page, like this one about tire safety.

In addition, some guests may find things that are simple for technicians and other experienced vehicle owners, such as performing an oil change or rotating tires, to be difficult or more of a hassle than they want to take on, and will instead bring the job to you.

Tek-Tip: Consider your audience.

If your shop helps the average daily driver, you may be able to teach them something basic like how to refill their wiper fluid or change a tire. But if your shop services clients who already know the basics, you may want to show them something more exciting and sophisticated like:
-How we installed a 10 point roll cage in a Jeep Liberty.
-Lift kit tipsHow to install a winch and/or lightbar to an off road vehicle
How to reset the oil light on particular vehicles

4. Show gratitude and understanding

Guests are the backbone of any auto repair shop. Without them, you wouldn’t be in business. Show your guests that you value them! Sometimes this is better done in person, but if a guest is particularly loyal, or you provided them with some interesting, exciting repair work, you may want to ask them if you can feature them on social media and thank them for coming in.

If someone leaves a 5 star review on Facebook, Google, Yelp or somewhere else, or says something positive about your business, be sure to thank them for taking the time to do so. If the review was not made on a public site, and you got it from a customer by email or text, you should ask them permission to share their review before posting it on social media.

If the review was not made on a public site, and you got it from a customer by email or text, you should ask them permission to share their review before posting it on social media.

Either way, it’s like a trophy; show it off!

Example social media post.

Here’s an example of Excluservice in Rockville, Maryland showing off a five-star review on their Facebook page.

5. Respond appropriately to poor reviews

The best way to handle negative reviews (and chargebacks, for that matter) is to prevent them from happening in the first place by providing excellent customer service and communicating clearly with your customers. That said, there is always the chance that something will slip through the cracks or that someone will post something because they’re having a bad day. Not all negative reviews are within your control.

Most channels allow you to respond to guests. Talk to your service advisors and technicians to find the specific circumstances of the complaint being made so you have all the facts before responding.

Then, respond in a timely manner; you don’t want to let a review linger for days before responding.

When you do respond, stay courteous and professional, no matter how rude or out-of-line the customer’s review is. If you are able to encourage them to take the conversation offline by calling you, do so. Sometimes, a little attention will encourage the customer to remove their negative review.

If not, at least the public can see that you paid attention and took every possible step to meet their needs. If the review is entirely fabricated, you may be able to challenge it through an official appeal process on the site; Yelp, for example, allows you to flag a review for removal.

It’s also helpful to be proactive about gathering positive reviews so they drown out the negative ones and lessen their impact on both your potential customers’ shopping experience and your overall average business rating on the review site.

6. Highlight seasonal holidays & events

The holidays are a natural part of the yearly newscycle. They’re also fun for a lot of people, and a time when families and friends come together to celebrate something important. By highlighting holidays and using proper hashtags, your shop can gain more attention, inspire action, and be a part of the community's seasonal activities.

Don't forget to use the proper hashtags for seasons and events in your posts. These can help gain attention, but only if you use hashtags that show up in news feeds!

Some holidays move around on the calendar, but here are some dates and hashtags to use for certain holidays and events that take place over the course of the year:

January

  • 1st, #NewYearsDay
  • 16th, #GetToKnowYourCustomersDay
  • 20th, #MLKDay
  • 25th, #ChineseNewYear (1/25 - 2/8)

February

  • 4th, #WorldCancerDay
  • 14th, #ValentinesDay
  • 17th, #KindnessDay (Random Acts of Kindness Day)
  • 22nd, #NationalMargaritaDay (Don’t drink and drive!)
  • 25th, #MardiGras (Same as above)
  • 27th, #NationalRetroDay

March

  • 6th, #EmployeeAppreciationDay
  • 8th, #InternationalWomensDay
  • 17th, #StPatricksDay
  • 23rd, #NationalPuppyDay
  • 25th, #WaffleDay
  • 28th, #EarthHour
  • 30th, #NationalDoctorsDay

April

  • 1st, #AprilFools
  • 15th, #TaxDay
  • 16th, #HighFiveDay
  • 22nd, #EarthDay

May

  • 4th, #MayThe4thBeWithYou (National Star Wars day)
  • 5th, #ThankATeacher (National Teacher’s Day)
  • 10th, #MothersDay
  • 12th, #NursesDay
  • 15th, #ChocolateChipDay
  • 21st, #AccessibilityAwarenessDay
  • 25th, #MemorialDay

June

  • 5th, #DonutDay
  • 6th, #HigherEducationDay
  • 8th, #BestFriendsDay
  • 12th, #NationalAutomotiveServiceProfessionalsDay
  • 14th, #FlagDay
  • 15th, #NativeAmericanCitizenship
  • 21st, #FathersDay
  • 30th, #SMDay (Social Media Day)

July

  • 1st, #TellAJoke (International Joke Day)
  • 4th, #IndependenceDay
  • 7th, #WorldChocolateDay
  • 14th, #BastilleDay
  • 17th, #WorldEmojiDay
  • 19th, #NationalIceCreamDay
  • 26th, #ParentsDay
  • 30th, #InternationalDayOfFriendship

August

  • 15th, #NationalRelaxationDay
  • 19th, #WorldPhotoDay
  • 26th, #NationalDogDay

September

  • 5th, #InternationalDayOfCharity
  • 6th, #ReadABookDay
  • 7th, #LaborDay
  • 21st, #DayOfPeace
  • 29th, #NationalCoffeeDay
  • 30th, #InternationalPodcastDay

October

  • 4th, #NationalTacoDay
  • 16th, #NationalBossDay
  • 31st, #Halloween

November

  • 3rd, #ElectionDay (2020)
  • 11th, #VeteransDay
  • 13th, #WKD (World Kindness Day)
  • 26th, #Thanksgiving (2020)
  • 27th, #BlackFriday (2020)
  • 28th, #ShopSmall (Small Business Saturday, 2020)
  • 30th, #CyberMonday (2020)

December

  • 1st, #GivingTuesday (2020)
  • 3rd, #IDPD (International Day of Persons with Disabilities)
  • 9th, #ChildrensDay
  • 10th, #HumanRightsDay
  • 25th, #Christmas
  • 31st, #NewYearsEve

Tek-Tip: Stay ahead of the calendar.

Since holidays come at the same time every year, you can work them into your social media marketing and your marketing calendar as a whole. Planning out your holiday tactics in advance gives you the time to study consumer trends and behavior as well as outline your campaigns so you don’t have to think on the fly. Map the holiday calendar in advance for less stress, more insights, and stronger returns.

Tek-Tip: Don’t forget to include local events!

If your service area has a local festival or event (like the Bluebonnet Festival in Burnet, Texas or the Art Car Parade in Houston), don’t forget to highlight them with the proper hashtag, too! You may even consider reaching out to the event organizers to help sponsor the event.

7. Social media contests

Everyone loves a raffle, and everyone loves a gift card. Gift card lotteries are a simple way to encourage people to like your posts, share your posts, and provide you with a good review.

We often see auto shops use monthly gift card drawings as a way to continually drum up engagement. It’s also a good way to work in some general education for your customers.

For example, you can make the gift card amount match the exact amount of an oil change to remind customers that they need to get that done to take the best possible care of their vehicle.

Photo contests are another way to get more exposure and traffic to your social media page. You can pick a topic and encourage guests to post or submit their photos on social media and tag your auto shop. Create an award, like a service certificate or gift card, and pick a winner!

8. Like, share, and comment

It’s not enough to just post content and hope people engage with it. Remember to like, share, and comment on your own posts and on other people’s, too, when it’s appropriate.

Sometimes reminding page visitors to like, share, and comment on your own posts is all that’s needed to encourage them to engage.

Here are some example posts that you can try on your own feed:

  • "Like us and share your experience on social media and get $5 off!"
  • "First 5 people to share and comment get 15% off their next visit."
  • “We’re proud to support first responders. Share this post if you are, too.”
  • “We’re always trying to improve our guest experience. What can we do to improve our service to you and our community? Tell us in the comments.”

9. Diversify your channels

Between Google My Business, Facebook, YouTube, Instagram, TikTok, and even your shop’s website, there are a lot of places where potential guests may go for information. Posting on all platforms may seem complicated at first, but you can always reshare content. For example, if you post a blog or new service page on your site, be sure to share it on Facebook and Twitter. Did someone leave a good Google review? Post about it on Facebook and thank them! Just upload a YouTube video? Share it on Facebook!

Tek-Tip: Use online marketing management tools like Hubspot, Shopgenie, or Hootsuite.

Sometimes when you’re using multiple social media channels, it is best to view them all in one dashboard. Tools like Hubspot help you schedule posts, view post engagement, see analytics, and manage conversations all from a single dashboard. Some tools also help manage reviews, which can be beneficial as its own process for you and your shop. Different tools have varying capabilities and vary in complexity and pricing, so find the one that is right for you.

Some social media sites, like Facebook, have built-in scheduling tools that could make it easier to schedule posts without using an outside platform.

Also remember it’s okay to start small; you don’t have to use every single social media channel. If you find a channel does not drive leads by engaging customers or driving search traffic to your website or social media pages, don’t use it.

You are not obligated to use every social media network and may find that it’s only worth using one or two for your business.

10. Have fun!

Probably the most important tip of them all: have fun. Remember, social media is typically a place where people go to engage with socially engaging content. Content that is too serious may make your feed look stale, and make it difficult for potential customers to relate to your brand.

Example social media post.

If you can capture your technicians, service advisors, and even yourself having a good time, it breaks the ice and may entice people to do more business at your shop. We’ve seen shops post pictures of team building events as well as pictures that show off their goofy side; the team at Casey’s Automotive has done a good job of posting lighthearted content and photos of their team having a good time, and it has helped them gain more than 2,000 followers.

On May 4th, you can have your team pose for a lightsaber battle. October 16th is National High Five day, so be sure to post some good high-five pictures and emojis on your Facebook page. 🙏 👏

Example social media post.

Social media post ideas for auto repair shops

Customer-Centric Content

  • “Car of the Week” Feature – Showcase an interesting repair job or classic vehicle that came through the shop.
  • Customer Spotlight – Share a short story or testimonial from a happy customer (with permission).
  • Before & After Visuals – Post transformation photos of a repair or detailing job.
  • Behind-the-Scenes Tours – Give a video or photo tour of your shop and introduce your team.

Educational & Helpful Tips

  • Seasonal Maintenance Reminders – Inform customers about what their vehicle needs in winter, summer, etc.
  • “Tech Tip Tuesday” – A weekly snippet of car care advice from your technicians.
  • Warning Signs 101 – Teach customers how to spot common issues (noises, leaks, dashboard lights).
  • Myth-Busting Posts – Tackle popular car care misconceptions.
  • Checklist Downloads – Share helpful PDFs or graphics (e.g. "Maintenance reminder checklist").

Interactive & Engaging Posts

  • “Guess the Problem” Game – Post a photo or video clip and have followers guess the issue.
  • Vote for your favorite car - Create a poll asking followers to pick their favorite car.
  • Customer Q&A Sessions – Invite followers to drop questions in comments for your techs to answer.
  • Throwback Posts – Share old shop photos or stories from the early days.

Trust & Transparency Builders

  • Meet the Team Posts – Personal bios, favorite tools, or “a day in the life” of a tech.
  • Explainer Videos – Short clips that walk through common repairs or shop processes.
  • Tool Spotlight – Show off unique or advanced tools you use and why they matter.
  • Customer Review Highlights – Turn your Google or Yelp reviews into branded quote graphics.

Fun, Culture & Promotions

  • Shop Culture Moments – Celebrations, birthdays, pets in the shop, or Friday playlists.
  • Contests & Giveaways – Oil change giveaways, “Tag a friend who needs a tune-up” style promos.
  • Local Business Shoutouts – Cross-promote other small businesses in your area.
  • Milestone Celebrations – Anniversaries, number of vehicles serviced, or team achievements.

Final thoughts

Remember, engaging guests on social media is just one way to improve your auto repair shop. There are other important marketing strategies to utilize such as search engine optimization, Google Ads, email marketing, and more. Lastly, always focus on creating an amazing customer experience to encourage customers to share their experience with others.

Maximizing Auto Repair Shop Customer Service: A Guide to Selling Maintenance Work

March 29, 2024

Read time: 3 min

read more

Maximizing Auto Repair Shop Customer Service: A Guide to Selling Maintenance Work

Training service advisors how to properly sell maintenance work can create more loyal customers.

Drivers typically come in with an expectation of what's wrong with their car, which can make it tricky to sell maintenance work. Drivers 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 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.

Why Selling Maintenance Work Can Be a Challenge for Auto Repair Shop Customer Service

According to a survey conducted by AAA, 76% of U.S. drivers said that recommending unnecessary services was the top reason they do not trust auto repair shops. The survey also points out that ⅔ of U.S. drivers have managed to find an auto repair shop that they trust. Whether it’s an independent auto repair shop, or a chain repair shop, trust needs to be at the forefront of the customer experience.

Service advisors may be hesitant to sell maintenance work and only focus on the problem at hand because they don’t want to come off as pushy. But not recommending maintenance work can be a disservice to customers who deserve to know about any and all issues with their vehicle, not just the ones they’ve noticed themselves.

Add a Maintenance-Focused Inspection and Sales Process to Your Auto Repair Shop Customer Service Routine

When it comes to selling routine vehicle maintenance work, it’s important to remember that routine check ups will make a big difference on customer’s cars. Similar to the human body, cars are complex systems. Just like the body has a heart, nervous system, and organs, cars have the engine, the vehicle bus, and the control unit. If one problem is ignored, that could lead to more issues, possibly more serious than the last. For example, if a driver puts off replacing their brakes, it could damage the car’s rotors, which in turn, could lead to loss of braking power. This gets us back to one of the most important benefits of selling maintenance work: it helps your customers stay safe and get as many miles out of their car as possible.

Benefits to Selling Maintenance Work

  1. Regular maintenance makes your customers’ lives easier. It prevents your customers from ending up on the side of the road and prolongs their vehicles’ lifespans.
  2. Customers save money. Maintenance work can prevent car issues from getting out-of-hand, which may lead to spending more on larger repairs in the future. And who doesn’t want to address maintenance work before it becomes a much larger expense?
  3. Providing maintenance inspections helps shops sell more work, which usually means higher ROs and a more profitable repair shop. Also, because maintenance work helps your customers’ vehicles last longer, they’re less likely to buy a new car, which they’ll probably get repaired at the dealership during the first few years.
  4. Maintenance inspections help you queue up more work for the future. Even if they decline the maintenance work, you now have a relationship. You can track those declined jobs, and the service advisor and technician can save time figuring out what all might be wrong with the vehicle and resell that work.
  5. Customers trust you more. When you provide reliable insights into your customer’s vehicles, your like their go-to car whisperer—a trustworthy person who reminds them to check stuff out on their vehicle before anything bad happens

Maintenance by Mileage

Shop owners, we recommend training your service advisors to check customer mileage at each visit and tracking it in your shop's auto repair shop customer service notes. By keeping track of customer mileage on each vehicle, you’ll be able to recommend maintenance work based on how many miles it has been since their last visit.

Mileage Recommended Car Maintenance
Every 3,000 - 7,000 Miles Replace oil and oil filters, inspect various fluid levels and wipers, check tires and lights
Every 15,000 miles Replace air filter
Every 20,000 miles Inspect battery and coolant levels
Every 30,000 miless Replace power steering fluid, inspect coolant levels, brake pads, and suspension components, check radiator hoses and HVAC system
Every 35,000 miless Inspect and replace the battery
Every 40,000 miless Replace spark plugs and wires, inspect ignition system and suspension
Every 60,000 miless Replace brake pads and fluid, inspect radiator hoses, timing belt, HVAC system, suspension components, and tires, check coolant levels, and power steering fluid levels

Mileage aside, a thorough digital vehicle inspection of all vehicle’s essential components should be performed regularly.

No items found.

How to Maximize Your Auto Repair Labor Revenue: A Three Part Crash Course

March 20, 2024

Read time: 3 min

read more

Adjusting your pricing on parts to make a profit is pretty straightforward. But when it comes to labor times for auto repair shops…that’s where things can get a bit tricky. Yes, you need competitive labor rates, but you also need to keep those rates reasonable so you don’t scare off your customers with sky-high prices.

3 ways your shop can make more money on labor:

  1. By using a labor matrix
  2. By creating custom labor rates
  3. By applying a labor guide markup

Before we dive into the differences between these three methods for setting the best labor times at your shop, here’s a quick refresher on the one thing these methods have in common: the labor guide.

What is a Labor Guide?

A labor guide is like the gospel of labor times for auto repair shops. It tells you how long, on average, it takes to complete different types of repair work. Remember that the times listed in auto repair labor guides are averages, so it’s best to treat them as a starting point.

Factors That Can Affect Labor Times for Auto Repair Shops

Let’s take a look at some of the factors to consider when determining how much to mark up (or mark down) your shop’s labor rates.

Age of Vehicle Older vehicles are often trickier to fix, especially because finding parts for them can require a time-consuming hunt across parts suppliers. You can make up for the time spent hunting down uncommon parts by charging more for all repairs involving vehicles over a certain age.
Geographic Location Some areas lead to different types of repair challenges that can affect the time it takes for repairs. For example, shops in Syracuse, New York—the snowiest city in America—might find themselves working with cars that have rust, which can significantly add to the time it takes to remove or even clean certain parts.
Experience of Technician Chances are, you’re already paying experienced technicians a higher base salary or hourly rate. However, certain situations might call for cranking up those numbers, like if you really need to put their skills to the test for a tricky repair for a client who wants it done ASAP.
Customer Needs You can offer customers who need their cars back fast a “Pro Tech” rate, where your tech wraps up the job in record time. When you’re asking techs to complete a job faster than the time on the labor guide, and still do a good job, the customer is getting special service. Be sure to let customers know that speediness comes with a surcharge.
Relationship With Customers It’s a good idea to consider giving loyal customers a special rate as a token of appreciation. With that said, industry leaders advise sticking to your labor rates as much as possible, because if it becomes a habit, you risk financially harming your business.

How to Choose a Reliable Labor Guide

A reliable auto repair labor guide is foundational for your shop when you’re setting labor rates, so you’ll want to use a labor guide that stays up-to-date with the latest labor times in the industry. Just like many people use online directories instead of the Yellow Pages, many auto repair shops use digital labor guides that are constantly updated with the latest labor times.

When seeking out a digital labor guide, look for one that:

  • Offers consistent, comprehensive data on labor times from industry leaders, so you can set accurate labor rates that will keep your shop profitable
  • Adds labor times for new vehicles and jobs periodically, so your shop’s pricing can stay competitive
  • Integrates with your auto repair shop management software, so you don’t have to dig through multiple systems

5 Benefits of Digital Vehicle Inspections For Your Shop

March 15, 2024

Read time: 3 min

read more

No matter what your auto repair shop specializes in, chances are you're facing similar challenges.

  1. New customers are hard to come by
  2. It can be difficult to keep even the most loyal customers coming back
  3. Repair work is frequently declined or pushed off

The reality is, people don't want to have to pay for an expensive fix when they don't directly see or understand the value or necessity behind the repair. We've become very used to simple solutions to complex problems, and more often than not customers wish their cars were like that too.

Auto repair shops can also be intimidating: they're loud, usually covered in oil, and they can feel like a trap.

That's why transparency is so critical in the auto repair industry, and why digital vehicle inspections have become such an important tool for shops. Customers want to know that they're only being charged for necessary work, and digital vehicle inspections help your shop show them that.

Digital vehicle inspections are just one aspect of your entire shop's workflow, but are an incredibly powerful foundation that go a long way in making your shop more money.

Why Match Parts from Repair Orders on Purchase Orders?

March 12, 2024

Read time: 3 min

read more

The Art of Knowing Where Everything Is

In auto repair, there are many moving parts to keep track of—both the literal parts your shop uses to repair vehicles, and the parts of your business that determine your shop’s efficiency, security, and ability to grow. If you want your shop to flourish, it’s crucial to devote part of your business to keeping track of the parts you order.

Many shops track parts in terms of cost of goods sold. The parts you need for the job are included on every repair order, so it’s easy to see what parts your customers are paying for as long as you have a solid process for building repair orders.

But what about in terms of accounts payable? How does your shop track how much you’re spending for parts from the supplier?