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.
No items found.

The Biggest Benefits of a Cloud-Based Auto Repair Shop Management System

November 2, 2023

Read time: 3 min

read more

Think about your own day-to-day experience in and around your shop. What’s slowing you down, and what do you wish could be easier?

Maybe it’s showing customers inspection findings, maybe it's just keeping track of all your repair orders as you wait for parts or approval to start work. Or maybe it’s bringing in new business.

No matter what you think could be improved, chances are there might be a better tool for the job of helping you manage your shop.

How to Simplify the Checkout Process With Auto Repair Shop Invoice Software

October 26, 2023

Read time: 3 min

read more

While it’s important to focus on customer service and providing reliable repair work, your shop’s entire repair process, from beginning to end, should be consistent. If your shop has stellar processes for greeting customers, writing estimates, selling work, and completing work, you can stick the landing with a solid check out process.

If done the right way, your shop’s invoicing process will enhance the efficiency in your shop while leaving a positive, lasting impression on customers.

The invoices your shop hands out are a representation of how transparent your shop is. Your customers will gain visibility into exactly what they’re paying for. And the more they can understand an invoice, the more they can answer the question we’ve all asked ourselves when we’re customers, “Okay, what am I paying for?”

So, why not end on a strong note? Make your shop’s customers feel more at ease with easy-to-understand invoices.

Here are four ways to simplify your shop's invoicing process.

No items found.

Why Service Advisors Will Love a Cloud-Based Shop Management System

October 25, 2023

Read time: 3 min

read more

Service advisors serve as the major touchpoint between customers and your shop. While they ultimately need to build repair orders for technicians, they need to get that information from the customer. 

And vice versa, when technicians provide inspection findings, service advisors explain those findings to the customer to figure out the best path forward.

That's why service advisors need to make customer service a focal point of their role, to build that trusting relationship between the customer and your shop.

Because when customers feel like they can trust that your shop is giving them the right recommendations, they'll feel more comfortable approving repair orders for the work their vehicles need to keep running safely and reliably.

No items found.

Tekmetric Welcomes New Vice President of Marketing

October 20, 2023

Read time: 3 min

read more

HOUSTON – October 18, 2023 – Tekmetric, the leading automotive repair software company, has announced the appointment of Clare Corriveau as the company's new Vice President of Marketing. With an extensive background in the software industry, Corriveau brings a wealth of experience and strategic vision to the Tekmetric team.

“Clare's depth of experience and strategic acumen in the technology sector will be instrumental in driving our marketing efforts and advancing our position in the market,” said Sunil Patel, CEO of Tekmetric. “With her leadership, we look forward to reaching new milestones in our top-tier customer service and innovative solutions.”

Corriveau's professional journey spans 17 years across a variety of brands and products in B2B technology. Her proven track record in demand generation, marketing strategy, product positioning and brand development underscores her significant  role in Tekmetric’s continued growth. In her new position, Clare will be instrumental in guiding Tekmetric’s marketing initiatives and brand development. Her responsibilities encompass enhancing brand visibility, devising and implementing marketing strategies and bolstering the company's foothold in the automotive repair software market.

Before joining Tekmetric, Corriveau was the Senior Director, Growth Marketing at cybersecurity startup Cobalt, where she led the demand generation team to drive revenue growth along every stage of the buyer and customer journeys. Prior to Cobalt, Corriveau served in several director- and manager-level roles with OneTouchPoint, Gotransverse, Blackbaud and more.

“I am thrilled to join Tekmetric, a pioneering force in automotive shop management solutions. Their commitment to revolutionizing the industry and empowering automotive professionals aligns perfectly with my own passion for innovation and customer-centricity,” said Corriveau. “I look forward to contributing to Tekmetric’s journey of empowering auto repair shop owners to increase efficiency in their operations and ultimately grow their business.”

About Tekmetric

Tekmetric, a Houston-based auto repair technology company, offers a cloud-based platform that enables auto repair shop owners to enhance productivity and increase profitability through its streamlined workflow management processes.

Designed by a former shop owner, Tekmetric’s platform drives shop efficiency through real-time data, a customizable user interface and customer-centric communication tools. Since its launch in 2016, Tekmetric has disrupted the industry with its robust fully-integrated system, developed with an emphasis on customer transparency and user collaboration. For more information, visit www.tekmetric.com.

The Ultimate Auto-Repair Data Security Checklist

October 20, 2023

Read time: 3 min

read more

Safeguarding the physical and digital confidential assets of your business is of utmost importance for any repair shop owner. However, figuring out the right steps to initiate this process can be challenging.

The Importance of Security

Shop owners must always know who is coming in and out of their shops, this can be monitored by alarms and security camera systems throughout and around the building to insure the physical protection of the digital systems within the shop.

For those who are working in the shop, they should be trained on the protection of proprietary data within the shop by implementing password management, data integrity, and regular system backups.

Finding the Right Tools for the Job

Choosing a shop management system such as Tekmetric can help you manage your shop more efficiently, automate your processes and improve your overall customer communications while keeping your data secure and protected.

Shop management systems have proven to be beneficial for protecting data in the case of natural disasters or fires. When you are looking for a shop management system to protect your data be sure to choose the system that is transparent regarding their systems data backup process and insurance in the event of a breach. ‍

Switching to the Cloud

Deciding to make the switch to cloud-based systems for data storage and accessibility such as Tekmetric can give shop employees and owners peace of mind knowing that their digital confidential assets are safe and secure.

Training and empowering employees on how to protect digital information is equally as important as physically protecting your shop with security alarms, cameras and locks.

By implementing the right processes and tools, shop owners and their employees can be confident that their shop's data is secure, accessible and protected from unexpected crises. 

For more information, view our data security checklist here

How to Use an Auto Parts Markup Matrix to Maximize Your Shop’s Gross Profit

October 19, 2023

Read time: 3 min

read more

If your shop isn't using at least one mark up matrix to get the most out of your parts sales, then you might be leaving a lot of money on the table.

In fact, auto repair shops have an amazing opportunity to maximize their profit margin on parts sales in particular. Especially when you consider the tools available to support and simplify the entire process. Gone are the days of using pen and paper or busting out the calculators.

Cloud-based shop management systems have made it easier than ever to not only manage your shop, but really get the most value out of the work you're already doing.

Using a parts matrix in particular is one of the most important aspects in making sure your shop is profitable. By building streamlined process for marking up parts, shops can ensure grow your shop’s profit margin while staying fair to customers.

How Auto Repair Shops Can Bring In Even More Business

October 3, 2023

Read time: 3 min

read more

Summer is a busy time in the auto repair industry, and 2020 was no exception.

But as the seasons change to fall and winter, we notice that fewer people are taking their vehicles in for repairs. Of course, this varies from state to state. Auto repair shops in colder climates may still see a steady flow of customers as drivers winterize their vehicles.

In most places, a slow down in business is to be expected.

While there may be fewer walk-ins, there are several ways shop owners and service writers can stimulate business and maintain a healthy sales funnel.

Your Shop's Guide to Digital Vehicle Inspections

September 15, 2023

Read time: 3 min

read more

Digital Vehicle Inspection software enables auto repair shops to go beyond a traditional paper system for inspections and repair order estimates.

Customers have become accustomed to a digital experience every time they shop, and having their car fixed is no different. Auto repair shops need to update their processes to meet those expectations. When look specifically at auto repair shops, there are even more opportunities to go digital beyond receipts.

Printed estimates may seem like a professional way to present work to customers. But the problem is that paper estimates don’t really show drivers what’s wrong with their vehicles.

The result? Customers approve a small sliver of work, or worse, go to another auto repair shop for a second opinion.

Digital vehicle inspections not only save time and paper but also build trust and enhance the customer experience. Not to mention, they help sell larger repairs and increase customer loyalty.

Repairs Management Software: Tekmetric’s Job Board

September 6, 2023

Read time: 3 min

read more

On busy days, it can feel like there are a million things happening at your shop. Technicians are hard at work getting repairs knocked out and service advisors are helping customers. Even on slow days, there’s work to be done. You might decide to tackle that new marketing plan or personally call customers to remind them of service work they’d previously put off.

No matter the circumstances, it’s important to have a way of juggling and managing it all. However, keeping track of everything with pen and paper, a whiteboard, or just by playing it by ear can quickly turn into a headache. After all, those methods are unreliable and complicated. Information can easily get lost in the mix, and all it takes is for one misunderstanding to knock things off track.

Repairs management software can keep you and your team on track and free up your time as a shop owner so you can focus on the high-level aspects of growing your business. Service advisors can use Tekmetric’s Job Board to see the status of repairs, appropriately delegate tasks to technicians, and give customers updates every step of the way.

How to Synergize Your Auto Repair Shop Invoicing Software With the Rest of Your Business

August 28, 2023

Read time: 3 min

read more

Hey auto repair shop owners! When’s the last time you examined your invoicing process?

Your shop’s invoicing process may seem like a small part of your business. But your auto repair shop invoicing software presents an oft-overlooked touchpoint with your customers. If you approach it strategically, your invoicing process can be adjusted swiftly and easily to yield tangible improvements to your bottom line.

For customers, the invoicing stage is likely the cause of some amount of stress; it’s never fun to write a big check to get your vehicle fixed.

For shop owners, the invoicing stage is an opportunity to show customers that they’re being taken care of. According to an extensive JD Power customer survey analysis of auto repair customers, “...Quality work done promptly, explained clearly, for a fair price, and delivered with excellent customer service is what leads to customer satisfaction among American drivers.”

A frictionless auto repair shop invoicing software that connects to the rest of your business allows you to build customer loyalty, as well as upsell, cross-sell, and reach a broader customer base. When you take care in how you invoice, and note the impact invoicing has on everything else, you can turn what is normally a stress-inducing process for customers into a process that builds trust and maintains a positive image for your shop.

Here’s how you can find synergy between your auto repair shop invoicing software and other parts of your process to build customer loyalty, improve your marketing, fuel sales, and grow your business.

How Auto Repair Shops Can Plan Ahead With Real-Time Reports

August 18, 2023

Read time: 3 min

read more

Do you ever wish you could see into the future? As a business owner, being able to predict how much business you will get during a week, a month, or a year can help you make important decisions regarding marketing your services, taking on more work, hiring more employees, or even knowing when to expand your business.

Of course, there are always going to be unforeseen situations. No matter how much technology you have, there’s no surefire way to predict accidents, natural disasters, or other changes in life circumstances. Fortune telling aside, shop owners can use real-time reports to forecast the health of their business and get a sense of how much money their garage is expected to make before the end of a week, month, or year.

Here’s how you can leverage two of Tekmetric’s real-time reports in combination to forecast your shop’s performance and test the decisions you make as a shop owner.

The Best Auto Repair Shop Software Features Increasing Shop Profitability

July 20, 2023

Read time: 3 min

read more

One of the most challenging parts of being a service advisor is building trust with drivers. Many drivers already feel apprehensive about spending money on repairs, but you’re still tasked with letting them know exactly what’s wrong with their car. And sometimes, that means identifying more issues than they were expecting.

At Tekmetric, we’ve heard a lot of great tricks of the trade from service advisors like you. And we’ve designed Tekmetric with many of these insights in mind. By leveraging Tekmetric’s capabilities, you can more effectively upsell, cross-sell, and reach more customers—and see your shop’s ARO and gross profits rise.

Here are the best auto repair shop software features within Tekmetric to help you flourish in your role.