If you run an auto repair shop, chances are you have customers that think they know what’s going on with their vehicle as soon as they set foot in your shop. Although customers with preconceived assumptions can be frustrating at times, we have to give drivers credit for doing their research, especially now when we have a wealth of information at our fingertips.
You’re probably thinking to yourself, “Yes, but automotive repair estimates online aren’t always the best source of information.” And you’re right. But let’s think about ourselves for a second. As people who have experienced the world and have naturally developed our own worries, fears, and doubts, we tend to trust our own intuition and symptom-research sometimes more than we trust professionals.
And it’s a well known fact that consumers have a hard time trusting the auto repair industry—or any business that gives customers diagnoses for that matter. Just as people look up their symptoms online, and come to a conclusion on WebMD, they tend to do the same thing when something is wrong with their vehicle.
Whether it’s true or simply a situation where someone is convincing themselves they have said illness, the internet isn’t going anywhere. And let’s face it, we’re all guilty of using the internet for quick and easy answers, which is why it’s important to empathize with customers. Just as they may Google their symptoms, it is likely that they might type into the search bar, “Why is my car making a rattling sound?”
Of course, it is highly possible that the results that populate aren’t necessarily what an auto repair pro would point out to them. But whatever they find online still gives them some peace of mind, knowing they are informed before stepping foot into an auto repair shop that they may or may not trust.
It’s inevitable: people feel more protected if they understand—or even slightly understand—the issue at hand first.
Now, take a step back and think to yourself where your customers are getting their car repair information from. If you answered “auto repair estimate online tools,” you’re exactly right.
What are Free Car Repair Estimate Online Tools?
We’ve all seen these phrases online: “Get an Instant Estimate Now!” or “Know Your Car Repair Costs in Seconds!” There’s a good chance the words “fast” and “free” are also present. And, of course, for the average person, knowing how much they might have to spend on anything that they’ve invested a good amount of money on is enticing.
Now, let’s take off our professional cap and put on our drivers cap. When you see the words “free” and “estimate” online, there’s a chance you’ll want to check the link out for yourself. Your vehicle is a crucial element to your day-to-day routine, and your hard-earned money goes towards paying them off, any upkeep, preventative maintenance, and covering any unexpected repair costs. And we all know life doesn’t always go according to plan.
Auto repair cost estimator tools are exactly that: a tool to estimate how much you might have to spend on your car’s repairs. And if all a person has to do to receive an estimate on their phone screen is enter their zip code, vehicle year, make, and model, and the service needed to get some peace of mind, chances are they’ll do it.
Who Uses Car Repair Estimates Online?
Because automobile repair estimates online are so easily obtainable, it’s important to take a step back and look into who exactly is getting their vehicles repaired. Understanding our industry’s demographics will help you determine what type of person has a tendency to use online estimates prior to stepping foot in your shop.
In order to find the most accurate information on who accesses car repair estimate online tools, we had to not only look at the demographics of drivers who tend to get repairs, but also those who have the tendency to conduct research online before making a purchase.
A poll conducted by Harris Poll on behalf of Ally Bank has determined that people are no strangers to vehicle maintenance. In fact, the average American spends nearly $2,000 on vehicle repairs and maintenance over the course of 5 years.
And even more interestingly, the report broke the repair costs down into age groups:
Drivers between the ages of 18 and 34 spent $2,334
Drivers between the ages of 35 and 44 spent $1,978
Drivers between the ages of 45 and 54 spent $2,135
Drivers who were 55 and older spent $1,654
Over time, research has shown that 93% of American adults use the internet and 81% of American adults conduct research before making a purchase. Even more so, consumers who are researching auto parts are among the most likely to research products via search engines—80% for auto parts and 78% for tire dealers.
As a shop owner, you probably know better than anyone else your customer demographic, so we figured it’d be interesting to dive into internet usage depending on age range.
Both older generations and younger generations use the internet to access information. According to The Center for Generational Kinetics (CGK), 73% of Boomers, 69% of Gen Z, and 59% of Millennialsreport using the internet primarily to access information. It’s evident that doing online research before making a buying decision has become more and more prominent in our everyday lives.
Chances are, if someone owns a vehicle and has a computer or a smartphone, they’ve looked up car repair costs online. This isn’t just geared towards customers either—some auto repair shop owners search repair costs to determine the average rate, and/or set their competitive rate to stand out amongst the target audience in their community.
What does this have to do with car repair estimate tools? Well, age differences and generations aside, typing a question into Google prior to making a decision is undeniably an innate habit among all of us.
Which brings us to the psychology of it all: expectations vs. reality.
Expectations Versus Reality
We have all become accustomed to new experiences due to technology. As a society, we’re used to moving so fast to find all these “answers” that sometimes we tend to create false expectations before thinking through what the reality might be—that, or we forget to temper our expectations with a professional’s opinion.
Let’s dive into why people use automobile repair estimates online, and how surfing the web for answers impacts us psychologically.
Instant Gratification Through Automotive Repair Estimates Online
Let’s say one of your customer’s vehicles broke down, or they heard a strange noise coming from the engine. Years ago they would have had to figure out a way to get to the nearest shop to get some answers. But now, they can get some immediate gratification by simply typing into Google, “Why won’t my car start?”
Smartphones give us the ability to find any answer to a question right in our pocket. Technology has created a sense of instant gratification among all of us. To put it into a context other than vehicles, think of it this way: we can order food from our phones, shop from our phones, or watch the latest episode of our favorite television series from our phones.
Because we have the ability to make things happen and find answers in real time, that’s exactly what we apply in many—if not all—aspects of our lives. Society is becoming more and more modernized, so conducting research on the internet prior to making a big purchase will only become easier for customers.
Although surfing the web for answers is easy, that doesn’t mean all results are accurate. That’s why it’s important to win over your customers in ways search engines can’t.
A Scope on How Online Research Can Impact Us
We’ve all heard of the phrase “rabbit hole,” often attributed to that never-ending, time-consuming state many of us have fallen into when searching topics on the internet.
Let’s look at three types of headspaces that customers can often get in when they look up an auto repair estimate online. It’s important to note that these headspaces aren’t clean cut and can vary based on a variety of things—some days we’re more self-assured and some days we tend to worry more. But breaking down how online research can make people think and feel might help your service advisors gauge how to respond to customers in a more empathetic way.
The Worrier
The first headspace is someone who worries, or maybe even catastrophizes, after looking up their problem online. A customer might type, “Why is my car shaking?” into Google, and after several articles, studies, and blog posts, they’ve come to the conclusion that their car is going to, well, explode. Although this is far from reality, their minds have convinced them that this is what is going on with their vehicle. That sense of uncertainty that prompted the Google search in the first place is then filled with their imagination filling in the gaps.
The Determined
The second scenario is your customers who walk in with a mission: to get the repairs started. They’re eager to, let’s say, get on the road for that long road trip they’re planning next month. This individual may still do some research, but could potentially get overwhelmed with all of the different answers they’re receiving and in all honesty just want to get their repairs completed so they can hit the road.
The Skeptic
The third scenario is your customers who are more wary; maybe they’re more auto-savvy and aren’t as prone to falling down the rabbit hole. This person likely has the tendency to not believe everything they read, but simply look into it or fact check it. And this doesn’t just apply to the internet, this can also apply to your service advisor.
Having a customer doubt what your employees are recommending can be challenging to prepare them for, so helping them learn techniques prior to encountering any personality type can help them grow not just professionally, but personally.
As you can see, there’s a wide range of thoughts and emotions that online research can evoke, not only from person to person, but day by day. Every customer is different, which makes it challenging for you and the service advisors to know what type of headspace they’re in when they come into your shop. So, when it comes to car repairs, how do you work with customers who have come to conclusions based off of the internet, and how do you remind them that as a professional, you have the expertise to provide answers that the internet simply cannot accurately provide?
No matter the scenario, simply saying, “We’ll do an inspection to confirm what you’ve found” is the response most customers would prefer to hear. This simple statement will show them you not only hear them, but will look into their concerns that they’ve concluded from their internet searches—whether they’re trusting or skeptical of their internet research.
So, how do you work with customers who use auto repair estimate online tools?
Educate Your Customers Through Your Shop’s Auto Repair Tools
As auto repair shop professionals, we have our own processes and tools in place to help teach our customers. We’re not saying this as in, “Talk at your customers,” because the last thing you want to do is sound condescending to those who enter your shop. We’re saying it as in, “Help them better understand what’s happening with their vehicle by walking them through your findings.” Your customers might think they know what’s wrong, but there could be more root causes under the hood that a Google search simply cannot see—or explain for that matter.
This isn’t to say it’s the search engine’s fault, though. When you’re typing a symptom into a search engine, you can’t measure the severity of the issue by simply typing in “what’s that clicking sound?” There can be a lot of nuance that gets overlooked in a Google search, especially when typing the problem into a search bar comes into play. There could be thousands of reasons why the internet says that a vehicle is making a “clicking” noise, but if a customer were to seek answers from a professional, they’d get the benefit of showing them exactly what the noise is, and where it’s coming from.
Here are just a few results that populated when we typed “Why is my car making a clicking noise?” into the google search bar:
Low oil pressure
Worn valve train components
Issues with the electrical system
Misadjusted valves
Damaged spark plugs
Low engine oil level
…And the list goes on, and on, and on….
Even if a customer doesn’t use online tools, having the ability to see for themselves what is wrong with their car and which steps are needed to resolve the issue, is pivotal. Setting up tools in your shop that provide customers with accurate proof about what is going on with their vehicle will enhance the transparency in your shop.
Here are five tools you can use at your shop to better educate your customers without talking at them:
1. Build Trust Through Digital Vehicle Inspections:
A transparent, effective auto repair estimate process starts with a digital vehicle inspection (DVI). DVIs allow your customer to see what’s wrong with their vehicle with an accurate depiction of the issues. On the internet, your customer might see a picture, but it isn’t of their car. Getting told the severity of an issue comes across more clearly when it’s actually a picture or video of the problem they initially noticed, happening right inside of their vehicle.
With DVIs, you can send detailed text inspection results to your customers—straight to their smartphone. Along with the detailed notes, you can send as many images and/or videos, as well as make any markings or edits to the pictures to help your customers better understand the issue at hand.
Educating your customers with a transparent inspection process will help you build trust. Seeing a picture of their own car makes all the difference compared to seeing a hypothetical vehicle on the internet. Let your customers see for themselves what’s going on beneath their car’s hood. And even further, giving them the ability to approve or decline any work to their vehicles is an opportunity to provide additional work in the future.
2. Ensure Consent With Digital Authorization:
Give your customer’s the ability to authorize what does, and does not, get done to their car. Taking advantage of multiple authorization options in your shop will help your customers feel like they have agency and control over what happens to their car, which will help them further trust you and your team.
If your shop uses Tekmetric as it’s shop management software then you have quite a few authorization options:
1) Customers have the option to sign their digital signature on your service advisor’s tablet
2) you can check off that the customer has authorized the work while you are on the phone with them, or
3) they can approve the work through text message by simply checking off “approve”.
3. Build Rapport With Previous Declined Jobs:
Declined jobs will set your shop’s customer up to come back before looking the problem up online because you already prompted them that it might be an issue in the future. Let’s say a customer came in after doing online research and suspected that their vehicle needed new ignition coils. You run a DVI, see that their coils do need to be replaced, and also find that their brake pads are wearing thin. You send them an estimate with the ignition coils marked as red (needs work), and the brake pads marked as yellow (recommended, but not absolutely necessary). They decide to pass on the brake pads for now.
A month later, hits the brakes and hears a screeching sound. Instead of having to type “Why are my wheels screeching” into Google, they remember that your shop told them their brake pads may need work soon. This time, they skip the Google search, call you up, book an appointment, and bring their car into your shop for new brake pads.
4. Adapt To Customer’s Preferred Communication Methods:
Tekmetric's true two-way texting tool that allows service advisors to seamlessly text customers straight from your shop’s software system. The ability to instantly send and receive text messages not only helps your shop quickly respond to customers but also helps customers get a hold of your shop no matter where they’re at in their daily routine.
On the go? They can send a text to your shop. In the car? They can call the number you last texted them from. With Tekmessage, shop owner’s have the ability to choose the phone number the messages are sent from, so if you set that number up to be the same as your shop’s number, it’s a seamless communication experience for your customers.
Emails, face-to-face communication, and phone calls are always great, but giving your customers several ways they can reach you will further enhance their experience, build transparency, and make your team’s lives easier. And if your potential customers are willing to type their car troubles into Google, it’s likely they’ll take the time to text a trusted car expert.
Ways Tekmessage Can Enhance Your Auto Repair Shop:
Instantly send and receive texts
Make your customer’s lives easier
Make your shop easy to contact
Centralize customer communication
To add on to the benefits of Tekmessage, auto shop’s are busy places: your tech’s are busy working on ROs, and your service advisors are building estimates on past customers while greeting new-comers. Tekmessage allows your team to respond to your customers quickly, more so than you would with a long- winded email, or a phone call—especially when multitasking comes into play.
And back to instant gratification, consumers prefer a response time within a 24 hour window, so adapting to that wish in order to build your customer’s loyalty is worth investing in Tekmessage.
5. Be More Efficient With a Job Board:
Tekmetric’s Job Board will take each of the repair orders that are currently in your shop and break them down into three columns: estimate, work-in-progress, and complete. Implementing a system that gives your team a bird’s eye view will help your techs complete ROs faster, which in turn gives your service writers the ability to sell more work.
As soon as a customer brings their vehicle to your shop, the estimate stage is triggered. And by having a Job Board, you have the ability to view every little step that goes on from the estimate stage to the work-in-progress stage—or in Tek-terms, you can see the status of each job.
If a customer declines a job, it will remain in the estimate column. But once they approve a job, it will make its way to the work-in-progress column. No matter the column, service advisors can quickly glance at the status bar, which will tell service advisors if the RO is “waiting on parts,” “on-hold,” “waiting on customer,” “waiting on sublet,” “in-progress,” or “work not started.”
From there, they can simply gauge exactly how far their customer’s car is in the repair process. Saying something along the lines of “Your repair is 66% done” will sound both impressive and accurate to the customer who asked “How far along are the repairs?”
Having the ability to quickly glance at exactly where your customer’s vehicle is in the RO process will show your customers 1) just how smooth your shop’s RO process is, and 2) the benefits of visiting the professionals for their vehicle repair estimates.
Adding in shop management tools will not only help your shop improve workflow, but will also give your customer’s agency and control when it comes to making vehicle repair decisions. They can simply check off work they want, they can get a hold of you when they’re on-the-go, and you have the ability to make the repair process from beginning to end—or in auto repair terms: from estimates, to work-in-progress, to completed—go as efficiently as possible.
Give your customers freedom from worry by letting them feel like they’re making their own judgment calls.
Tek-Tips on Navigating the Job Board:
1. You can choose what view you want by selecting “active jobs,” “saved for later,” “accounts receivable,” “paid,” and/or “deleted.”
2. Customize the view by column view or list view. Pro-tip: you can drag and drop the ROs in whatever order you want when you’re using the list view.
3. Each column view can be sorted by: RO number, RO status, the date it was created, the promised time out, service writer, the customer’s first name, or the customer’s last name.
4. Easily find a specific vehicle, customer, or repair by typing it in the job board search bar
5. You can populate any current RO statuses to show up on the job board.
6. Not started, requires authorization, pending authorization, declined, in-progress, need to order parts, waiting on parts, waiting on customer, balance due, etc.
7. You can populate ROs by employee to see who’s assigned to what job, or you can assign jobs to specific technicians. 8. Select which appointment type you’d like to view between “stay with” (aka those who are staying at the shop with their vehicle) or “drop off.”
Teach Customers the Three C’s of Auto Repair Work
If you’re reading this, you’re probably in the auto repair industry (and if you’re not, welcome to the rabbit hole). You’re probably familiar with the 3 Cs on your shop’s repair orders: condition (or concern), cause, and correction.
Each of these are necessary to complete a repair order correctly and efficiently.
Condition is what the customer is seeing or noticing.
Cause is the technician’s diagnosis as to what is causing the vehicle’s condition.
Correction is what needs to be done to ensure that the vehicle’s issue is corrected or resolved.
If you teach each of your customer’s the benefits of breaking down the 3 Cs, this will stick with them for future auto repairs. They’ll remember the three distinct parts: observing a problem, identifying the problem, and solving the problem.
When something is wrong with your customer’s car, they instantly notice the condition—whether it be a noise, odor, or the car is driving funky. But as soon as customer’s begin to look into the cause, things can get fuzzy. Do they seek answers on the internet (which will likely point them in the direction of endless causes) or do they visit an expert that will know what the cause is?
It’s probable that they’ll pay a visit to the technician that took the time to teach them why their vehicle was acting up last time and also took the time to teach them the 3 Cs in auto repair work.
Now, let’s lay out a common scenario. A customer enters the shop due to a no start concern. This is the “condition” stage of the 3 Cs. Once you’ve entered the RO, the tech runs the diagnostic or DVI to figure out the cause of the “no start”. From there, the service writer will send off the work to be authorized and then the tech will start the work. Which leads us to the correction portion of the 3 Cs. The correction of the concern is the work completed, the labor, and the parts ordered.
Teaching your customers the 3 Cs will show them how to be more realistic about their vehicle repairs. It will help them be more relationally skeptical, and in turn, more likely to trust the professionals.
Build Trust with Your Customers
Just like we previously mentioned, customers look up prices beforehand because they want to be aware of what they might have to spend prior to stepping foot in the shop. But there’s also a second factor that comes into play: they want to have a set-price in mind in the event that the shop overcharges them.
This isn’t to say that your shop overcharges customers. In fact, we’re willing to bet your shop prides itself on fair, honest, and genuine prices. However, it isn’t a secret that the auto repair industry can sometimes have a bad reputation when it comes to how much we charge customers.
Even though we’re trustworthy people in the auto industry, unfortunately, people don’t always see us as that. According to RepairPal, 66% of individuals who own or lease a vehicle believe they have been ripped off by an auto repair shop and 38% of individuals who own or lease a vehicle worry that they cannot trust their mechanic.
Keep in mind that this is a worry, not a reality. So gaining your customer’s loyalty through transparent work is optimal. If you want your customers to approve estimates, you have to build trust.
Five ways you can build trust with customers:
1. Embrace the Power of Word of Mouth
Customers are more likely to select an auto repair shop based on their family or friend’s recommendation than any other form of marketing. According to a Nielsen survey that involved more than 28,000 internet respondents, 92% said they trust recommendations from people they know over any other type of advertising.
Think of how many times you’ve seen this question, and chances are you use it at your shop already: “On a scale from 1 to 10, how likely are you to refer our business to a friend?” Every answer received will lead your shop to a net promoter score (NPS). An NPS measures your customer’s experience and will predict your business growth.
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
It’s evident that word-of-mouth can give your shop a huge advantage in this industry. And chances are that a new customer who came into your shop because their cousin raved about it will be more approving of your shop’s estimates.
2. Create a Pleasant Atmosphere in the Shop
A little TLC to your shop’s lobby doesn’t hurt. In fact, keeping your shop comfortable, clean, and professional will improve your customer’s experience. Even better? Add in a coffee machine, water bottles, and even some snacks for those with kiddos. Looping it back into the powers of word-of-mouth marketing, a customer could go to a friend and say, “That auto repair shop provides great service, but also has the best coffee machine in town!”
Creating a pleasant atmosphere in the shop will also help your team come into work happier and more at ease. Having to build estimates every day can be cumbersome, but coming into a workspace that has a clean management system with digital tools that help alleviate the endless stacks of papers makes a distinct improvement.
3. Provide Viewing Options
At this point, you’re aware customers like to know where their car is at in the repair process. A way you can enhance this visibility is by adding in windows between the lobby and the repair area. If your shop isn’t set up in a way where it’s easy to add windows, you can add video monitors. Providing viewing options in your shop, or outside of your shop, provides more transparency to your customer experience.
Whether adding in viewing options means giving your customers the ability to physically see their car or receive text updates on where their car is at in the RO process, you can only benefit from adding more transparency to your shop.
4. Take Customer Notes
You’re probably thinking to yourself, “Doesn’t every shop do this?” Although taking down the customer’s basic info is a necessity in the auto repair industry, taking into account little things like, “Julie prefers to be called instead of texted,” or “Zachary prefers updates after every repair,” will help improve the customer experience.
Not to mention, taking customer notes helps with the estimating process as well. If you have one particular customer that prefers to look stuff up online, and your service advisor has found the best way to communicate with them, they can type that out on their customer profile in Tekmetric. For example, “Gently direct this customer, point out what they got right in their research, but suggest to them what they might have overlooked.”
Our blog on The Best Auto Repair Shop Software Features goes more into detail on ways you can enhance each guest’s experience by adding tailored customer notes, but you can always get creative with your customer notes. A few ways you can up your customer notes game is by including:
Guests’ favorite drinks, so they can sip on their favorite refreshments in the waiting area
Guests’ preferred nicknames
The correct pronunciation of guests’ names
Their favorite sports teams
Any notes related to their needs. For example, maybe you know that a particular guest always brings their young child who loves SpongeBob, so you can put SpongeBob on the TV so the child doesn’t get bored.
Building customer notes on each shop visitor will help keep things positive in your shop, and take away any potential room for misconstrued communication.
5. Build a Social Media Presence
It’s clear the digital world isn’t going anywhere, so embracing the upsides of social media accounts and gaining a positive following online will help your shop build customer rapport. A bonus to having an outstanding social media presence is that it facilitates word-of-mouth since so much communication is done through social media accounts. Who knows, your next customer could be someone who was sent your facebook profile by a colleague of theirs.
From building estimates to completing work, all customer service counts. Building customer trust is integral to helping your business thrive.
Enhance Estimate Approval Rates With Integrations
Tekmetric has marketing integrations that your shop can use when it comes to gaining raving social media reviews, building customer loyalty, and enhancing word-of-mouth recommendations.
A key question shop owners ask themselves when looking into auto repair estimate software is “What integrations does it have?” You may ask this if you have other systems in place that you want your management software to tie into, but also because you want to grow their shop.
Integrations are a key component to shop management, not only because they will help your shop function as smoothly as possible, but also because they provide your customers with industry-leading resources that will stand out beyond automobile repair estimates online.
So, Auto Repair Estimate: Online or In the Shop?
It’s clear that car repair estimates online provide customers with a sense of ease prior to visiting an auto shop. Afterall, what do the tools advertise on each of those sites? It’s usually one, or all, of the following:
Be informed before going to the auto repair shop
See the best rates near you, and
Learn fair prices for the work you need.
That sounds pretty persuading; especially to a car owner who has put in a good amount of money into their vehicle. Because auto repairs are so widely in demand, and the auto repair estimators are conveniently accessible from anywhere, learning how your shop can stand out beyond the automated tools is ideal.
Auto Repair Shops Know Their Customers in Ways the Internet Doesn’t
You know your customers. You have the ability to gain their loyalty through every step in the RO process, especially the estimate process. Once a customer clicks through the estimate your service advisor sent them, they’ll select the work they approve. At that point, your shop has the go-ahead to begin repairs. The RO process begins with the estimate process, so, why not make it a reliable and memorable experience for your customers?
Tek-Tip: An added benefit of using Tekmetric for estimates is that there is a digital record of exactly what your customer gave the green light to, and what they decided they could hold off on. That way, when it’s time for them to pay, there aren’t any surprises.
Your team are the professionals who can provide customers with answers that they can count on. If you’re sick, it’s easy to search your symptoms up on the internet, but going to a licensed, board-certified doctor will benefit you far more than a search engine can. The same goes for car repair estimate tools online.
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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
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.
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?”.
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.
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.
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.
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.
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."
"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.
Shop Management
Thought Leadership
Google Ads for Auto Repair Shops: Free Guide + Strategies
When it comes to automotive repair, a strong reputation and reliable service are undoubtedly key. But even the best mechanics can benefit from a classic, often-overlooked tool: the business card. In a digital age, you might think these small pieces of stationery are obsolete, but for automotive professionals, they remain a powerful and tangible marketing asset.
The Importance of Business Cards for Mechanics
In the fast-paced world of car repair, a memorable impression can make all the difference. While digital marketing has its place, a physical business card provides a direct and immediate connection.
Auto repair business cards are more than just contact information; they're a miniature billboard for your brand. They convey professionalism and demonstrate that you're prepared and serious about your work. They also serve as a constant reminder of your services, keeping your shop top-of-mind long after an initial interaction. Think of them as a portable advertisement that can be tucked into a wallet, glove compartment, or on a refrigerator, ensuring your contact details are readily available when a customer needs them most.
Beyond initial customer acquisition, automotive business cards can play a crucial role in customer retention. Many shops use them as a simple way to provide their phone number and address, but they can also be integrated into loyalty programs or used to promote new products or services. They are a professional touchpoint that reinforces your brand identity and solidifies trust.
Best Practices for Designing an Automotive Business Card
Designing an effective automotive business card requires a blend of aesthetics and practicality. It's not just about looking good; it's about being functional and memorable.
Brand identity: Does your shop specialize in general automotive repair, or do you focus on specific services like tires or diagnostics? Your business card design should reflect this. If you're known for cutting-edge technology, a more modern and sleek design might be more appropriate.
Quality is king: A flimsy, poorly printed card immediately sends the wrong message. Invest in high-quality cardstock with a professional finish, such as matte or gloss. Metal business cards are becoming more popular and offer a way to stand out. Utilize full-color designs that match your branding.
Simplicity is key: While it might be tempting to cram every service you offer onto your card, resist the urge. An overcrowded card is difficult to read and less impactful. Prioritize essential information and leave plenty of white space.
Stay unique: In a sea of generic business card templates, what will make your car business card stand out? Perhaps a unique shape, a subtle texture, or a clever use of imagery related to your specific automotive repair niche. Don't be afraid to be creative, but always keep clarity and readability in mind.
Utilize both sides: Remember that you have two sides of the business card to work with. Typically, the front is best for contact information, and the back can be a call to action or QR code.
Key Elements to Include in Your Automotive Business Card
A well-designed automotive business card is more than just a pretty face; it's a functional tool that provides all the necessary information for a customer to connect with you. Here are the essential elements to include:
Your Shop's Logo and Name: This is your primary brand identifier. Your logo should be clear and recognizable, and your shop's name should be prominently displayed.
Your Name and Title: While not strictly necessary for every card, including the owner's or a key auto mechanic's name and title adds a personal touch.
Contact Information: This is arguably the most crucial element. Include your phone number, email address, and your physical address. Make sure these are easy to read and accurate.
Website Address: In today's digital world, a strong online presence is vital. Include your website URL so customers can easily learn more about your services, read testimonials, or even schedule appointments online.
Services Offered: You don't need a comprehensive list, but a few key services can help customers understand your specialty. For example, "Engine Diagnostics," "Brake Service," or "Oil Change."
Call to Action: While not always a direct call to action, you can subtly encourage action. For example, if you offer warranties, you might mention "Backed by our 12-month warranty."
QR Code: This is a modern and highly effective addition. A QR code can link directly to your website, online scheduling system, or a map to your shop. This makes it incredibly convenient for customers to access more information without having to manually type in URLs.
Beyond these essentials, consider adding a tagline that encapsulates your brand's unique selling proposition. For instance, "Your Trusted Partner in Automotive Care" or "Quality Repairs, Unbeatable Service." Some shops even include a small area for appointment reminders on the back, transforming the card into a dual-purpose tool.
Mechanic business card templates
To help you get started with your business card design, we have included some inspiration below.
Auto repair business card ideas
Tire shop business card ideas
Mobile mechanic business card ideas
Which Software is Best for Designing Business Cards?
You don't need to be a graphic designer to create professional-looking automotive business cards. Several software options, ranging from beginner-friendly to professional-grade, can help you bring your vision to life.
For those on a budget or looking for a quick solution, online business card templates from platforms like Canva, Vistaprint, or Zazzle are excellent choices. These platforms offer a vast library of pre-designed business card templates specifically for the automotive industry. They provide intuitive drag-and-drop interfaces, making it easy to customize text, colors, and even upload your logo. They often integrate directly with printing services, simplifying the entire workflow.
For more advanced users who want complete control over their business card design, professional graphic design software like Adobe Illustrator or Adobe Photoshop are the industry standards. These programs offer unparalleled flexibility and precision, allowing you to create truly custom designs from scratch. However, they come with a steeper learning curve and a subscription cost.
Regardless of the software you choose, ensure it allows you to export your design in a high-quality format suitable for professional printing, often a vector file (like AI, EPS, or PDF) or a high-resolution JPG/PNG.
Final thoughts
In an increasingly digital world, the humble business card for an automotive repair shop remains a powerful and tangible marketing tool. It's not just about sharing contact information; it's about making a lasting impression, reinforcing your brand, and fostering trust with your customers.
By adhering to best practices for designing an automotive business card, including all key elements, and leveraging the right software, you can create a mechanic business card that truly represents the quality and professionalism of your shop. Whether you're a seasoned auto mechanic or just starting an auto repair business, don't underestimate the power of a well-designed, high-quality business card.
Thought Leadership
Auto Repair Shop Business Cards (Ideas & Templates)
In today's fast-paced digital world, connecting with your customers isn't just about turning wrenches; it's about building relationships. For the automotive industry, email marketing can be a powerful marketing tool.
A well-executed email marketing strategy can transform your auto repair business, driving new customers through your doors and fostering customer loyalty among your existing clients.
What is Email Marketing?
At its core, email marketing is a form of digital communication that enables businesses to send messages directly to a group of people via email. Think of it as a personalized billboard delivered straight to your customer's inbox.
Unlike broad social media blasts or expensive Google ads, email marketing offers a unique opportunity to tailor your message to specific segments of your email list, making your communications more relevant and impactful. It's a key component of any effective automotive repair marketing plan.
Why Auto Repair Shops Should Use Email Marketing
Many auto shop owners might wonder if email marketing is truly worth the effort. The answer is a resounding "yes!" In an industry built on trust and relationships, email marketing serves as an invaluable tool for nurturing customer relationships. Here are some of the top benefits of email marketing:
1. Cost-effective
Email marketing is very cost-effective. Compared to traditional advertising methods, the return on investment (ROI) for email marketing is often significantly higher. You're reaching a targeted audience that has already shown some interest in your services, whether by providing their email address at your shop or through an online signup.
2. Top of mind
Email marketing will keep your auto repair shop top of mind. Your customers have busy lives, and car maintenance often slips their minds until a problem arises. Regular, helpful emails ensure that when they do need service, your shop is the first one they think of. This is crucial for customer retention.
3. Customer Retention
By staying in touch, you remind existing customers about upcoming service needs and show appreciation for their business. This proactive approach significantly boosts customer retention and encourages repeat visits.
4. Measurable Results
Unlike some traditional marketing, email marketing provides detailed analytics. You can track open rates, click-through rates, and ultimately, how many appointments were booked as a result of your email marketing campaigns. This allows shop owners to refine their marketing strategy for maximum effectiveness.
5. Direct communication
Finally, email marketing provides a direct line of communication. You can share important updates, special offers, maintenance tips, and build a sense of community with your customer base. This personal touch is something that a general advertisement simply cannot replicate.
Email Marketing Campaign Ideas
To maximize your marketing efforts, it's essential to diversify the types of emails you send. Here are some of the most effective email marketing campaigns for automotive repair shops:
Welcome Emails
When a new customer provides their email address, send a warm welcome email. This is your chance to introduce your shop, highlight your unique selling propositions, and perhaps offer a small discount on their first service. This initial contact sets the tone for future customer relationships.
Welcome email template
Service Reminders
These are arguably the most crucial emails for an auto repair shop. Based on a customer's service history (which can be managed efficiently through a good CRM system), send automated service reminders for scheduled maintenance like an oil change, tire rotations, or brake inspections. Make it easy for them to book an appointment with a clear call to action.
Service reminder email template
Promotional Emails/Special Offers
Announce discounts, seasonal promotions (e.g., winter tire specials, summer AC checks), or bundled services. Use compelling subject lines to grab attention and always include a strong call to action (or CTAs).
Promotional email template
Maintenance Tips and Educational Content
Share valuable information like "5 Ways to Extend the Life of Your Tires," "Understanding Your Dashboard Warning Lights," or "Why Regular Oil Change is Crucial." This positions your shop as an expert and provides genuine value to your customer base.
Maintenance tip email template
Customer Feedback/Review Requests
After a service, send a follow-up email requesting feedback or a review. Positive testimonials are incredibly powerful for attracting new business. Link directly to your Google My Business page or other review platforms.
Customer feedback email template
Birthday/Anniversary/Holiday Emails
A small, personalized gesture like a birthday greeting, perhaps with a minor discount, can significantly boost customer loyalty.
Birthday email template
Abandoned Appointment Emails
If your shop offers online appointment scheduling and a customer starts but doesn't complete the booking process, an automated email reminding them to finish can recapture lost potential customers.
Abandoned appointment email template
Automotive Email Marketing Strategies
Now that we've covered the what and why, let's dive into the how. Implementing these best practices will ensure your email marketing strategy yields optimal results for your auto repair shop:
Segmentation is Key: Not all customers are the same. Segment your email list based on factors like vehicle make and model, last service date, service history, or demographics. This allows you to send highly targeted and relevant messages, improving open rates and conversion rates.
Craft Compelling Subject Lines: Your subject lines are the gatekeepers to your emails. Make them concise, intriguing, and benefit-oriented. Examples: "Time for Your Oil Change?", "Exclusive Discount Just For You!", "Protect Your Car This Winter."
Personalization Goes a Long Way: Always address customers by their first name. Reference their vehicle type or past service if possible. Automation can make this surprisingly easy, especially with a good CRM or shop management system.
Clear Call to Actions (CTAs): Every email should have a single, clear call to action. Whether it's "Schedule Your Appointment Now," "Claim Your Discount," or "Read Our Latest Blog," make it obvious what you want the recipient to do. Use prominent buttons or hyperlinked text.
Mobile Responsiveness is Non-Negotiable: A vast majority of people check their emails on their smartphones. Ensure your emails are designed to look great and function perfectly on all mobile devices. Test your templates before sending.
Automate Where Possible: Utilize automation tools to send welcome email sequences, service reminders, birthday greetings, and follow-up emails after a service. This saves time and ensures consistent communication without manual effort. Many CRM systems and email marketing platforms offer robust automation features.
Provide Value Beyond Promotions: While special offers are great, don't make every email a sales pitch. Offer genuine value through maintenance tips, car repair advice, and educational content. This builds trust and positions your auto repair shop as a helpful resource.
Optimize Send Times: Experiment with different days and times to see when your email list is most engaged. Tools within email marketing platforms can often provide insights into optimal send times based on your audience's behavior.
Integrate with Other Marketing Efforts: Your email marketing strategy shouldn't exist in a vacuum. Cross-promote your email list on your website, social media channels, and in your physical shop.
Monitor Performance: Regularly review your open rates, click-through rates, and conversion rates. A/B test different subject lines, CTAs, and content to continually improve your email marketing campaigns. This data-driven approach is crucial for success in the automotive industry.
Don’t overdue it: Nobody likes receiving 30 emails in one day, so make sure your email cadence is reasonable and not overwhelming to your audience. Always provide an “unsubscribe” option in your emails in case they no longer want to receive emails from you.
Final thoughts
In conclusion, for any auto repair shop looking to thrive in today's competitive landscape, a well-executed email marketing strategy is no longer optional – it's essential. By consistently delivering valuable content, timely reminders, and exclusive offers, you can build a highly engaged customer base, boost customer loyalty, and ensure your auto repair business remains successful for years to come.
Start building your email list today, embrace automation, and watch your marketing ideas turn into tangible results. Your customers and your bottom line will thank you.
Thought Leadership
Automotive Email Marketing: Effective Strategies for Your Shop
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