Google Ads for quiet workshops
The rent, the insurance, the equipment finance and your mechanics' wages cost exactly the same on a quiet Tuesday as they do on a flat out Friday. An empty bay is not neutral. It is the most expensive thing in the workshop.
No management fees upfront for the first two months. No lock in contract.
You already know this. It is worth writing down anyway, because it changes how you think about an advertising budget.
Rent, insurance, tooling finance, power, software, compliance. None of it pauses because the hoist is down and nothing is on it.
A qualified mechanic sweeping the floor is being paid the same as a mechanic doing a brake job. An apprentice with nothing to learn on is worse, because you are also not building anything.
An unused bay hour is gone. You cannot sell Tuesday's spare capacity on Friday when you are full and turning work away.
Set against that, the question is not whether you can afford to advertise. It is whether the work advertising brings in is worth more than the hours currently going to waste.
The point is not maximum enquiries. It is the right number of the right jobs, arriving at a rate you can handle.
Being buried in enquiries you cannot service is its own problem. It burns your team out and it wastes the money that generated them.
Most workshops do not have a demand problem all year. They have an unpredictability problem. Two flat out weeks, then a quiet one nobody saw coming, then a scramble.
Referrals and repeat customers are the best work you get. They are also the one source you cannot turn up on a Monday morning when the diary looks thin.
A search campaign is the opposite. Drivers searching for a mechanic today are ready today, and you control how many of them see you.
Any campaign can generate cheap enquiries. Filling a hoist with a job that barely covers the labour is not the aim.
Diagnostics, brakes, suspension, air conditioning, clutch and transmission work, logbook servicing, fleet contracts. We advertise what you actually want to be doing, and leave out what you do not.
Negative keyword lists stop you paying for price shoppers, DIY searches, parts hunters and people looking for a job rather than a mechanic.
Targeting set to the suburbs that will actually drive to you for a routine service, rather than a lazy circle that spends your budget on people forty minutes away.
Call tracking and form tracking so you can see how many real enquiries the spend produced and what each one cost, rather than guessing from a busy week.
Spam and duplicate enquiries identified and excluded, so the number you judge the campaign on is the number of genuine jobs.
Search term reviews, ad testing and bid adjustments, month after month, so the cost of filling a bay comes down rather than drifting up.
Fees are deferred, not waived, and become payable if you continue. All fees confirmed in writing before anything starts. Advertising spend is paid directly to Google from your own card.
Separate from our fees, and entirely under your control.
Your advertising budget goes to Google directly, on your own card, in an account in your name. You set the daily limit, you can change it any day, and you can pause it whenever the workshop fills up.
For most workshops we suggest starting near $30 a day, then adjusting once we can see what a click and an enquiry actually cost in your area. What is right for you depends on your suburb, your competition, the services you advertise and how many jobs a week you can take.
Going much below that is usually a false economy. The campaign gathers data too slowly to learn from, so it stays expensive for longer.
Yes, any time, and it is a sensible thing to do. Pause it, wind the budget back, or narrow it to your highest value services for a while. Tell us and we will handle it.
We reduce the budget or tighten the targeting. It is a better problem than the alternative, but it is still a problem — enquiries you cannot service cost money and annoy people.
It depends on your budget, suburb, competition and services, so anyone quoting you a number before looking is guessing. On the call we will look at local search demand and give you a realistic range.
Yes, and it usually works better. A small budget spread across everything you offer performs worse than the same budget behind three services you actually want to fill bays with.
Yes. If you do not want tyres, or you have stopped doing air conditioning, those searches get excluded so you are not paying for them.
Yes. We set targeting to the areas you can service profitably and exclude the ones that only cost money.
No. Our setup fee and first two months of management are deferred and only become payable if you continue afterwards. If you do not continue, there is nothing to pay.
Deferred rather than free. We do the work and invoice nothing at the time. If you continue, those fees become payable. If you stop, they are not charged.
No lock in contract. After the initial period it runs month to month and you can cancel any time.
Yes. Advertising spend is paid directly to Google from your own card, in your own account, and is separate from our fees.
Usually a week or two after the call, depending on access to your account and website and whether landing page work is needed first.
Yes, and this is the part we cannot do for you. A driver who rings and gets no answer rings the next workshop. If missed calls are a known problem, tell us on the call — it may be worth fixing before you spend on advertising at all.
Often it still works, but we will tell you if the site is the thing holding results back. Where a focused landing page is the fix, we will say whether it is included or quoted separately before any work starts.
Yes. It is your account, you have access, and you get regular reporting on enquiries and cost per enquiry.
We work with mechanics. That means existing automotive keyword lists, negative lists and campaign structures from previous workshop campaigns, so yours does not start from nothing and does not spend its first month learning what a pink slip is.
Tell us how many bays you have, what work you want more of and which suburbs you service. We will look at what people near you are searching for and what it would take to fill the gap.
Prefer to talk now? Call 02 8005 2864.
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