What to advertise
Separate MOT, servicing and diagnostics so you can match budgets to available workshop slots.
Google Ads for garages and car repair shops
If a ramp is free on Thursday morning, advertise work that fits it. A customer booking diagnostics needs to know what the first inspection includes.
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Match ads to free workshop slots
What customers need before they enquire
Show the garage location, booking options and supported vehicles. Use registration and preferred appointment fields only where the booking process needs them.
How to measure booked work
Compare confirmed slots and completed work by job type. Keep clicks to the booking tool separate from confirmed appointments.
Jobs that fill the ramp differently
An MOT
Show the classes you test and the times still open. A slot wasted on a class you cannot test should have been stopped on the page.
A service
Ask for the registration or the vehicle and the work they want. Servicing can fill gaps when tests are booked out.
Diagnostics
Say what the initial inspection covers before they commit to a repair. A vague ‘have a look’ fills the ramp with unpaid time.
What to show before they book
The garage location, how to book, and which vehicles you take. Use registration and preferred time only if the booking process needs them. Compare confirmed slots and work completed by job type.
Example campaign decision
When MOT slots fill up, move budget towards servicing or diagnostics only if the workshop has capacity. Check booking records against call logs so a customer who rings and books online counts once.
What this looks like in practice
If a ramp opens up Thursday morning, promote work that fits the slot. A customer coming in for diagnostics needs to know what the initial inspection covers before committing to a repair.
Questions before you spend on ads
What should I advertise when the MOT diary is full?
Put the budget into servicing or diagnostics that fit the available ramps. Check the job given to the technician against the booking source.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of completed workshop jobs linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
What if MOT slots are full?
Pause that campaign and promote work the workshop can still do. Buying more MOT clicks you cannot book trains drivers to go elsewhere.
Should servicing and MOTs share ads?
Split them. The diary and the search terms differ, and one will spend the budget of the other.
What should I report?
Confirmed bookings and completed jobs, by MOT, service and diagnostics.
Plan your campaign
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