Google Ads for garages can help an independent workshop compete with the big chains. Here is how a Leeds garage got 500 car repair leads at £36.38 each.
The Client
A local car repair business in Leeds. Their mechanics handle the jobs drivers dread: engine management lights, failing brakes, worn clutches, gearbox trouble, suspension knocks and exhaust repairs. Their work was good and their customers came back. The problem was that new customers were hard to find.
The Challenge
Before I took over, their Google Ads account was running one broad campaign with a handful of keywords. It was getting clicks, but very few of them turned into booked repairs.
- Too much competition: Dealerships, fast-fit centres and national repair brands were all chasing the same Leeds drivers, often with much bigger budgets.
- The wrong people were clicking: A lot of the spend went on people looking for spare parts, YouTube repair guides or free vehicle checks.
- Generic ads: Every search got the same message, so someone with a brake problem saw an ad that didn’t mention brakes.
- No way to measure what worked: Calls and enquiries weren’t tracked properly, so there was no way to know which keywords were bringing in jobs.
What I Did
Set up proper tracking first. I tracked calls from the ads, calls from the website and quote form submissions. Once I could see which searches turned into real enquiries, every decision after that was based on data, not guesswork.
Rebuilt the account around repair types. I created separate campaigns for engine diagnostics, brake repairs, clutch and gearbox work, suspension and general car repairs in Leeds. Each one had ads written for that exact problem, so a driver searching “brake repair Leeds” saw an ad about brakes.
Removed the wasted spend. I went through the search terms report every week and added negative keywords for parts, DIY guides, free checks, jobs and training. The budget that used to go on those clicks went into searches from drivers who needed a repair.
Focused on the right areas. Ads ran in Leeds and the surrounding areas the business actually covers. I moved more budget into the times and places that produced the most enquiries.
Made the business look like a safe choice. The ads showed their Google reviews, their repair warranty and the fact that quotes are given upfront. The landing pages kept things simple: what they fix, what customers say, and a clear button to call or request a quote.
Google Ads for Garages: The Results
| Metric | Result |
|---|---|
| Ad spend managed | £18.2K |
| Conversions (leads) | 500 |
| Cost per lead | £36.38 |
| Conversion rate | 16.26% |
| Clicks | about 3,100 |
A 16.26% conversion rate means about one in six people who clicked went on to call or ask for a quote. Most car repair accounts I audit are nowhere near that. For a local business going up against dealers and national chains, it meant a full diary of repair work without relying on word of mouth alone.
What the Numbers Show
About 3,100 clicks produced 500 leads, at an average of roughly £5.90 per click and a 16.26% conversion rate. That kept the cost per lead at £36.38.
For an independent garage, a single clutch, gearbox or brake job is usually worth far more than £36. Even if only a share of those leads became booked repairs, Google Ads for garages paid for itself many times over.
Accurate tracking made this possible. Every call and online booking was counted, so bidding learned from real customers rather than clicks. Google explains how this works in its guide to conversion measurement, and it is the foundation of any good Google Ads for garages setup.
What Other Car Repair Businesses Can Learn
- Track before you optimise. If you can’t see which keywords bring in calls, you’re spending blind.
- One problem, one ad. Drivers trust a business that speaks to their exact issue.
- Check your search terms often. Parts and DIY searches can quietly eat a large part of your budget.
- Show proof in the ad. Reviews, warranties and clear pricing win the click and the booking.
Need More Car Repair Leads?
If you run a car repair business in Leeds or anywhere in the UK and your Google Ads aren’t bringing in enough jobs, book a free Google Ads audit. I’ll go through your account and show you exactly where the leads are slipping away.
Want to see how I work? Read about my Google Ads management services or browse more Google Ads case studies.