The days of a simple, straight-line path to purchase are over. Today’s vehicle owners are navigating a winding, multi-stop route before they choose a new auto repair shop. From scrolling and streaming to searching and shopping, modern consumers move fluidly across devices and platforms — and shop owners who want to grow need to meet them at every stage of that journey.
At Business Actualization, we help shops understand and respond to these evolving behaviors with real-world strategies grounded in the platforms that matter most. Here’s what every shop owner should know about the modern consumer journey — and how to win at every touchpoint.
Today’s Buyer Journey Is Longer — and More Diverse (And Auto Shops Must Show Up)
According to Google’s consumer insights, 60% of consumers take six or more actions before choosing a new brand. For auto repair, that might include seeing an ad, reading reviews, visiting a shop’s website, asking a friend for a referral, checking out social media, and finally making a call.
This isn’t just interesting — it’s instructive. The shops that are consistently visible across these touchpoints build more familiarity and trust. That’s why modern marketing strategies need to blend multiple channels: Google Ads, websites, organic local search (SEO), social media, streaming media, and even channels like streaming radio and connect TV ads — all working together to keep your shop top-of-mind.
Google Search Still Leads the Pack
Even with the rise of TikTok and Instagram, Google Search remains the #1 source of informed decision-making for consumers. In fact, 40% of shoppers say Google Search helps them make smarter buying choices — more than social media or even online marketplaces.
For auto repair shops, that’s a huge opportunity. A well-optimized Google Business Profile, steady Google Ads presence, and a review generation strategy can ensure that when drivers are searching for help, your shop shows up — and stands out.
Confidence Is the Currency of Conversion
Google found that 79% of consumers feel more confident when they’ve done their research and that 75% double-check multiple sources before deciding. For auto repair shops, this means more than just being discoverable — it means being credible.
How do you build credibility?
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Google Reviews: Nothing builds trust faster than real feedback from other vehicle owners.
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Video Testimonials: A simple video of a happy customer talking about their experience speaks volumes.
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Authentic Shop Content: Introduce your team, walk through your inspection process, or explain how you diagnose repairs — video content like this makes your shop feel human and trustworthy.
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Certifications and Awards: Highlight local recognition, ASE certifications, or I-CAR Gold Class status where applicable.
Highly confident consumers are not only 10X more likely to be satisfied, but also 6X more likely to come back again. So reviews and testimonials aren’t just for attracting new customers — they’re a retention tool, too.
Strategic Touchpoints Matter More Than Ever
A recent conversation with BCG’s Derek Rodenhausen points to an essential shift: marketers need to select touchpoints that drive both reach and influence. This is especially true for auto repair businesses that serve a local area and want to reach drivers who aren’t yet in the market for service.
We break it down like this:
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Awareness Phase: Use Programmatic Advertising (including Display, YouTube, and Streaming Audio/TV) to reach potential customers based on behaviors, location, and demographics — even before they need a repair.
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Consideration or Interest Phase: Help prospects validate their choice through Google Reviews, Video Testimonials, and clear, helpful content on your website and social channels.
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Action Phase: Make sure you’re visible where decisions happen — namely on Google Search and Maps, powered by well-run Google Ads and Bing Ads campaigns and a strong local SEO presence.
This full-funnel strategy mirrors how real consumers are thinking and behaving.
Embracing the “4S” Path: Streaming, Scrolling, Searching, Shopping
Google calls them the “4S” behaviors — and they reflect how fragmented, fast-moving, and non-linear today’s buyer journey really is. Customers stream music in the car, scroll social feeds on their phones, search for shops on Google, and make decisions based on confidence built by effective marketing.
For auto repair shops, this demands a modern marketing mix:
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Streaming: Reach potential customers while they’re listening or watching Connected TV and Streaming Radio.
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Scrolling: Use Facebook and Instagram to reinforce your brand, showcase culture, and drive engagement. Reach consumers on Nextdoor with Bing Ads.
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Searching: Dominate local results with Google Ads, Bing Ads, SEO, and Google Business Profile optimization.
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Shopping: Ensure your website is built for conversion — fast-loading, mobile-optimized, and filled with proof of your expertise and the customer service you deliver.
No single channel can carry your whole strategy anymore. Success comes from layering these efforts, so they support each other — like a well-tuned vehicle powertrain, where every part works together as a system.
Auto repair shop marketing isn’t about being everywhere — it’s about being strategically present where it matters most. Today’s consumer journey is complex but not chaotic. With the right mix of reach, credibility, and visibility, your shop's marketing can guide drivers from awareness to action — and keep them coming back.
