In the digital age that we all live in, auto repair shop business owners hear this over and over…
You need to spend time managing your Google Ads account. They are constantly contacted by Google Ads management companies, individuals with Google Ads experience, and just about anyone else who claims that they are the right person to do it for them.
If your auto repair shop's Google Ads Account is managed correctly, your return on investment is undeniable. If it’s managed incorrectly, your return on investment is, well... NOT undeniable!
Continue reading this article if you are interested in learning what you should be looking for in a Google Ads Manager or Management Company/Consultant for your auto repair shop.
Finding The Right Fit
Whether you have multiple referrals for Google Ads managers or if you’re in the beginning stages of seeking a Google Google Ads manager/management company, you’re in the right place.
There are a variety of places to find Google Ads managers. You have many options, but don’t be misled. You’ll find Google Ads management companies with success stories from all of their previous clients. They will all claim to be the “best” Google Ads Management option in the automotive industry.
But… what is "best?" Yes, seems like an odd question. In Google Ads, though, what’s best for someone may not necessarily be what’s best for your auto repair shop. This is why we encourage you to find the best Google Ads Management option for your brand, market, and business.
Below, I will get into the details of services that Google Ads managers and management companies offer, tips for you to get the most out of your time and money, and how to narrow your options down to find the best Google Ads manager for your auto repair shop.
How To Engage Auto Shop Google Ads Management Companies to Get What You Need
Once you identify and contact several Google Ads management agencies that specialize in auto repair shops, it is helpful to have an understanding of what services they offer and how you can leverage your position in these conversations. You are the client. They want you to spend your money, so don’t lose sight of that.
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Audits, One-Time Optimizations, & One-Time Builds
If you already have a Google Ads account for your automotive business, ask for an audit. An audit is an inexpensive way to evaluate a prospective marketing agency. Oftentimes, you can get a free audit, but it is likely to come with some type of angle. It will come with a value add that is intended for you to purchase a service offering. Keep that in mind, so it doesn’t catch you off guard.
Ask if there is a cost for the audit, and especially if there is, ask if you can add a one-time optimization.
A real audit can take multiple hours, and it will tell you not only what’s wrong, but it SHOULD also tell you how to fix what’s wrong. If someone is auditing your account, the next step is to implement those changes.
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Coaching
You need to look for experience and the ability to explain complex Google Ads ideas in simple ways that potential clients will actually understand. Throw a basic question (CTR and why it matters, for example), if people can explain it in a way that you understand, maybe you have a good coach. If they confuse you and leave you with more questions, it may not be a good fit.
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Builds & Ongoing Management
We are now at the point where whether you either have an existing Google Ads account or have asked a Google Ads manager to build you one. What about the ongoing optimization?
Below, you will find my thoughts on the value and overall benefit of having a Google Ads manager.
All of your auto shop's Google Ads campaigns are going to need ongoing management. Chances are, though, you’re busy running your business.
Successful auto repair shop owners run the business, not the ad campaigns themselves.
You could have someone run your Google Ads account in-house, but can they do all of the things that a traditional Google Ads company can? If so, can they do it in the same amount of time with the same tools? You need to ask yourself which is the most efficient way to get the most effective Google Ads.
If you choose to hire a Google Ads manager, it will include the building of campaigns, if they don’t already exist, as well as the ongoing management & optimization of those campaigns.
Once you have a trustworthy and proven Google Ads manager for your auto shop, it is best to stick it out with them through the good and bad times. There are many unknowns, and most local markets have seasonality and varied amounts of search volume. But, it’s valuable because there is a knowledge of the history of the campaign(s), what is important to you, and how to manage Google Ads campaigns in your industry and market.
When they know what you’re looking for, they know what is important to you and your business.
Google Ads management companies can also help you identify areas of wasted ad spend. Oftentimes, experienced Google Ads managers can take one look at an account and save you from wasted ad spend.
Think of Google Ads from this perspective:
You can pay off the investment of marketing because it will result in new leads and more business. The longer you stick with it with a trusted Google Ads manager, the better off you are.
How Do You Determine Quality?
What does a good Google Ads management company for an auto shop look like?
We curated some questions to ask potential Google Ads management companies when you are narrowing down your options.
- What can I expect for CPC, and what can I spend for cost/lead or acquisition?
- Can I talk to the person who manages my campaign? Is there a wall between myself and the person who is hands-on with my
account? - How much time will you spend on my account?
- Will you report search terms to me?
- What do you think of my website? Will it convert?
- Are you a Google Ads partner?
- How much experience do you have in automotive businesses?
- Do you have other clients in my industry?
- Do you have experience running the type of campaigns that I am looking for?
- How do I determine what my ad spend budget should be?
In asking these questions, you’re forcing Google Ads Management providers to give you honesty and transparency. If they are unable to answer these questions clearly and succinctly, it may be best to move on.
The following are questions that an auto repair shop specialized Google Ads manager should be able to answer:
- I want to target specific vehicle brands but do not want people looking for dealerships. Can you accomplish this?
- If I target different vehicle brands or services, will the cost per lead vary?
- What is the most valuable conversion action?
- Are you managing Google Ads for any auto repair shops in my local market?
- Can I listen to phone call leads?
- How do my service advisors know that a call is from Google Ads?
When you find the RIGHT Google Ads manager (not the BEST Google Ads manager), there will still be many ups and downs. It’s just how Google Ads works. With the honesty and transparency of what is going on behind the scenes, in addition to experienced Google Ads management, you will achieve success with Google Adwords.
If you’d like to set up an appointment with Business Actualization to discuss how we can assist you with your Google Ads strategy, you can connect with us here.
