How a Sacramento Auto Repair Shop Doubled Their ROAS to 6.5x
Strategic campaign optimization increases lead volume by 724% while improving conversion rates
Client Background
An owner-operated full-service auto repair shop located in the Sacramento area, specializing in European vehicles (BMW, Mercedes, Audi) alongside all makes and models. With a stellar 4.9-star rating and a reputation for diagnostic honesty and quick turnaround times, they had built a loyal customer base serving affluent suburban residents and surrounding communities.
Despite years of reliable service and exceptional reviews, they were struggling to predictably generate new customers through digital advertising and wanted to scale their business beyond word-of-mouth referrals.
The Challenge
1. No Conversion Tracking or Attribution
The shop was running Performance Max campaigns spending $3,000/month but had no conversion tracking implemented. They couldn't tell which campaigns, keywords, or ads were actually driving phone calls or shop visits. This made optimization impossible and left them uncertain about true ROI.
2. Attracting DIY Searchers, Not Paying Customers
Their broad keyword targeting was attracting people looking for DIY solutions, "cheap" repairs, and how-to videos rather than qualified customers ready to book professional service. Cost per lead was averaging $70, well above the industry standard of $25-40 for quality leads.
3. Intense Local Competition
Sacramento's competitive auto repair market made it difficult to stand out. Chain shops and dealerships with larger budgets were dominating search results for broad terms like "auto repair near me," while the shop's STAR certification and comprehensive services weren't being properly highlighted. Without strategic targeting, they couldn't effectively compete for high-intent local customers.
Our Solution
Step 1: Implemented Complete Conversion Tracking
We set up comprehensive tracking including Google Ads conversion tracking for form submissions, call tracking integration to monitor phone leads, and Google Analytics 4 with proper event tracking. This gave the client clear visibility into which campaigns generated actual customers.
"After implementing conversion tracking, we finally knew which campaigns drove actual shop visits instead of just guessing." - Shop Owner
Step 2: Campaign Restructure with Service-Specific Targeting
We transitioned from Performance Max to highly-targeted Search campaigns organized by service type. Created separate campaigns for:
- •European vehicle specialty (BMW repair, Mercedes service, Audi maintenance)
- •SMOG testing campaigns (smog check near me, smog test Sacramento - California requirement)
- •High-intent service keywords (brake repair Sacramento, transmission service, engine diagnostics)
- •Emergency and urgent repairs (check engine light, oil change, battery replacement)
- •Local Service Ads for immediate visibility with Google Guaranteed badge
Step 3: Strategic Negative Keyword Strategy
Filtered out DIY searchers and price shoppers by excluding terms like "cheap," "DIY," "how to," "YouTube," and "free." This reduced wasted ad spend by 40% and dramatically improved lead quality. We also excluded job-seeking terms and parts-only searches to ensure budget focused on customers needing professional service.
Step 4: Geographic Precision Targeting
Implemented "Presence" targeting (people physically in the Sacramento area) vs. "Interest" targeting, with strategic radius targeting around the shop location. We focused on high-value zip codes in affluent suburban areas with bid adjustments favoring the most affluent neighborhoods. This ensured ads only showed to people actually able to visit, improving conversion rates and reducing costs.
Step 5: Continuous A/B Testing & Optimization
Weekly bid adjustments based on performance data, ongoing ad copy testing emphasizing STAR certification and "all makes and models" positioning, and landing page optimization highlighting their comprehensive services and honest pricing guarantee. This iterative approach consistently improved ROAS over the 6-month engagement.
The Results
Within 3 months of implementing our optimization strategy, the auto repair shop saw significant improvements across all key metrics:
Before vs. After Comparison
| Metric | Before Optimization | After Optimization | Change |
|---|---|---|---|
| Return on Ad Spend (ROAS) | 3.2:1 | 6.5:1 | +103% |
| Cost Per Lead | $31.60 | $28.00 | -11% |
| Monthly Leads | 13 | 107 | +724% |
| Monthly Ad Spend | $425 | $3,000 | +606% (scaled) |
| Conversion Rate | 10.4% | 15% | +44% |
| Wasted Ad Spend | 39% | < 10% | -74% |
Top Service Category
AC/Heat repair conversion rate at just $14.11 cost per lead - best performing category
Wasted Spend Reduction
Saved per campaign period by eliminating competitor brands, DIY searches, and non-converting terms
European Vehicle Focus
Cost per conversion for "Audi mechanic" keyword - targeting affluent European car owners
Campaign Efficiency
Reduction in wasted ad spend through strategic negative keywords and campaign structure
Key Takeaways
- •Proper conversion tracking transformed decision-making from guesswork to data-driven optimization
- •Service-specific campaigns (European vehicles, SMOG testing, diagnostics) outperformed broad "auto repair" campaigns by 340%
- •Strategic negative keywords reduced wasted spend by 40% while improving lead quality
- •Local Service Ads with Google Guaranteed badge generated highest-intent leads at lowest CPL
- •Highlighting STAR certification differentiated them from chain shops and dealerships
"Before working with FGPerf, we were spending money on Google Ads without really understanding what was working. Now we have a clear system based on actual data. We've doubled our ROAS, dramatically increased our lead volume, and most importantly—we're getting quality leads from local residents who need real repairs, not just price shoppers. The difference has been night and day."
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