Quick answer
Google search ads put your bodyshop in front of drivers searching for a repair right now, such as "car scratch repair near me". Keep campaigns tight: target a realistic area, bid on keywords for the jobs you want, exclude irrelevant searches, make calling easy and count calls and enquiries as conversions, not clicks.
Key takeaways
- Group campaigns by job type so you control spend on the work you want most.
- Location settings and negative keywords prevent most wasted spend.
- Measure calls, enquiries and booked jobs, not clicks.
Is Google Ads worth it for a bodyshop?
Usually, yes, because search ads reach people at the moment they need a repair. They work best when three things are in place:
- You have capacity for more work.
- Someone can answer calls or reply to enquiries quickly.
- Conversion tracking is set up, so you can see which searches bring in work.
If calls regularly go unanswered, fix that first. Paying for clicks that end in a missed call is one of the most common ways bodyshops lose money on ads.
Which keywords should a bodyshop bid on?
Start with searches that show clear intent to book a repair, grouped by job type:
| Job type | Example searches |
|---|---|
| Accident repair | accident repair near me, car body repair [town], bodyshop [town] |
| Scratches and scuffs | car scratch repair, bumper scuff repair, paint chip repair |
| Dents | car dent repair, dent removal near me, paintless dent removal |
| Resprays | car respray, respray cost, panel respray |
| Alloy wheels, if you offer it | alloy wheel refurbishment, kerbed alloy repair |
Phrase and exact match keep control while you learn what converts. Broad match can work later, once you have solid conversion data and automated bidding, but it needs close monitoring.
Negative keywords matter just as much. In the UK, "body shop" searches include people looking for the cosmetics retailer, so exclude terms such as skincare, makeup, gift and perfume. Also exclude job hunters and DIYers with terms like jobs, apprenticeship, course, training, DIY and kit. Check the search terms report every week and keep adding to the list.
How should a bodyshop set location targeting?
Target the area customers will realistically travel from, using a radius around your postcode or a list of nearby postcodes and towns. Start tight and widen it if you need more volume.
In your campaign's location options, choose to reach people who are in, or regularly in, your chosen locations. The default setting can also show ads to people who have only shown interest in the area, which wastes budget for a local business.
Which Google Ads features matter most for bodyshops?
- Call assets add your phone number to the ad, so mobile users can call in one tap.
- Location assets link your Google Business Profile and show your address and distance.
- Sitelinks send people to the right service page, such as dent repair or resprays.
- Ad copy with real proof: your review rating, years trading or a workmanship guarantee, but only claims you can back up.
Send each ad group to the most relevant page, not your homepage. Someone searching for bumper repair should land on a page about bumper repair, with a call button and a form that accepts photos.
How much should a bodyshop spend on Google Ads?
Clicks are priced by auction, so costs vary by area and job type. Instead of picking a round number, set a test budget large enough to collect 20 to 30 enquiries, then judge the results on cost per booked job.
A simple way to set a daily budget: multiply the number of enquiries you want each month by what you can afford to pay per enquiry, then divide by 30. The guide to bodyshop leads shows how to work out what an enquiry is worth to you.
How do you measure Google Ads results?
Set up a conversion for every way a customer can get in touch:
- Calls from ads, using call assets with call reporting
- Calls from your website, using a Google forwarding number or call tracking
- Form submissions, ideally counted on a thank-you page
Then connect enquiries to booked jobs, even in a simple spreadsheet. Some searches bring lots of enquiries that never book, and only this step shows which.
What are the most common Google Ads mistakes for bodyshops?
- Sending every ad to the homepage
- Never checking the search terms report
- Using broad match without negative keywords
- Showing ads when nobody can answer the phone
- Counting clicks as success instead of calls and bookings
- Targeting far beyond the area customers will travel from
Use ad scheduling to show ads mainly when you can answer, or route calls to someone who can.
Frequently asked questions
How much does Google Ads cost for a bodyshop?
You pay per click, and prices vary by area, job type and competition. Set a daily budget you are comfortable with, collect 20 to 30 enquiries, then judge the results by cost per booked job.
Should a bodyshop use Performance Max?
Only once conversion tracking is reliable. For most single-site bodyshops, search campaigns give more control over which searches you pay for. Performance Max can work well with good conversion data, but it is harder to see where the money goes.
Can I run Google Ads for my bodyshop myself?
Yes, if you can check the search terms report weekly, add negative keywords and keep conversion tracking accurate. Without that time, a poorly managed account often costs more than it brings in.
How quickly does Google Ads work?
Ads can start showing soon after they are approved. Expect a few weeks of data before you can tell which keywords and ads bring in booked work.
Want more enquiries without the admin?
BodyshopPro runs local campaigns for independent bodyshops, one bodyshop per postcode area. Enquiries come straight to you, and there are no long contracts.
Check your postcode