Improve your workshop's marketing

Is your workshop ready to market?

Before spending a cent on advertising, every workshop should be clear on three questions:

• What is your budget? You should be comfortable spending it consistently for three months or more.
• Do you have the capacity to take on more work? If your team is already fully committed, generating more leads can add pressure without yielding a return.
• Do you understand the costs of competing on each channel? Google Ads, Facebook, SEO and email all require different timeframes and budgets.

Skipping this groundwork often leads to false starts, short campaigns and wasted money.

Short and long term marketing

Marketing is most effective when you combine quick wins with long-term growth.

• Short-term tactics, such as Google Ads and Facebook retargeting, can generate bookings immediately, but only as long as you are spending money on the platforms.
• Long-term strategies, such as SEO, consistent branding, and content creation, create momentum, making future marketing more efficient and reliable.

Both are essential to avoid the quiet months and stay booked consistently.

Google Ads for mechanics: a deep dive

Most workshops either set up Google Ads once and leave them, or turn them off after a single bad month. Josh covered:

• How to structure Search campaigns for high-intent services like logbook servicing or rego checks.
• How to use Performance Max to show up across Gmail, Maps, YouTube and the wider web.
• Why budgets under $15 per day limit data and learning, and how $30 to $100 per day gives you a fighting chance in most local areas.
• Why you need one campaign per service to control your budget and lead volume effectively.

Google Business Profile: free but often forgotten

Your Google Business Profile helps you appear in near-me searches and map listings. Josh recommends:

• Adding your exact services with searchable terms (e.g. diesel engine diagnostics).
• Uploading photos regularly of your team, workspace, and customer perks.
• Asking for reviews after every service and replying to them publicly.

It is one of the most effective tools for attracting locals who are ready to book.

SEO basics to set you up for success

Search engine optimisation helps people find you online without needing to click an ad. You will learn how to:

• Write a strong meta title and description for each page.
• Use headings (H1s and H2s) to signal relevance to Google.
• Optimise URL slugs with service and location keywords.
• Create individual pages for each brand or service, like Toyota logbook servicing or 4WD suspension upgrades.

SEO will not deliver overnight, but when done right, it builds trust and visibility over time.

Social ads that work

Do not waste time trying to reach cold traffic on social media when your website visitors are already warm. Josh's advice:

• Start with retargeting ads that follow up with recent visitors.
• Use low-cost campaigns to stay in front of prospects.
• Show real team members, reviews, or small value-adds like free air fresheners.
• Avoid overcomplicating it. Simple reminders work best.

Website CRO (conversion rate optimisation)

CRO is the process of optimising your website to convert traffic into enquiries or bookings. Your website should:

• Have your phone number, contact buttons, and booking links visible on every page.
• Offer different options: call, text, chat, or book online.
• Clearly explain who you help, what services you offer, and what makes you different.
• Include reviews, trust icons, and straightforward navigation for service categories.

If your site gets traffic but few enquiries, your CRO needs attention.

Bring customers back with simple retention tactics

Most workshops fail to capitalise on turning one-off visits into repeat business.

• Collect customer contact details (email and phone) during service.
• Send reminders for rego checks, logbook services or seasonal prep.
• Offer a small gift or follow-up note after booking.
• Use low-cost tools to automate regular follow-ups and loyalty offers.

Keeping a good customer is cheaper than finding a new one.

ROI is not a guess: use numbers

Josh broke down a basic marketing formula. Track how many new customers your campaigns deliver, how much they spend, and which channels they come from. Even a simple spreadsheet and team process can give you clarity.

• CAC (Customer Acquisition Cost) = Total Spend divided by New Customers.
• LTV (Lifetime Value) = What a customer spends with you over months or years.
• ROI = LTV minus CAC.