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RPM Agency · Google Ads for automotive shops
Auto Comfort is Melbourne's specialist in sunroof repair. We replaced referral-only growth with a predictable paid acquisition engine that converts enquiries into booked jobs, at economics the operator can trust.
Demand was inconsistent and uncontrollable week-to-week. There was no lever the operator could pull to fill the bookings diary.
Google Ads had to deliver profitable enquiries, not just clicks. Previous attempts had delivered traffic but not bookings.
The inspection fee was a genuine objection reducing enquiry-to-booking rate. It needed to be solved at the creative level, not the bidding level.
Most paid accounts get reset every few months when performance stalls. This one didn't, because it was built correctly and tightened methodically. Over 18 months we made hundreds of small, deliberate changes that compounded into category dominance in the Melbourne sunroof repair market.
A Local Search Performance Max campaign for category-wide reach across the Google network, paired with a tightly scoped Sunroof Repair Search campaign running Target CPA on bottom-of-funnel buyer queries. Each campaign had a single commercial job, and neither was allowed to drift into the other.
Website Phone Call conversion length adjusted from 60 seconds to 20 seconds, capturing more genuine enquiry signal while filtering out accidental taps. Attribution switched to data-driven. Every conversion action feeding bid strategies was a commercial signal the business could actually monetise.
Auto Comfort does sunroof repair, not installation, not truck AC, not upholstery. We paused Truck AC ad groups that weren't converting to sunroof jobs, and added "sunroof installation" as a negative keyword. Counter-intuitive to most advertisers, critical here.
Moved from "people in, searching for, or viewing pages about my location" to "people in my targeted location" only. Stopped paying for out-of-market researchers who'd never drive to a Melbourne workshop for a sunroof repair. Connected TV bid adjustment set to -100%.
This is where the compounding happened. Every month, new search term reports were mined for non-buyer queries and added as negatives. By early 2026 the library included competitor brands, irrelevant services (panel beating, upholstery, roof lining, smash repairs), research intent ("how to fix", "DIY sunroof"), and dozens of unrelated mechanics, tyre shops and auto chains. In February 2026 alone we applied a 748-keyword bulk negative upload.
Landing page switched to a dedicated /sunroof-repairs-maintenance/ URL, 8 new image assets added, creative rebuilt around the free inspection offer, the single biggest booking-rate unlock. The inspection fee objection that was suppressing enquiry-to-booking conversion was solved at the creative level.
Static location group created for the workshop, address, opening hours, business profile integration. When a Melbourne sunroof buyer searched on mobile, the ad triggered with directions, call button, and business hours all in the same ad unit.
Tracked enquiries at $15.27 per conversion, sustained across 18 months of compounding growth.
Discipline compounded over 18 months. No dramatic resets. No "reinvent the account" pivots. Just a tight two-campaign architecture, correct conversion signals, ruthless intent hygiene, and a negative keyword library that kept getting sharper. That's what category dominance in a local services market actually looks like, not a hack, a hundred small decisions made correctly, month after month.
Amazing work, have run our ads for the past 2+ years, generating consistent enquiry volume.Adam Witbooi, Auto Comfort