Here’s the thing about Google Ads: when they’re done right, they’re like a money machine—put £1 in, get £10 out. But when they’re done wrong? It’s like setting fire to a pile of cash.
Painful, frustrating, and worst of all, avoidable.
If you’re in the detailing game, offering high-ticket services like ceramic coatings or paint protection film, Google Ads can be a goldmine. But it’s not as simple as chucking up an ad and waiting for the phone to ring. There’s a process, a method—a recipe for success.
Skip the prep, and you’ll just be paying Google for nothing. And they’ll happily take your money!
Let’s dive in, and make sure that before you even click launch on your campaigns, you’ve set yourself up for success.
Get Your Numbers Right First
Most detailers mess this up because they don’t know their numbers. If you don’t know how much you can afford to spend to win a customer, you’re flying blind.
They pluck a random number out of thin air, like ÂŁ5 or ÂŁ10, and then spend a few hundred pound with nothing to show for it.
Here’s how to work it out:
• Step 1: Know the price of the service you’re advertising. For ceramic coatings, let’s say your prices range from £300 to £1,200.
• Step 2: Understand your conversion rates. If your website converts 5% (which it should convert higher, tip coming later) of visitors into leads and Google’s charging you £2 per click, that’s £40 per lead.
• Step 3: Work out how many leads turn into sales. If you close 2 out of 10 leads, your cost per customer is £200. (Covered later!)
Now compare that ÂŁ200 to your average service price for your high-end ticket jobs. It soon adds up and eats into your profit per job. But with our advice, you can lower that cost per lead, increase your conversions, and lower that cost-per-job significantly.
Don’t Send Traffic to Your Homepage
If you remember nothing else from this article, remember this: sending Google Ads traffic to your homepage is like pouring champagne into a sieve.
And more importantly, if you work with a marketing agency that’s allowing you to do this – RUN!
Here’s why:
• Homepages are unfocused. Visitors can click around, get distracted, and leave without taking action. It’s not built for a person to have only one objective and be interested enough to find out about your services in exchange for their details. With about us, contact us, then they go to your Facebook page, you’ll spent ÂŁ2 for nothing!
Instead, build a dedicated landing page, or work with an agency that will do this for you.
This isn’t optional; it’s non-negotiable.
Your landing page needs:
• A single clear message focused on the service you’re advertising.
• A strong call-to-action (e.g., “Get a Free Quote Today!”).
• Testimonials or reviews to build trust.
• A simple form to capture leads.
Your landing page is your digital salesperson. It answers questions, builds trust, and guides visitors to take action. Anything less is money wasted.
Your job as a business owner when running advertising is to get as many leads, albeit qualified leads, as you can for every ÂŁ1 you spend. If you’re reading this, there’s a strong chance you’re a small business owner which needs to treat every marketing penny as a soldier going out to bring you something back.
When your revenue exceeds the ÂŁ30-50k per month, then you can begin focusing on Brand Awareness. But right now, you need direct marketing. You need to do everything you can to make your marketing as effective as possible, and know that you’re turning every ÂŁ1 you spend into ÂŁ5, 6, 7, 8, 9, or 10.
Don’t Expect Instant Results
If you’ve done the two above elements, and you’ve sorted out your budgets and figured out where you’re sending traffic too, you’ve done the 20% that delivers 80% of the output. Well done.
But you need to remember. Google Ads isn’t a magic wand. It’s not going to transform your business overnight. The detailers who win with Google Ads are the ones who play the long game.
Here’s the reality:
• Google needs time to learn which ads, keywords, and audiences are working.
• Your campaigns won’t be perfectly optimised from day one.
Some of the most successful campaigns we’ve run started with high costs per lead—£40, £50, sometimes more. But over time, as we refined the campaigns, tested landing pages, and Google collected more data, the costs dropped significantly.
Patience pays off. The longer your campaign runs (and the more data Google has), the better it gets.
Track Everything (And I Mean Everything)
If you don’t have conversion tracking set up, you’re wasting your time and your money. Full stop.
Here’s what you need to track:
• Form submissions: Every time someone fills out your form, it should be logged as a conversion.
• Phone calls: Use call tracking numbers specifically for Google Ads. These let you see exactly how many calls came from your campaign.
Why is this important? Because Google uses this data to figure out what’s working. Without tracking, Google can’t optimise your campaign—and you’re left guessing.
You don’t know what keyword, placement, device, or even location if targeting multiple areas are resulting in leads and sales, so how do you know if it’s working?
What gets measured gets managed!
Test, Optimise, and Keep Testing
Google Ads isn’t “set it and forget it.”
It’s a living, breathing thing. If you’re not regularly tweaking, testing, and optimising, you’re leaving money on the table. And Google won’t mind taking that money from you.
Here’s what to look at:
• Negative keywords: Stop wasting money on irrelevant clicks.
• Ad copy: Test different headlines and descriptions to see what gets the best response.
• Landing pages: Experiment with different layouts, headlines, and calls-to-action.
• Keywords: Switch between phrase match, broad match, and exact match to find what works.
Your job is to squeeze every ounce of value from your ad spend.
Partner with Experts Who Know What Works
I won’t lie to you, Google Ads is complex.
There are so many moving parts: keywords, bids, ad copy, landing pages, tracking, optimisation. If you’re doing it all yourself, there’s a strong chance you could be leaving money on the table and improving your results.
It’s opportunity cost. Everyone could do their end of year tax accounts, but an accountant who does it day-in day-out, with thousands of businesses like yours, probably knows a few ways to help your business out. It’s the same with a growth agency.
At Auto Growth, we work with over 35 detailing businesses, helping them turn clicks into customers.
This means we have thousands on thousands of pounds spent every month on platforms like Google Ads, which is a shortcut to success.
We know which keywords deliver results, how to craft landing pages that convert, and how to optimise campaigns over time.
So imagine you spend ÂŁ1,000-2,000 each month for 6 months, to achieve we can do for you from the day. Imagine the missed opportunity, leads, repeat customers, upsells, cross-sells, the potential waiting for you every day.
We’re not guessing—we’re using proven strategies that have already worked for businesses like yours.
Ready to Make Google Ads Work for You?
Google Ads has the power to transform your detailing business. But only if you do it right. Get your numbers straight. Build a killer landing page. Set up tracking. Stay patient. And, most importantly, work with people who know how to make it work.
If you’re serious about scaling your business, get in touch with us today.
Check if your area is available and apply to work with us.
We don’t work with everyone, but if we do, we’ll make sure every pound you spend on Google Ads is returning you success- guaranteed.
Let’s turn your Google Ads into a customer-generating machine.
