134 Booking Enquiries in Six Months for a Hamilton Auto Workshop
How a rebuilt Google Search campaign brought a Hamilton auto workshop 134 WOF, service and repair booking-form enquiries at an average of $63 each in its first six months, plus phone enquiries on top.
- Industry
- Automotive
- Services
- Google Ads, Google Search, Lead Generation
- Client
- Kept confidential
- Published
- September 2026
01
The Challenge
Our auto repair client ran a busy workshop in Hamilton offering WOF checks, car servicing, and general mechanical repairs. Like many local workshops, they relied on word of mouth and passing trade, with no consistent system for filling the diary during quieter weeks.
They needed a reliable pipeline of bookings for:
- Warrant of Fitness (WOF) inspections
- General car servicing
- Mechanical repairs
The local market was competitive, with national chains and nearby independents all bidding for the same high-intent searches. The workshop needed to capture people actively looking for a mechanic in Hamilton and turn those searches into booked jobs.
02
Our Approach
We built a single, tightly structured Google Search campaign designed to capture high-intent local demand and turn it into WOF, service and repair bookings.
-
Step 1
High-Intent Search for WOF, Service & Repair
We targeted people already typing terms like “WOF Hamilton”, “WOF near me” and “car service near me” into Google. These searches signal someone ready to book, not just browse.
- Separate WOF, car servicing and specialist-repair ad groups, each sending traffic to its own landing page with a booking form
- Tight, intent-based keyword grouping for relevance and quality
- A 20 km radius around the Hamilton workshop to avoid wasted spend on out-of-area clicks
-
Step 2
Online Booking & Tap-to-Call
We made it easy for high-intent searchers to act the moment they landed, with clear booking forms and tap-to-call buttons on every page, so a customer could book before moving on to the next mechanic on the list.
-
Step 3
Counting Only Real Enquiries
We tracked completed booking and contact forms as the lead, and recorded taps on the phone number as a separate action, so the cost per enquiry reflects people who actually filled in a form.
03
The Results
In its first six months, the campaign produced 134 booking and contact-form enquiries at an average of $63 per form enquiry (Google Ads, form submissions only).
Here is how the ad groups compared within the campaign:
- WOF: more than half (58%) of all form enquiries, at a cost per enquiry 31% lower than car servicing
- Car servicing: the second-largest source of form enquiries, with WOF enquiries still the cheaper of the two
- Specialist repairs: only about 4% of form enquiries, with most of their response coming through phone taps instead
Phone enquiries came on top of these. Clicks on the campaign led to about 1.7 times as many taps on the workshop’s phone number as there were form enquiries. We report those taps separately rather than counting them as leads, because a tap is not always a connected call.
04
Lead Quality & Return on Investment
Every enquiry counted above is a completed booking or contact form, which is a stronger signal of intent than a click or a tap. Form enquiries on the WOF ad group cost 31% less than on car servicing, which tells the workshop where extra budget is likely to go furthest.
The bigger upside is repeat custom. WOF inspections and servicing come round on a regular cycle, so each new customer captured has the potential to return, turning one-off bookings into a base of repeat servicing customers.
05
Key Takeaways
-
01
High-intent search captures ready-to-book customers
Targeting WOF, service and repair searches reached people actively looking for a mechanic in Hamilton
-
02
Split ad groups show where the money works
Separating WOF, car servicing and specialist repairs showed that WOF brought in the most form enquiries at the lowest cost
-
03
Not every service converts the same way
Specialist-repair searchers mostly picked up the phone rather than filling in a form, which changes how that ad group should be judged
-
04
Count forms and phone taps separately
Keeping them apart gives the workshop an honest cost per enquiry instead of a flattering blended number
-
05
Recurring services make every lead more valuable
WOF and servicing come round regularly, so each new customer can become a repeat one
This campaign shows that a local auto repair workshop can build a steady pipeline of WOF, service and repair bookings through well-structured, high-intent Google Search, reducing its reliance on word of mouth and passing trade.
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