Google Ads Campaign for Auto Service Provider in Spain
Introduction
A car maintenance service provider in Spain decided to work on their customer acquisition via Google Ads to capture existing demand on the market. The client offers vehicle maintenance and repair services, serving both individual car owners and small business fleets throughout their local area. They already had a Google Business Profile with positive reviews, so we didn't have to work from scratch.
Time period: 1 month Budget: €890 Platform: Google Ads Location: Spain
Objectives
The primary objective of this campaign was to drive qualified appointment bookings through Google Ads, targeting vehicle owners actively seeking automotive services in the local market.
Key Performance Targets:
Generate high-quality leads for service appointments
Maintain cost per conversion under €20
Capture high-intent local search traffic
Geo: Spain
CPA ~€20
Target audience
Primary Demographics:
Vehicle owners aged 25-65 across Spain
Individual car owners and small business fleet managers
Users actively searching for automotive services
The typical customer journey begins with an immediate need - either routine maintenance that can't be delayed or an unexpected vehicle issue requiring prompt attention. Understanding this urgency shaped the entire targeting approach.
Keyword Strategy: We focused on Spanish and English queries, exploring different groups:
High-intent service keywords
Location-based searches
Emergency service terms
Automotive manufacturer keywords
Mobile targeting proved particularly important, as automotive maintenance searches often happen when customers face unexpected vehicle problems or need to quickly find nearby service options during their daily activities.
What we did
On this project we worked only on Google ads, thus dedicating attention to capturing existing demand on the market rather than building brand awareness.
Campaign Structure:
Service-specific ad groups for different automotive repair categories
Location-based campaigns capturing local search intent
Mobile-optimized campaigns for immediate-need situations
Emergency service campaigns for urgent repair keywords
The messaging focused on practical benefits like quick turnaround times, transparent pricing, and reliable diagnostics. Trust signals including years of experience and customer satisfaction were prominently featured to help overcome the natural hesitation customers feel when choosing a new service provider.
Landing Page Experience: The booking process was simplified to accommodate customers who might be researching options while dealing with vehicle stress. Clear service descriptions, available pricing information, and a simplified appointment form reduced barriers to conversion. Mobile responsiveness ensured the experience worked seamlessly for users searching on smartphones.
Results
Google Ads main campaign metrics
At the end of the month on Google, we managed to achieve the following results:
Total ad spend on Google – ~€890;
Number of leads – 76;
Cost per action – ~€12;
As a result, the goals were successfully achieved. We were able to hit the desired cost per conversion after implementing suggested changes on the website.