The Roller Coaster That is Google Ads [E158]
The Auto Repair Marketing Podcast
The Importance of Long-Term Strategy and Communication
This chapter focuses on the importance of deliberate decision-making and maintaining a long-term perspective in business strategies. It also encourages consistent communication with customer success managers and deeper engagement with marketing teams and the automotive community for enhanced results.
If you’ve ever felt like your Google Ads were rockin’ one month and dead the next, you’re not crazy, and you’re not alone. In this episode, I’m joined by two of my favorite people, our COO, Hallie Wasinger, and lead CSM, Danni Marks, as we unpack the wild ride that is Google Ads.
This isn’t a blame game or finger-pointing session. It’s an honest, behind-the-scenes look at what happens when ad performance drops, whether it's caused by us making strategic changes or Google flipping switches behind the curtain. From the algorithm updates that wrecked March 2024 to the subtle behavioral shifts we’re seeing now in 2025, we cover it all.
You’ll hear why turning off your ads when things get tough might be the worst move, how Local Services Ads (LSA) are stepping in to fill the gap, and why online scheduling isn’t just convenient, it’s essential. We’ll even dig into how your website content and your service advisors' phone skills could be the hidden heroes or villains in your marketing success.
Thank you to our friends at RepairPal for this episode. RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair. Learn more at RepairPal.com/shops.
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Lagniappe (Books, Links, Other Podcasts, etc)
Google’s Local Service Ads – Everything You Need To Know - Blog
Google’s New Local Service Ads: What Auto Repair Shops Need to Know
Having Patience With Google Ads With Hallie Wasinger
Patience is Key With New Google Ads - Blog
Show Notes with Timestamps
- Introduction and Setting the Stage (00:00:01) Hosts introduce themselves, the topic (Google Ads roller coaster), and thank sponsors.
- The Reality of Google Ads Management (00:01:17) Discussion on misconceptions about Google Ads being "on/off" and the need for ongoing optimization.
- Client Feedback and Trusting the Process (00:03:06) Importance of client feedback, knee-jerk reactions, and trusting expert teams during ad fluctuations.
- Addressing Industry Concerns and Performance Drops (00:04:01) Responding to industry chatter about ad performance drops and explaining the episode’s educational intent.
- Impact of Large-Scale Changes in Google Ads (00:05:15) How significant campaign changes trigger the learning phase and temporarily impact performance.
- Client Involvement and Its Effects (00:06:22) Challenges when clients request frequent changes and the need for education and boundaries.
- Troubleshooting Declining Results (00:08:04) Example of troubleshooting an underperforming account and the impact of repeated budget cuts.
- Google-Initiated Changes: The Great Ads Exodus (00:09:30) Recounting the widespread ad performance drop from late 2023 to March 2024, its causes, and industry-wide effects.
- Algorithm Updates and Industry-Wide Impact (00:12:33) Discussion of Google’s lack of transparency, algorithm updates, and the resulting client losses.
- Consulting Experts and Waiting for Recovery (00:14:18) Hiring outside consultants, confirming no internal errors, and the normalization of results in April.
- Current Trends in Early 2025 (00:15:50) Recent dips in performance, ongoing monitoring, and the importance of not being complacent.
- Major Google Ads Updates and PMax Campaigns (00:19:50) Explaining recent algorithm changes, especially around PMax campaigns and their impact on ad performance.
- Difference Between Search Ads and PMax (00:22:08) Clarifying the difference between traditional search ads and Performance Max campaigns.
- Website Content’s Role in Ad Performance (00:24:00) Emphasizing the importance of high-quality, unique website content for ad success.
- Adapting Content for Better Results (00:25:50) Updating website and landing page copy with high-performing keywords to improve ad outcomes.
- Google Ads Evolution and Staying Current (00:27:57) Reflection on the constant evolution of Google Ads and the need to adapt.
- Should You Turn Off Ads During Downturns? (00:28:29) Advice against pausing ads during downturns and the value of staying the course.
- Consequences of Turning Off Ads (00:30:26) Negative impact of pausing ads, especially due to payment issues or switching agencies.
- Introduction to Local Service Ads (LSA) (00:32:26) Overview of LSA, its benefits, and how it’s helping clients stretch their budgets.
- Optimizing and Managing LSA (00:33:16) LSA also requires ongoing optimization; quality improves over time.
- LSA Limitations for Specialty Shops (00:34:21) LSA’s current limitations for specialty shops and how some adapt to benefit.
- LSA Drives Phone Calls, Google Ads Drive Online Bookings (00:35:37) How LSA is phone-call focused, while Google Ads can be optimized for online bookings.
- Behavioral Shift: Rise of Online Booking (00:36:43) Data shows a shift from phone calls to online appointment scheduling.
- Benefits of Online Scheduling for Shops (00:37:45) Online scheduling reduces service advisor stress and increases efficiency.
- Third-Party Schedulers and User Experience (00:40:32) Advantages of third-party schedulers over simple forms and their impact on conversion rates.
- Schedulers Help Capture More Business (00:43:08) Schedulers can prompt declined repair follow-ups and improve marketing effectiveness.
- Key Takeaways and Final Advice (00:44:53) Stay the course with ads, diversify marketing, embrace online scheduling, and communicate with your CSM.
- Closing Remarks (00:45:31) Final thoughts from the team, importance of avoiding knee-jerk reactions, and using available resources.
- Outro and Podcast Network Info (00:47:36) Podcast wrap-up, contact info, and encouragement to listen to other network shows.
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