A Google and Meta strategy built around three Wellington workshops, three distinct audiences, and one consolidated account. Island Bay. Te Aro. Adelaide Road.
Island Bay. Te Aro. Adelaide Road. Three Wellington workshops, each serving a different community, each with its own audience and its own competitors. You started in Island Bay, bought in 2020 and built on the back of 50 years of experience. You expanded to Te Aro to serve CBD commuters. And Adelaide Road puts you opposite Wellington Hospital with a catchment that spans Mt Cook and Newtown.
The opportunity is simple: one consolidated Google and Meta account, three location-specific ad sets each speaking directly to the right audience. Right now those audiences are searching. Some are finding you. More should be.
Older vehicles, coastal driving conditions, a domestic audience who values consistency. Bought in 2020 from the founders who started it. The reputation is there. The goal is making it easier to find online.
✦Professionals dropping off before work. European and Japanese makes. A workshop that lets people get their car sorted during the week without losing a weekend.
✦Mt Cook and Newtown on the doorstep, Wellington Hospital directly opposite. A bridge between suburban and professional audiences with strong walk-in potential.
✦One Google account, one Meta account, three workshop locations. Each location gets its own ad sets, so the right message reaches the right audience without budget bleeding across suburbs that won't convert.
One Google account and one Meta account covering all three workshops. Separate ad sets within the same account for Island Bay, Te Aro and Adelaide Road. Full visibility across all three in one place.
"WOF Wellington", "mechanic Te Aro", "car service Adelaide Road". These people have decided they need a workshop. They're choosing who. We build search campaigns around each location and each service so your ad appears at that exact moment with the right workshop highlighted.
One brand awareness campaign across Facebook and Instagram, with local ad sets for Island Bay, Te Aro and Adelaide Road. Meta keeps Southend visible to Wellington locals before they need to book, building familiarity that makes the Google ad convert better when they do.
Two posts a week across Facebook and Instagram. You've got a trainee who can contribute content: short videos, behind-the-scenes, workshop life. We build a posting schedule that keeps Southend active without it becoming a burden.
Google Search is the primary booking driver. Mechanic searches are high-intent and happen when a customer needs help now. Meta plays a lighter supporting role, keeping Southend Motors visible across Wellington and building familiarity with locals before they need to book.
Franchises, aggregators and independents, all competing for the same searches. Here's what each does well, and where the gap is for Southend.
Clear service pages, fast booking, visible reviews, location-specific messaging. Southend has the substance to match all of them. The work is making it easier to find and act on.
The strongest local example. Booking-focused site, 4.9 stars, clear trust proof and a conversion-led customer journey.
National booking platform, 300+ mechanics. The slickest online booking journey reviewed: pick, compare, book instantly.
254 Taranaki Street. Strong AA name and 12-month warranty, but booking is still enquiry-only.
Established Te Aro mechanic with a loyal returning customer base built over many years.
Island Bay's biggest competition isn't other independents. It's dealerships. People are already choosing Southend over the franchise experience.
Clear service pages, fast paths to call or book, visible reviews, location messaging. Southend has the reputation to match any of them. The gap is how it shows up online, and that's exactly what we fix.
Rather than continuing with separate Google Ads accounts, we recommend consolidating everything into one clean structure. Cleaner budget control, clearer reporting, one conversion tracking setup, and a better view of which services and locations are generating real enquiries.
Built for consolidating Southend Motors' Google Ads into one clean account structure across all three Wellington workshops. Structured around how people actually search for a mechanic in Wellington. Recommended for the first 90 days while the account is consolidated, rebuilt and optimised.
Enough budget to test the main Wellington search demand across WOF, servicing, mechanic searches, repairs and all three workshop locations. After 30 days we review cost per click and enquiry quality. If all three workshops have capacity, we can look at increasing Google spend to $3,000 per month.
We recommend one dedicated booking page for Google Ads traffic. Customers enter their suburb or postcode, choose the service they need and submit a booking enquiry. The lead is routed to the closest Southend Motors workshop, with an option to choose a preferred location. One main phone number routes calls to the correct workshop. Simple for the customer, clear for the team.
Once the account is consolidated and we have real data, we can review. If campaigns are stable and only need ongoing maintenance, Southend Motors can move to Google Essentials.
Google Search captures people ready to book. Meta keeps Southend Motors visible across Wellington before that moment arrives. Together they cover the full customer journey.
While Google Search captures people actively looking for a mechanic, WOF or car service, Meta keeps Southend Motors visible across Wellington before customers need to book. One brand awareness campaign across Facebook and Instagram, local ad sets for each workshop location.
Two posts per week across Facebook and Instagram. We handle the copywriting, design and scheduling. You've got a trainee who can contribute content and we'll build a posting rhythm that keeps Southend active.
Each channel is priced separately and managed independently, reported together each month so you always have a clear picture of where spend is going and what it's producing across all three workshops.
Have a read, and let us know what you think. If you want to talk through any of it, we're happy to jump back on a call. No pressure, no rush 🫶
✦ Built for Southend Motors. Not for anyone else. ✦