Book My Garage
Driving over 21,000 bookings and £7.9m in new revenue to a 1,275-garage network through PPC at scale, geospatial campaign design and AEO-aligned local entity architecture.
Headline Results
The Client
Book My Garage operates one of the UK's largest independent garage booking networks, connecting consumers with local MOT, service and repair providers across the country. Their Indie Garage Network supports over 1,275 active garages, each running its own paid acquisition campaigns within a centrally managed account structure.
They engaged Digiconomy to scale paid acquisition profitably across the entire network, balancing aggressive growth in active garage count against strict CPA discipline, sophisticated tracking integrity and competing auction dynamics between nearby garages within the same Google catchments.
We delivered a high-velocity, multi-account PPC programme combining geospatial campaign design, automated optimisation infrastructure, deep funnel analytics and a network-wide approach to landing page and local entity architecture. Over the twelve-month engagement, the strategy generated more than 21,000 bookings worth approximately £7.9m in new revenue to garages in the network, at an average CPA of £16 whilst the active garage count grew 91% year on year.
For a top-performing garage within the network, that work translates to over 1,000 bookings in a year and roughly £375,000 in new lifetime customer revenue, demonstrating commercially significant returns at the individual operator level whilst the network grew profitably overall.
The Objectives
Clear commercial goals built around scaling paid acquisition profitably across a fast-growing, geographically dense garage network.
Profitable Network Scaling
- Grow active garage count whilst protecting account-level CPA discipline and conversion quality.
- Deliver consistent, predictable booking volume to every garage in the network, not just top performers.
Structural Resilience and Tracking Integrity
- Eliminate geographic and structural cannibalisation across closely located garages running in the same auctions.
- Restore data integrity across Google Ads, GA4 and internal booking systems to support accurate strategic decisions.
The Strategy
A network-scale PPC strategy designed to combine high-velocity optimisation, geospatial campaign design and local entity architecture into a single, profitable acquisition engine.
Geospatial Campaign Architecture
Map every active garage by latitude and longitude, calculate auction overlap at radius level and redesign targeting to minimise internal competition. A 5-mile to 3-mile radius shift alone projected a 96% reduction in extreme campaign overlap, lowering CPCs and protecting budget across geographically dense clusters.
Automated Optimisation at Scale
Operate the network as a single optimisation engine using automated budget rules, label-based campaign groupings, custom Python scripts for lead time correlation and a continuous cycle of bid, keyword and negative keyword adjustments. The infrastructure supported over 28,000 strategic changes across the network in a single year without sacrificing per-garage attention.
Local Entity and AEO-Aligned Landing Pages
Lay the foundations for bespoke per-garage landing pages on unique domains, structured as independent local entities with full schema, NAP signals and service-specific content. The architecture solves the structural cannibalisation problem at root whilst positioning every garage for visibility in Google AI Overviews and conversational local search on queries like "MOT near me" and "DPF cleaning near me".
The Campaign
Network-scale execution combining geospatial campaign design, deep funnel analytics, automated optimisation infrastructure and AEO-aligned local entity architecture.
Geospatial PPC at 1,275-Garage Scale
Every garage was mapped, distance-matrixed against neighbours and assigned a targeting radius calibrated to minimise internal auction competition. The geospatial layer protected budget across dense urban clusters and ensured every garage in the network had a realistic path to winning impressions in its own catchment.
Automated Optimisation Infrastructure
Label-based budget controls, automated pause and resume rules, Python-driven lead time correlation analysis and continuous bid and negative keyword management ran across the entire network daily. The system delivered over 28,000 strategic changes and applied more than 39,000 negative keywords during the engagement, holding CPA discipline whilst the network grew 91%.
Funnel Analytics and Tracking Integrity
A multi-source funnel investigation across Google Ads, GA4 and internal booking systems uncovered a 73% drop-off at the final booking stage and a 50% discrepancy between Google Ads conversions and confirmed bookings. Six months of cross-domain tracking corruption was identified, documented and resolved, restoring the data foundation for every strategic decision in the network.
AEO-Aligned Local Entity Architecture
The roadmap to bespoke landing pages on unique per-garage domains, supported by service-specific content for MOT, service, DPF cleaning, air conditioning, brakes and diagnostics, structures every garage as a discrete local entity with full schema and NAP signals. The same architecture that resolves the underlying cannibalisation issue positions each garage for visibility in Google AI Overviews and conversational AI search on local automotive queries.
The Outcome
Bookings driven
Network revenue
Average CPA
Over the twelve-month engagement, the combined strategy delivered more than 21,000 bookings worth approximately £7.9m in new revenue to garages in the Indie Garage Network, at an average CPA of £16 across a 91% increase in active garage count. Top-performing garages within the network saw over 1,000 bookings and roughly £375,000 in new lifetime customer revenue during the year. The geospatial campaign architecture, automated optimisation infrastructure and AEO-aligned local entity foundations built during the project continue to support profitable scaling of the network across both traditional paid search and AI-driven local automotive research.
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