Search ads for car service centres: hot queries with make and price — turned into bookings.
Someone searching "Toyota oil change Almaty price" is already on their way to someone — the only question is who. We run Google Ads and Яндекс Директ for those queries, send traffic to service-specific landing pages with prices and booking, and measure calls and visits by keyword.
Search is the hottest channel for a car service centre: queries combining a service, a make and a city signal readiness to visit within days. But it's also competitive: dozens of shops bid on "tyre fitting Almaty" and a click costs hundreds of tenge. What wins is precision: the right negative keywords, ads showing a price and address, landing pages for each service and make, and a fast reply to every call.
In Kazakhstan the dominant search engine is Google, so we start with Google Ads: search campaigns for services and makes, local campaigns with a map and one-tap call, remarketing. Яндекс Директ comes second — it adds traffic for Russian-language queries in Almaty, Astana and the north of the country.
Calls are tracked with call tracking; visits are tracked through the CRM: the report shows the cost per customer for each query group, and the budget is reallocated to wherever the customer is cheapest.
What's included in search ad management for a repair shop.
Queries by service, make and district; negative keywords — "DIY", "training", "jobs", "buy parts" — to avoid paying for irrelevant clicks.
Separate campaigns for tyre fitting, oil change and servicing, bodywork repair, detailing, local queries and makes; separate budgets and bids.
Headlines with a "from" price, vehicle make, address and opening hours; extensions — address, phone, prices, links to services and promotions.
A dedicated page for each advertised service and make with price, technician, address and booking — not the homepage.
Google Business Profile and Maps: showing the shop on the map for "repair shop nearby", directions and a one-tap call directly from search.
Virtual numbers per campaign, call recording, quality assessment of the service advisor's responses — often the main point of lead loss.
Bringing back visitors who didn't book: display and search remarketing with an offer and address.
Cost per call, cost per booking, cost per arrived customer by campaign and keyword; weekly budget reallocation.
Campaigns and queries.
- Search "Tyre fitting": price, nearby, by make, seasonal
- Search "Oil change and servicing": price, by make, service schedule
- Search "Bodywork repair and painting": price, instalments
- Search "Detailing": valeting, polishing, price
- Search "By make": Toyota, Kia, BMW, Hyundai repair and servicing
- Search "Local": repair shop nearby, car service + district, urgent
- Google local campaigns (maps and call)
- Remarketing: site visitors who didn't book
- Яндекс Директ: duplicates of priority campaigns
Advertising policy specifics for car service centres.
Car service is not a restricted category, but some rules matter. Google rejects ads with unsubstantiated guarantees ("we'll fix any fault in an hour"). Яндекс requires the landing page to match the ad copy — if the ad states a price, the price must be on the page. Mentioning Kaspi instalments requires accurate terms with no hidden restrictions. We write ad copy to platform rules the first time and don't waste time in repeated rejection cycles.
What does a customer from search ads cost for a repair shop?
Kazakhstan benchmarks: a click for tyre fitting and oil change queries — ₸100–₸300; for bodywork repair and detailing — ₸300–₸800. A call or lead — ₸2,000–₸6,000 for basic services, ₸6,000–₸15,000 for bodywork repair. An arrived customer costs 1.5–2× more than a lead. With an average bodywork repair ticket of ₸150,000–₸500,000, that pays back on the first customer — provided the service advisor actually answers the phone.
What affects the management fee.
Management for one platform and one location — ₸150,000–₸250,000 per month; Google and Яндекс together, multiple locations or two languages — ₸250,000–₸400,000. Ad spend is paid separately, minimum ₸200,000 per month; during tyre-fitting season and for competitive services in Almaty — from ₸250,000–₸400,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Service and make landing pages are quoted separately as landing pages. General terms on the search advertising page.
The short version.
How much do search ads cost for a car service centre?
Management from ₸150,000 per month plus ad spend from ₸200,000 per month. During tyre-fitting season and for bodywork repair in Almaty, a budget of ₸250,000–₸400,000 is recommended.
Google or Яндекс?
We start with Google Ads — it holds the dominant search share in Kazakhstan. Яндекс Директ is added second for Russian-language queries in Almaty, Astana and the north: cheaper traffic, lower volume.
Is it worth running separate campaigns for specific vehicle makes?
Yes, this is one of the best decisions for a repair shop: queries like "Toyota repair Almaty" or "Kia servicing price" are less competitive than generic ones, and the customer has already confirmed you work on their make.
Can ads send traffic to the homepage?
They can, but conversion from the homepage is 2–3× lower than from a service-specific landing page. We typically build 2–4 landing pages for priority services within one to two weeks.
How do you measure results?
Call tracking counts calls by campaign; the CRM tracks bookings and arrived customers. The report shows cost per customer by service and keyword — not clicks.
Same service for other industries
Want customers from hot search queries? Send us your service list — we'll calculate a budget and a forecast.
Tell us your city, priority services, vehicle makes and your current website. We'll reply with a cost-per-customer forecast and a campaign plan within 1–2 business days.