He and Sunil Patel started Tekmetric in 2016, and today, it’s become the preferred auto tech software in the auto repair industry.
Prasanth’s success prompted Authority Magazine to contact him for an interview on the formula for scaling success.
Below are just a few excerpts of Prasanth’s interview with Ken Babcock (CEO of Tango), along with bonus content for any entrepreneur seeking to scale their business.
Scaling with People
Let’s look at each component.
The Right People.
First, you have to have the team that serves your company the best.
At Tekmetric, we learned this the hard way. We had a phenomenal idea — but our first team wasn’t comprised of exactly all the people we needed.
And that meant we failed in the first round. It was disappointing, but we learned a valuable lesson, and the next round, we hired people based on the talents we knew we needed. It was the right move, and it set us in the right direction toward success. In fact, many of the team members from this second group are still with us today.
Tekmetric’s People Today: The Best Support in the Industry
Today, Tekmetric has a growing team of people working in various departments, such as customer support, sales, product development, and human resources.
Walk into our Houston headquarters, and you’ll see people from all backgrounds catching up on their week, discussing the next product update, or talking about the future of our company over a cup of coffee.
A large portion of our team works remotely. We have employees across the United States, including: </p><ul>
Cleveland, OH
Washington, DC
Denver, CO
San Diego, CA
But no matter where our team members are, one of the big things they have in common is that they’re passionate about providing Tekmetric’s customers with the best experience and support possible.
Our support team in particular is easy to get in touch with.
Customers don’t have to spend hours listening to annoying “waiting” music on the phone or anxiously sitting in front of their computers for a response to a support ticket.
The Tekmetric support team acts to get questions answered quickly and any issues resolved fast.
After all, auto tech software needs to move at the pace of the auto repair industry—fast—and support is an important part of that process.
Having the idea is great; getting it right as you grow is vital. You may not have the details fully fleshed out, but you must know what you want to do and the tools you need to get there.
I’ve always said, if you have a goal in mind, and you don’t know how to get there, then you’re doing something right.
If you do know how to get there, you’re not thinking big enough. Think long and hard about what you want your business to look like.
Once you figure out those initial steps and orient yourself in the right direction, you can think ahead to challenges like growing and scaling.
Tekmetric’s Direction Today: Driving the Auto Repair Industry Into the Future
The Tekmetric team keeps a close eye on what’s happening in the auto repair industry so that we can stay one step ahead when it comes to driving the auto repair industry into the future.
For example, Tekmetric listened to its customers’ desires for a true two-way texting feature, which enables shops and their customers to communicate more seamlessly than ever before.
Tekmetric also frequently adds to its list of integrations with industry-leading tools so that shop owners can set up workflows that work best for them.
And Tekmetric listens to what shop owners, technicians, and service advisors are saying, taking their feedback and suggestions into account.
We know that we cannot do this on our own, and respect the contributions of people throughout the industry.
Scaling Your Finances
As you scale your business, be intentional with your finances.
When you start making profit, don’t take that as a sign to relax financially. You need to find the right balance. The biggest thing at Tekmetric has been knowing when to expand and take on extra resources.
A lot of companies start with an idea, raise a ton of capital and try to build something gigantic, and they don’t move strategically.
Before you scale, look at your resources: are you using funding efficiently?
Are your people paid too little, or too much? I think about it like a car — I wouldn’t put it on the road with no gas or unaligned tires. The same applies to your company and its resources.
Tekmetric’s Finances Today: New Funding, New Horizons
As Prasanth told Authority Magazine, we’re always intentional about our finances. Ultimately, financial intentionality from the get-go is what enables us to get the right resources in place to offer shops auto tech software that doesn’t break the bank with astronomical pricing.
Part of our financial strategy includes securing funding. In December of 2021, we raised a fresh round of funding from Susquehanna Growth Equity (SGE).
We’re using our funding to scale by adding more people to our engineering and technical teams. We’re also going to enhance our product, so it continues to meet the needs of shops as the industry evolves.
We are grateful to connect with such excellent funding partners and the opportunity to fund our next stage of growth.
Preparing for Growth
Inevitably as you’re scaling your business, you’re going to hit a roadblock. Expect roadblocks. You have to be okay with this, and you need to be prepared to pivot, realign and take on a new plan.
That might mean a project takes another quarter, or that you lost a deal because you couldn’t deliver results.
For Tekmetric, sometimes a feature doesn’t go as planned or is released late. We might have a big enterprise client that’s upset with us because they’re not getting the results they want.
Having a stomach for those things and realigning as needed is crucial. Not everything goes perfectly as planned, and that’s part of the scaling journey.
Tekmetric’s Preparation Today: Work Hard, Play Hard
We’ve come a long way as a team since the early days of our business. Now that we have a large team, we’ve put an even greater focus on learning and training—both internally and externally.
We hold in-house product training sessions to make sure everyone across the company understands our auto tech software and the people we serve. Understanding the ins and outs of the software is what enables each member of the team to do their best work for our customers.
We also train people externally, encouraging them to get professional certifications in their fields.
We’re always on the lookout for the best talent. Our people and culture team actively seeks new talent to bring to Tekmetric.
By retaining and hiring people at the top of their game, we’re ready to pivot at a moment’s notice. If something doesn’t go as we expected, or we want to see something exist that doesn’t exist yet, we roll up our sleeves and build.
We work hard, but we play hard, too. Throwing some fun into the mix is a vital reason why we’re able to adapt and respond to challenges so well. Our weekly breakfasts are a popular tradition.
Every Wednesday, people at our Houston headquarters and San Angelo, TX office mingle and munch on whatever is on the menu (which can range from delicious donuts to breakfast tacos… after all, we’re in Texas! Breakfast tacos are a must).
People also hang out for lunches, happy hours, local events—they just want to connect with the people they work with each day.
Persistence During The Growing Pains
Finally, don’t stop challenging yourself and looking to build your business. Success is the result of a journey, not a result alone.
Being an entrepreneur is a journey, and it’s always evolving.
Your business is not a standstill component — it’s a growing entity that needs to be nurtured. It’s a journey that keeps growing and evolving, and it keeps getting nurtured.
You have to enjoy the process and create new goals to maintain your progress, even as you reach old goals.
Tekmetric’s Persistence Today: One Mile at a Time
Our philosophy is that good auto tech software needs to evolve with the times.
We didn’t just create a stagnant product that we sell to shop owners year after year. We’re always striving to iterate and innovate; we want our existing customers and the new shops we get in front of to have access to the best of the best features.
That’s not to say we haven’t hit some speed bumps along the way.
A few flat tires are a part of life. But we work through those challenges as a team because we have the end goal in sight: driving the auto repair industry forward one mile at a time so shop owners can provide world-class service to their customers and provide great lives to their team members.
In today's digital world, relying solely on word-of-mouth is like trying to change a tire with a pair of pliers—it’s inefficient and frustrating. You need a modern tool, a solution designed to attract new customers to your shop. That tool is Google Ads, a Pay-Per-Click (PPC) advertising platform allowing you to target new customers when they need you most.
If you've heard the term but aren't sure how it fits into your business plan, you're in the right place. This comprehensive guide will break down everything you need to know about Google Ads for your auto repair business.
What are Google Ads (PPC)?
At its core, Google Ads is a Pay-Per-Click, or PPC, platform where advertisers pay a fee each time one of their ads is clicked. Think of it as renting a prime piece of real estate on the first page of a search engine like Google or Bing. Instead of trying to earn those top spots organically through Search Engine Optimization (SEO), which can take months or even years, you're essentially paying to jump the line.
Types of Google Ad Campaigns
Search campaigns
Paid search ads are the most common type of Google Ad campaign, allowing auto repair shops to target based on keywords. Shops can find new customers by bidding on keywords like “Oil change near me” or “Transmission shop Denver, Colorado.” This campaign type is effective because you can target local customers at the moment they are searching for help.
Display campaigns
Display PPC campaigns are another effective campaign type that shops can use to target customers with more creative ads. Display ads offer a visual component that could be a static image or a short video. Display ads can show across a wider audience and are not confined to just Google search.
Retargeting campaigns
Retargeting campaigns are exactly what they sound like. Mechanic shops can target prospects who have visited their website with ads that can display on other websites. For example, a customer could have visited your website (YourShop.com) and then bounced to Forbes.com. You can then show an ad on Forbes.com (and other websites) as they browse the web, so your shop can stay top of mind.
Video campaigns
Video campaigns are mainly used by auto repair shops to target customers on YouTube. You can target automotive DIY videos where users may run into issues and look for a shop instead.
How to set up your first Google Ad campaign
Open a Google Ads account (if you haven’t already). Fill out your business information and attach your payment method. This is also a good time to delegate account access to other employees if needed.
Start your keyword research. Identify the search terms your potential customers are typing into Google when they need help (e.g., “brake repair near me,” “check engine light diagnostics,” “mechanic in Houston”). If you need help finding the right keywords, you can start by asking the next customer who walks in your door, “How did you hear about us?”.
Finalize your budget and bidding. Set the maximum amount you're willing to pay for a single click on your ad. This bid, combined with the quality and relevance of your ad, determines your ad's ranking position.
Find your audience. Select which geographical areas you want to target with your ads. Most shops select a radius around their physical location to ensure they are targeting customers nearby.
Add extensions. Extensions show up beneath your ad and can include your phone number or service-specific pages of your website. Extensions help you take up more room on Google and increase your chances of attracting a click.
Publish. Once you publish your ads, your ads will go through an approval process and either go live or be rejected. You can always make edits and resubmit your ads if they are initially rejected.
Monitor and analyze. Once your ads are running, you will be able to see clicks, impressions, cost, and other data in the Google Ads platform. You can even set up conversions and UTM tracking to see how many new customers are scheduling online appointments with your shop.
Should Mechanic shops use Google Ads?
The short answer is an emphatic yes. While many forms of marketing cast a wide net, hoping to catch a few fish, PPC marketing is like using a high-tech fish finder. For an auto repair shop, the "when" is just as important as the "who," and Google Ads excel at connecting you with customers at the moment of their highest intent.
Consider the mindset of a person who needs auto repair services. Their car is making a strange noise, a warning light is on, or worse, they're stranded on the side of the road. They aren't casually browsing; they have an urgent, specific problem that needs an immediate solution. What do they do? They pull out their phone and perform a Google search for a local mechanic.
This is where auto repair PPC shines. It allows your auto repair shop to appear at the very top of the results for those high-intent searches. You're not interrupting their day with an ad they don't care about; you are providing the exact solution they are actively looking for. This makes Google Ads one of the most effective marketing efforts for service businesses, especially in the emergency-driven auto repair industry. It levels the playing field, allowing dedicated local shops to gain immediate online visibility and compete effectively against large national chains.
Tek-Tip: Don't have enough time to run marketing campaigns? Learn more about Tekmetric Marketing, featuring online appointment booking, SEO-optimized websites, and automated review management.
Benefits of PPC Marketing for Auto Repair Shops
Integrating a well-managed PPC advertising campaign into your marketing strategy can deliver a host of powerful benefits that translate directly into more customers and higher revenue.
Immediate Traffic: Unlike email marketing or social media, a PPC campaign can start to drive traffic and generate phone calls almost overnight. Once your ad campaigns are approved, your shop can be visible to potential customers within hours, which is crucial when you have empty bays to fill.
Precise Targeting: PPC platforms offer incredibly granular targeting options. You can show your ads to people based on:
Location: Target users within a specific mile radius of your shop, in certain zip codes, or in an entire city. This ensures you’re not paying for clicks from people who are too far away to become customers.
Keywords: You target the exact automotive services you offer, from a simple oil change to complex engine issues.
Time of Day: Only want to run ads during your business hours to ensure someone is there to answer the phone? You can do that.
Device: You can bid more for mobile users, who are more likely to be in need of immediate help and use click-to-call features.
Budgetary Control: Worried about a runaway budget? With PPC, you're in the driver's seat. You set a maximum daily or monthly ad spend, and you'll never pay more than that amount. You can start small, test the waters, and scale your investment up or down based on your return on investment.
Measurable Results: This is a major advantage over traditional advertising. Every aspect of your PPC campaigns can be tracked. You can see exactly how many people saw your ad, how many clicked it, and how many of those clicks resulted in a phone call or a contact form submission.
Increased Brand Awareness: Even when users don't click on your ad, seeing your shop's name at the top of the search results builds familiarity and trust. When they see your name repeatedly for different service-related searches, you become a recognized authority in your local area. This boost in brand awareness is a valuable byproduct of a consistent PPC presence.
Effective PPC Strategies for Auto Repair Shops
Launching a campaign is easy; launching a profitable one requires a solid strategy. Simply throwing money at Google Ads without a plan is a quick way to burn through your budget. Here are the essential strategies to ensure your PPC ads deliver results.
Keyword Research
This is the foundation of your entire campaign. You need to get inside the heads of your target audience and think of keywords they would search for. Your keyword research should include:
Service-Specific Keywords: "brake pad replacement," "transmission repair," "car AC service."
"Near Me" Keywords: These are huge for local service businesses. Google often appends "near me" automatically for mobile searchers.
Negative Keywords: Just as important is telling Google what not to show your ads for. Add negative keywords like "jobs," "training," "DIY," "parts," and "free" to avoid paying for irrelevant clicks from job seekers or people looking to do the work themselves.
You should note that each keyword has a different cost per click average depending on location and number of competitors. Bid on keywords that are important for your shop and fit your budget.
Compelling Ad Copy
Your ad copy is your 3-second elevator pitch. It needs to grab attention and persuade the user to click.
Highlight Your Strengths: What makes you different? Mention your ASE-certified technicians, warranties on parts and labor, free loaner cars, 5-star reviews, or your years of experience.
Include a Strong Call-to-Action (CTA): Be direct. Use phrases like "Call Now for a Free Estimate," "Book Your Service Online," or "Get a Quick Quote."
Use Ad Extensions: These are extra snippets of information that make your ad bigger and more useful. Use call extensions to add your phone number for easy click-to-call, and location extensions to show your address and link to Google Maps. Sitelink extensions can direct users to specific service pages on your website.
Optimized Landing Pages
A click is wasted if the user gets to your website and is confused or unimpressed. Your landing pages must be designed to convert visitors into customers.
Relevance is Key: If your ad promises "Brake Repair Services," the landing page should be all about your brake repair services, not your homepage.
Mobile-First Design: The majority of auto repair searches happen on mobile phones. Your page must load fast and be easy to navigate on a small screen.
Clear Contact Information: Your phone number and address should be prominently displayed and clickable.
Build Trust: Feature customer reviews, testimonials, photos of your shop, and logos of any certifications (ASE, AAA Approved, etc.).
Bidding and Campaign Management
Google Ads is not a "set it and forget it" strategy. To truly succeed, you need to actively manage and optimize your campaigns.
Structure Your Campaigns: Create separate PPC campaigns for each major service category (e.g., Brakes, Engine, Transmission, General Maintenance). This allows you to tailor your ads and landing pages for maximum relevance, which Google rewards with a better Quality Score and lower CPC.
Track Everything: Implement conversion tracking to monitor not just clicks, but actual leads—phone calls and form submissions. This is the only way to measure true campaign performance.
Continuously Optimize: Regularly review your metrics. Pause keywords that aren't performing, test new ad copy, and adjust bids to focus your ad spend on what drives the best conversion rates.
How Much Should Automotive Shops Invest in Google Ads?
This is the most common question, and the answer is: it depends. The right budget for your shop is influenced by several factors, including your location's competitiveness, the specific services you're advertising, and your overall growth goals. A shop in rural Nebraska will have a much lower cost per click than one in downtown Los Angeles.
Instead of focusing on a magic number, think about your investment in terms of objectives and ROI. A good starting point for a small to medium-sized auto repair shop might be anywhere from $500 to $2,000 per month. This initial investment allows you to gather enough data to see what works.
The most important metric isn't the upfront price; it's the return on investment. If you spend $1,000 on Google Ads in a month and it brings in five new repair jobs that generate $4,000 in revenue, your marketing efforts have delivered a 4x return. From that perspective, the initial cost is more than justified.
For shops new to this space, partnering with a digital marketing agency that specializes in Google AdWords services can be a wise investment. They have the expertise to avoid common pitfalls, maximize your budget, and accelerate your path to profitability.
Final Thoughts
In a competitive market, standing still means falling behind. Pay-per-click advertising is the fuel your marketing strategy needs to accelerate past the competition. It offers an unparalleled ability to connect with customers at their moment of need, providing immediate, targeted, and measurable results.
By conducting thorough keyword research, crafting compelling ads, building high-converting landing pages, and diligently tracking your campaign performance, you can transform your online presence from a sputtering engine into a finely tuned machine that consistently delivers new customers. It’s time to take control of your lead generation and explore what a well-executed auto repair PPC campaign can do for your shop.
We’re excited to announce that Tekmetric, the leading cloud-based shop management system for automotive repair shops, is joining forces with Shopgenie, the leading auto repair shop CRM, to provide a comprehensive all-in-one solution that optimizes operations and drives growth for auto repair shops. This combination is set to combine the best of both worlds, offering shop owners smarter tools, seamless integrations, and enhanced features to optimize operations and drive growth—all from a single, unified platform.
So, what does it mean for our partner shops? Here’s a few of the benefits you’ll see in the coming months:
Streamline your operations: Managing your shop requires balancing internal processes while delivering top-notch customer service. With the addition of Shopgenie, we’re not just expanding our platform—we’re creating a true all-in-one solution that addresses the real-world challenges you face every day. Soon, you’ll have one platform, one login, and one phone number for all customer communication, simplifying your workflow and reducing complexity.
Enhance Customer Engagement: Keep your customers informed and engaged with automated marketing tools, text reminders, and follow-ups. With integrated communication tools, you’ll deliver exceptional service that strengthens relationships and boosts customer loyalty.
Increase Efficiency & Profitability: Benefit from seamless integrations with CRM, booking, and marketing tools that reduce manual work, streamline operations, and ultimately increase profitability. Plus, you’ll continue to have the flexibility to use Tekmetric’s 70+ integrations in our robust ecosystem, with Shopgenie continuing to build and support integrations with other shop management systems.
Here’s what our leadership has to say:
“This combination sets a new standard for efficiency and customer experience in the industry. At Tekmetric, we are committed to providing shop owners with best-in-class tools to manage and grow their businesses. Similarly, Shopgenie’s ability to solve real-world challenges with intuitive technology has earned it the trust of shop owners nationwide,” said Sunil Patel, Founder and CEO of Tekmetric. “Together, we are building an all-in-one platform that empowers shop owners to attract, retain and serve customers more effectively, driving long-term growth.”
“Tekmetric’s relentless pursuit of innovation and passion for creating products that make shop owners’ lives easier could not be a more perfect fit for Shopgenie and our customers,” said Kieran O’Brien, CEO and Co-Founder of Shopgenie. “Our combined strengths will create a more complete, powerful platform that sets a new standard for auto repair software solutions.”
At Tekmetric, helping shops measure up is at the core of everything we do. With this combination, we’re building a seamless, all-in-one solution to manage every aspect of your shop more effectively. Together, we’re setting a new benchmark for the industry and aim to take your shop to the next level. Learn more at https://www.tekmetric.com/shopgenie.
We’re proud to share that the Tekmetric Mobile App has been named a winner of the 2025 MOTOR Top 20 Award, an honor that recognizes the 20 most innovative and impactful tools and technologies shaping the automotive industry.
For decades, the MOTOR Top 20 Awards have been a benchmark for excellence, celebrating advancements that help technicians work more efficiently and shop owners operate more profitably. To be included on this list is a powerful acknowledgment of our team’s commitment to solving real challenges for repair shops
The Tekmetric Mobile App was designed to make shop management easier and more effective. By streamlining workflows, enhancing communication, and providing shop owners with the real-time insights, the app equips teams to deliver a better customer experience while running a more profitable business..
Tek-Tip: Learn more about the Tekmetric Mobile App. Now available in the Apple and Google App stores.
This recognition wouldn’t be possible without the thousands of shop owners, service advisors, and technicians who share their feedback with us every day. Your trust pushes us to keep improving, and this award reflects both your partnership and our team’s dedication to moving the industry forward.
As we look ahead, we are more motivated than ever to build solutions that give repair shops the horsepower to grow, the efficiency to scale, and the tools to deliver service with confidence.
To learn more about the MOTOR Awards and view the 2025 Top 20 Awards, visit https://www.motor.com/2025/09/motor-announces-2025-top-20-awards-winners/
About Tekmetric
Tekmetric, the leading auto repair technology company, improves auto repair shops through the relentless pursuit of innovation. Tekmetric’s all-in-one cloud-based auto repair platform, including shop management, payments, marketing, technology integrations, and real-time data, empowers auto repair shops nationwide. With Tekmetric, shop owners can create transparency, enhance productivity, increase profitability, and deliver a superior customer experience for vehicle owners.
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