Attract Customers You Could Never Reach Before

Get Customers that are Due, Past Due or Lost to Return and Bring Brand New Customers in for Service

Entice Previous Service Customers

Attract Brand New Customers

Increase Service Traffic

Build Customer Retention

Consistently Brands Your Store

Money Back Guarantee

Winning Against the Quick-Lube Competition

National chains compete on price, convenience, and brand familiarity, and your dealership can win on all three. Close the price gap with competitive express services that include value the chains can’t match (multi-point inspections, OEM parts, factory-trained techs), match their speed with a dedicated express lane targeting 45-minute turnarounds and online check-in, and out-market them locally with strong SEO, an active Google Business Profile, and a steady stream of customer reviews. Learn how to position your service department as the smarter choice for every routine visit.

Keeping Customers After the Warranty Ends

Warranty expiration is the single biggest defection point in the dealership-customer relationship, and the months surrounding it determine whether a buyer becomes a lifetime service customer or walks across the street to the nearest chain. A proactive retention strategy (built around early outreach, loyalty pricing, prepaid maintenance bundles, and consistent value reminders) turns this critical moment into an opportunity to lock in the next decade of service revenue.Learn how to communicate before, during, and after warranty expiration to keep customers in your service drive for the long haul.

Driving More Revenue From Your Service Department

Your service department isn’t a cost center, it’s the primary profit engine of the store, and most dealerships are leaving significant revenue on the table at every stage of the fixed operations cycle. From maximizing the value of every repair order to capturing tire sales, accessory installations, detailing work, and after-hours business, a strategic approach to service department revenue can transform fixed ops into the most consistent and profitable side of the dealership. Learn how to grow each RO, expand your service mix, and price your work to win on value instead of racing to the bottom.

Capturing More Tire Sales in Your Service Department

Tires are one of the largest aftermarket categories in the industry, and most dealerships drastically underperform in this category, sending millions in potential revenue straight to Discount Tire, Costco, and the independent shop down the street. With competitive pricing, proactive tread and age monitoring during every multi-point inspection, and clear communication of the value only a dealership can offer (factory-trained installation, alignment checks, road hazard coverage, and one-stop convenience), your service department can reclaim a significant share of the tire business your customers are already spending elsewhere. Learn how to build a tire program that competes head-on with the big-box retailers.

Pushing Your Service Absorption Rate Past 100%

Service absorption rate is one of the most important indicators of a dealership’s financial health, measuring how much of your total overhead is covered by gross profit from service and parts alone. The industry benchmark is 80%, but top-performing stores exceed 100%, meaning they could break even without selling a single vehicle. Reaching that level takes a coordinated effort across customer-pay labor growth, wholesale parts expansion, technician productivity, expense control, and new revenue streams like sublet work and fleet contracts. Learn how to build a fixed operations strategy that turns your service department into a true profit engine.

FAQs

What does CarPeople Marketing's service advertising include?

Our service advertising covers the full channel mix proven to drive service lane traffic: Google search and local service ads, social media advertising on Facebook and Instagram, geo-targeted display campaigns, direct mail, and email and text promotions — all focused specifically on service department offers.

Which advertising channel works best for a service department?

Google search ads targeting high-intent keywords like “oil change near me” or “brake service [city]” consistently deliver the strongest return because they reach customers who are actively searching for service right now. We layer in social media and direct mail for awareness and conquest reach.

How do you target the right customers with service ads?

We use a combination of geographic targeting, vehicle ownership data, and DMS-based audience segmentation to reach the people most likely to need your services — including your own lapsed customers, conquest prospects who own your brand, and older vehicle owners out of warranty.

Should we advertise on price alone?

No, and we do not recommend it. While competitive pricing on high-frequency services like oil changes gets customers through the door, the most effective service advertising leads with value — factory-trained technicians, OEM parts, warranty-backed repairs, and the convenience advantages your dealership offers.

How do you handle slow seasons with advertising?

We plan for seasonal dips proactively. This includes seasonal prep packages, flash promotions during historically slow weeks, declined service reactivation campaigns, and fleet outreach targeted to periods when you have excess capacity.

Can you help us market recall work to our customers?

Yes. Recall campaigns are one of the highest-ROI outreach opportunities available to a dealership. We help you query your DMS for affected VINs and build a multi-channel campaign — phone, email, text, and direct mail — to get those customers scheduled before they hear about it elsewhere.

How do we compete with Jiffy Lube and Firestone on advertising?

We help you close the price perception gap on common services while prominently advertising the advantages chains simply cannot offer: certified technicians, manufacturer diagnostics, OEM parts, and recall capability. Customers making a value comparison can be won — but only if your advantages are clearly visible in your advertising.

How much should a dealership spend on service advertising?

Industry guidelines suggest 5 to 10 percent of service gross revenue, with heavier investment during growth phases or conquest campaigns. We help you allocate across channels based on your specific goals — retention versus conquest, traffic recovery versus optimization.

How do you measure whether service advertising is working?

We track cost per repair order, appointment conversion rates, and revenue attribution by channel. Every campaign is tied to measurable outcomes — not just impressions or clicks — so you always know which spend is generating actual service business.

Can you help us promote oil change specials specifically?

Absolutely. Oil change specials are the cornerstone of service lane traffic marketing. We build multi-channel campaigns that make your oil change offer visible across Google, social media, email, text, and in-store signage — and we structure the offer to include value-adds that make it clearly superior to the chain down the street.