Autoshop Solutions vs Element DMA

A driver clicks your ad and calls about a check-engine light. Your advisor confirms that the shop can run diagnostics, gives a price, and offers a time. The driver says they’ll call back. What should that call count as?

It generated a viable repair inquiry. It didn’t result in a booking. And until there’s a closed repair order, there’s no revenue to attribute. If you’re choosing between Autoshop Solutions and Element DMA, ask each to show those events separately and explain what changes in your marketing as a result.

Both agencies offer websites, SEO, paid search, and AI-assisted call coaching. Autoshop Solutions describes advisor scoring through Axle and has published a dashboard integration for matching leads to closed repair orders. Element DMA publishes how EGL AI qualifies calls and sends those conversion signals back to Google Ads. The practical comparison is what each system can show and act on with your accounts. Autoshop Solutions AI Call Coach · Autoshop Solutions ROI Dashboard · EGL AI

Follow the call through three decisions

Inquiry. EGL AI scores eligible first-time calls on a 1–10 scale, with a score of 6 or higher classified as a qualified repair opportunity. The published rubric looks for repair intent and signs that the shop can do the work. Element DMA says it sends qualified-call events back to Google Ads. For the check-engine call, ask to see the score, the reason for it, and the conversion event that actually reached the ad account. EGL scoring methodology · EGL AI workflow

Booking. Autoshop Solutions’ AI Call Coach analyzes recordings and transcripts, scores service-advisor performance, and identifies missed booking opportunities. Axle provides coaching recommendations. Element DMA’s EGL Sales Coach also evaluates advisor performance, with categories such as discovery, price delivery, follow-up, and closing. Ask each to show what it would coach on the diagnostic call and how it records the outcome when the caller says they’ll call back. Axle and AI Call Coach · EGL Sales Coach criteria

Repair order. Autoshop Solutions’ published ROI Dashboard integration describes matching tracked calls and forms to closed repair orders, separating revenue by marketing source and distinguishing new from returning customers. That’s worth testing if you’re accountable for revenue by channel. The announcement describes the integration, and the current RPM page lists shop management system integration among its features. Ask which platform and package support the workflow for your shop, and how the report handles unmatched orders. ROI Dashboard integration · RPM package features

What a call report can miss

Those numbers matter when two campaigns generate a similar volume of calls. If one sends you drivers looking for diagnostics and the other sends you work your shop turns away, cost per call won’t tell you which campaign is better for your bays. Likewise, if qualified callers regularly leave without an appointment, spending more on ads may leave the same booking problem in place. A useful report helps you decide whether to change the campaign or coach the team.

Ask both agencies to demo the same three calls

Bring three anonymized examples from your shop. Ask each provider to show what the advisor sees, what the owner sees, and which conversion event reaches Google Ads.

Autoshop Solutions publicly describes call scoring, lead quality, and booking outcomes. Its AI Call Coach page doesn’t spell out which scored events, if any, are sent back to Google Ads for bidding. Ask for a live demonstration. With Element DMA, ask for the qualified conversion event in Google Ads and what the proposed setup can match to repair-order revenue in your system. These are separate capabilities, and both are worth verifying before you sign. AI Call Coach documentation · EGL AI documentation

Compare the price of the setup you actually need

Autoshop Solutions describes its tailored RPM packages and lists features such as websites, marketing, account management, reporting, and shop management system integration. Its main pricing page doesn’t show a dollar figure for the tailored RPM packages. It also publishes offers for groups such as AutoZone members and ATI clients. If you belong to either program, ask for the applicable offer and confirm whether AI Call Coach and the ROI Dashboard integration are included. RPM packages · AutoZone member offer · ATI offer

Element DMA publishes EGL Start at $690/month, EGL Business at $1,160/month, and EGL Max at $1,960/month. New website development starts at $1,500 as a separate project. Ask both providers to separate the management fee, ad spend, website work, and any integration or call-analysis charges in their quotes. If you already have a website you want to keep, get the quote with that site in scope. Element DMA pricing

Which setup fits your shop?

Put Autoshop Solutions on your shortlist if you want an automotive website and marketing package with advisor coaching, and you need to see whether paid and organic inquiries can be matched to closed repair orders in your shop software.

Put Element DMA on your shortlist if Google Ads is bringing in calls but you can’t tell which campaigns are producing the work you want, or if you need a clearer distinction between lead quality and what happens on the phone. Ask to see how EGL uses that distinction in the ad account.