Shop tools / AdvertisingMarketing ROI Calculator for Auto & Truck Repair Shops
Which channel pays for itself in completed repair orders? Compare Google Ads, local SEO, email and direct mail using the same gross margin and the full cost of each channel. Then see what repeat visits could add over 12 months.
Marketing ROI
- Total marketing cost
- $1,200
- New paying customers
- 18
- First-order revenue
- $5,400
- Gross profit
- $1,620
- Contribution after marketing
- $420
- Revenue / marketing cost
- 4.5×
Compare your channels
Use qualified leads with a qualified-lead close rate, or all inquiries with an all-inquiry close rate. Attribute each job to one channel. Include fees, creative, postage and media where applicable.
12-month forecast
Assume the same number of new customers and the same spend each month. A share of each cohort returns once after the interval you enter. Repeat visits earn the usual ticket plus the expected add-on. Customers acquired before month one are excluded.
View monthly forecast table
How to calculate marketing ROI for a repair shop
- Pick a period. Use spend, leads and paid first repair orders from comparable periods. Allow time for recent inquiries to convert.
- Enter each channel. Use billed sales divided by completed jobs for your average repair order. Override the shop ticket if a channel brings a different service mix.
- Calculate first-order profit. Multiply leads by close rate, then by average ticket to find revenue. Multiply revenue by gross margin and subtract channel cost. Divide the result by channel cost for ROI.
- Review acquisition and retention. Compare cost per lead, cost per customer and payback. Export results or change repeat-visit assumptions to model loyalty offers.
$1,200 brings 150 leads. A 12% close rate gives 18 paying customers. With a $300 ticket, sales total $5,400. At 30% margin, gross profit is $1,620. After marketing, $420 remains before overhead and taxes. That’s a 35% marketing ROI and a 4.5× revenue-to-cost ratio.
Why compare channels on gross profit?
A low-cost oil change and a transmission repair can both count as one conversion. Compare what each paid job contributes after parts and labor. A channel with more expensive leads can still deliver more profit if its customers book higher-value jobs.
What payback and customer value mean here
Payback is the first modeled month when a new customer’s expected cumulative gross profit covers acquisition cost. The first job occurs in month one. The model allows one repeat visit. Customer value is the expected sales from those two opportunities, before costs. Fractional customer counts are forecast averages.
Where retention fits
Use closed repair orders to estimate how many first-time customers return for maintenance. Enter add-on sales only if they are additional to the usual ticket. You can compare this with your Google Ads budget plan.
Marketing ROI calculator FAQ
Which records do I need?
Collect channel invoices, unique leads, completed first jobs, average billed sales and your gross margin. For repeat business, use a customer cohort old enough to have returned.
Can I compare SEO, email and direct mail with Google Ads?
Yes. Include the cost of running each channel. Revenue divided by spend is ROAS when spend includes only advertising media. For SEO and blended costs, read it as revenue per marketing dollar.
Is the calculator free?
Yes. You can compare channels without signing up. Figures stay in this page during the session. Export a copy before closing or reloading.
Can I export the results?
Export CSV downloads the channel assumptions, calculated metrics and monthly forecast so you can review them with your service manager or accountant.
How often should I review ROI?
Review after enough repair orders have closed. Quarterly comparisons are useful for planning. Revisit the model when prices, service mix or lead handling change.
How do I calculate Google Ads ROI?
For $1,000 in advertising and $4,000 in attributed repair sales, ROAS is 4×. At a 40% gross margin, those jobs produce $1,600 gross profit. After ads, $600 remains, giving a 60% return before overhead. Include management fees in marketing cost when evaluating the entire channel.
Google Ads and call-tracking case studies
Explore campaign reports and Google Maps call data from repair shops. Select any screenshot to view it at full size.
View repair shop case studies →Built for repair shop owners
Element DMA works with independent auto repair, collision, diesel, truck and trailer shops across the US. We built this worksheet to compare acquisition costs, repair-order margins and repeat business across marketing channels. Our team plans campaigns, reviews call quality and reports on results. Contact Element DMA.
Which channel should get your next marketing dollar?
Bring your channel comparison to a free 30-minute consultation. We’ll review qualified calls, closed repair orders and the work you want to book next.
Book a free consultation View pricing