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FOR AUTO REPAIR TEAMS

Walk-in tickets win the day. Scheduled bays win the year.

Auto repair runs on two pipelines — the same-day ticket (check engine, brakes, won’t start) and the scheduled bay you can plan around (oil changes, seasonal tires, inspections, fleet contracts). Most shops fund the first and hope the second fills itself. Njord models a budget that earns both.

The Chest — treasure recovered
THE PROBLEM

One pipeline you spend on. One that pays you back.

PIPELINE ONE · SAME DAY
The walk-in ticket.
High intent, tight margin per ticket, hot auction. LSA, brand-keyword SEM, the maps pack — every shop bids for the same hand. The auction keeps tightening and tickets-per-dollar keep shrinking. Funding only this is funding the cycle that’s slowly compressing your margin.
PIPELINE TWO · THE CALENDAR
The scheduled bay.
Oil changes, tire seasons, inspections, fleet contracts. Lower CPL, higher margin per ticket, predictable load on the bays. The pipeline most shops don’t fund — until a competitor does, and the walk-in ticket starts costing twice as much. An empty bay on Tuesday is the lever, not the ticket.
$30/lead
AUTO REPAIR / SERVICE / PARTS MEDIAN · WORDSTREAM 2026 · N=13,474
THE NUMBER TO BEAT

The lowest CPL band in our active verticals.

Auto repair sits well below insurance and home services on the CPL curve. The bid is cheap, but every shop knows it — the auction is crowded and tickets-per-dollar are what move. Your Better tier typically lands 15–25% below the median — the leverage comes from bay-utilization economics and the routine pipeline, not the bid strategy on walk-in keywords.

WHAT YOU GET

A media budget tuned to bays, not just tickets.

01
Bay-utilization mix
Channels balanced to fill scheduled bays as well as walk-in tickets. The model treats bay-count and capacity as anchors — if your fourth bay sits idle Tuesdays, that’s where the math sends the next dollar.
02
A retention layer the math respects
Repeat customers carry the lifetime margin in auto repair. The model treats them as a separate, longer-cycle pipeline — email, list-based social, review-engine activity — sized to keep the bay calendar full quarter after quarter.
03
Modelled CPL against the auto repair median
Each channel checked against the WordStream 2026 benchmark. The model surfaces channels under the median, flags ones over, and tells you which to scale before the auction tightens further.
The Chest

Model your bay budget. In six minutes.

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