Collision repair marketing

Marketing for auto body & collision

An unplanned, high-stress, high-ticket purchase that happens on a phone hours after an accident. Every lever in the account flows from that.

Start with the buyer, not the account

Collision repair is an unplanned, high-stress, high-ticket purchase. Nobody has a body shop bookmarked — the search happens hours after an accident, almost always on a phone. Every decision in the account flows from that.

Accident happens

Zero existing brand loyalty

Insurance claim filed

Adjuster pushes their DRP shop

Google search

“body shop near me” — mobile

Call or photo estimate

Speed-to-lead decides the winner

Car in the bay

ARO ≈ $3,000–$4,500

Two kinds of demand, two strategies

Insurance-pay jobs — collision, “near me,” insurer-approved searches. The money keywords, where the budget concentrates.
Customer-pay jobs — bumper, dent, scratch. Smaller tickets and price shoppers, useful for filling slow weeks — run separately, never mixed in.

What this means tactically

The phone is the conversion — 60–75% of leads come in as calls.
70–80% mobile traffic — everything gets judged on a phone first.
Forgiving economics — a $150–$250 qualified lead against a $3,500 average RO means the risk isn't the CPC, it's wasted clicks and slow follow-up.