If you own or manage an auto repair shop in New York, one question will eventually come up, especially when business slows down or competition tightens:

How much should I actually be spending on marketing?

It’s a fair question, and an important one.

Some shop owners guess. Others ask other business owners at stages that are vastly different from their own company’s stage. But if you want to grow intentionally and consistently attract customers, your marketing budget needs to be based on strategy, not guesswork. The truth is that your marketing budget should be based on what works for your business. If you can receive the number of leads you want exclusively from referrals, then you’re all set… congratulations! But for many owners, and those looking to scale, marketing budgets need a more strategic approach.

While your budget should be personalized to your own company’s needs, we’re going to break down what a realistic marketing budget could look like for auto repair businesses in New York, and how to spend it effectively depending on where you are today.

The 5 to 10 Percent Rule Can Work… If You Spend It Right

A common guideline across industries is to invest 5 to 10 percent of your gross monthly revenue in marketing. For many auto shops in New York, this range is appropriate and sustainable—when it’s backed by a focused, well-structured strategy.

• At 5%, you’re maintaining visibility, keeping leads coming in, and staying top-of-mind in your local area.
• At 10%, you’re fueling growth, expanding your reach, and likely adding new services, locations, or customer segments.

What matters most is not just how much you spend—but where it goes, and whether your current lead flow supports your goals.

How Your Current Lead Flow Impacts Budget Priorities

Not every shop is starting from the same place.

If you’ve been in business for 20+ years, have a solid reputation, and get most of your customers through referrals, your marketing spend can focus on consistency, brand reinforcement, and retention.

If you’re newer, struggling to stay visible online, or expanding into a more competitive area, your marketing needs to do heavier lifting—and a stronger budget helps accelerate results.

Examples:

• Established shop with strong referrals
  Monthly revenue: $50,000
  Marketing budget at 5%: $2,500/month
  Focus: Local SEO maintenance, occasional paid ads, email retention
• New shop building awareness
  Monthly revenue: $30,000
  Marketing budget at 10%: $3,000/month
  Focus: SEO foundation, paid ads, conversion-optimized website, review generation
• Multi-location or high-growth shop
  Monthly revenue: $80,000+
  Marketing budget at 7–10%: $5,600–$8,000/month
  Focus: Regional SEO, full-funnel ad campaigns, lead nurture workflows, and loyalty programs to drive long-term customer relationships

Where Should NY Auto Shops Spend Their Budget First?

If your current budget is limited or you’re starting fresh, here’s how to prioritize:

1. Local SEO and Google Profile Optimization
If you’re not showing up when someone searches “brake repair near me” or “oil change in Queens,” you’re losing leads. Claim your profile, target neighborhood-specific keywords, and respond to every review.

2. Your Website
Even a modest budget should cover a fast, mobile-friendly website with clear calls to action. Make it easy to book, call, or request a quote.

3. Paid Ads for Lead Acceleration
Google Ads and Facebook Ads, when targeted locally, can bring in service-ready customers fast. Don’t waste budget sending traffic to your homepage—build landing pages that match your services and locations.

4. Email and Retention Marketing
Stay in front of customers with seasonal offers, maintenance reminders, and referral rewards. Keeping your existing clients is one of the most cost-effective marketing moves you can make.

How to Tell if Your Budget Is Working

No matter your spend, tracking is key. You don’t need to watch 50 metrics—just focus on what moves the needle:

• Calls and quote requests from your website
• Click-to-call results from search ads
• Booking volume by source
• Cost per lead from paid campaigns
• Monthly revenue growth

If you’re spending 5–10% consistently and still not seeing results, the issue may be strategy, not budget.

Ready to Take Your Marketing to the Next Level?

At Joyce Voice, we work with auto shops across New York that are serious about growing intentionally. Whether you’re spending 5% or 10%, we help you spend smarter—on channels that generate real, trackable results.

Fill out the form below to learn what’s working, what’s missing, and how to improve your lead flow with the budget you already have with Joyce Voice.