⚠ HIDDEN DAMAGE DETECTED
YOUR CAR LOOKS FINE.
IT'S NOT.
IT'S NOT.
Most collision shops miss up to 40% of structural damage that only shows on OEM diagnostic scans.
GET YOUR FREE DAMAGE SCAN →
Concept 01 · Fear of Hidden Damage
THE HIDDEN DAMAGE REVEAL
Targets the #1 fear post-collision — the worry that your car was "fixed" but still has hidden structural damage. The animated scan graphic creates a dopamine hit of "I need to know this."
Format
Static Image or Reel
Audience
Recent accident, luxury owners
Objective
Lead Gen / Calls
CTA
Free Scan / Book Now
Hook Copy (first 3 seconds)
"Your car passed the visual inspection. That doesn't mean it's safe."
Body Copy
After a collision, frame damage, airbag sensor failure, and suspension misalignment are invisible to the naked eye — but show up on our manufacturer-certified diagnostic scan.
Most shops don't have the tools. We do.
Most shops don't have the tools. We do.
Why This Converts
People don't know what they don't know. This ad creates urgency without being salesy — it's informative fear. The scan visualization makes the abstract (hidden damage) feel tangible and real.
YOUR INSURANCE COMPANY
DOESN'T WORK FOR YOU
DOESN'T WORK FOR YOU
They will steer you toward their preferred shops. Here's what they don't tell you:
❌ "Go to our partner shop"
Their "partner shop" gets paid less per job — meaning cheaper parts, faster repairs, less care. Their profit. Your risk.
✓ YOUR LEGAL RIGHT
In California, you have the right to choose any licensed body shop. Full stop. They cannot force you.
KNOW YOUR RIGHTS — FREE GUIDE
Concept 02 · Insurance Steering Fear
THE INSURANCE TRUTH BOMB
Insurance steering is the #1 manipulation tactic used against collision customers. This ad positions CSCC as the consumer's advocate — building trust while exposing a genuine threat to their vehicle's safety.
Format
Carousel or Video
Audience
Recent accident reports, 25–55
Objective
Brand Awareness / Saves
CTA
Download Guide / Call
Hook Copy
"3 things your insurance adjuster says — and what they actually mean."
Body Copy
"Go to our preferred shop" = Cheaper labor, aftermarket parts, and a shop that answers to them — not you.
"We'll only cover this amount" = Starting point. Not final. Always negotiable.
At City of Stars, we handle insurance for you. Mercedes, Land Rover & Subaru Certified. OEM parts only.
"We'll only cover this amount" = Starting point. Not final. Always negotiable.
At City of Stars, we handle insurance for you. Mercedes, Land Rover & Subaru Certified. OEM parts only.
Why This Converts
People feel powerless after accidents. This ad gives them power back — and positions CSCC as the hero who protects them. The "know your rights" angle has high share/save rates, extending organic reach.
★ MERCEDES · LAND ROVER · SUBARU CERTIFIED ★
NOT ALL SHOPS ARE
CREATED EQUAL.
CREATED EQUAL.
P
Mercedes · Land Rover · Subaru Certified
One of the few certified centers in LA
✓
OEM Parts Only
Factory-spec components restore original safety ratings
✓
Factory Repair Procedures
We follow each manufacturer's exact repair protocol — not shortcuts
✓
Resale Value Protected
Certified repairs documented in vehicle history
✓
Warranty Preserved
Non-certified repairs can void manufacturer warranty
BOOK AT CSCC
Concept 03 · Authority Positioning
THE CERTIFICATION FLEX
Most luxury owners don't know that non-certified repairs can void their warranty and tank resale value. This ad leads with credential authority and converts on consequence — they can't afford not to use CSCC.
Format
Static / Carousel
Audience
Mercedes · Land Rover · Subaru owners
Objective
Conversions / Calls
CTA
Book / Get Estimate
Hook Copy
"Taking your Mercedes, Land Rover, or Subaru to a non-certified shop might just cost you your warranty."
Body Copy
Mercedes, Land Rover, and Subaru only honor warranty claims when repairs are performed by a certified collision center using OEM parts.
City of Stars Collision is a certified collision center for Mercedes-Benz, Land Rover, and Subaru — serving all of Los Angeles. We also work directly with your insurance — so there's no reason to go anywhere else.
City of Stars Collision is a certified collision center for Mercedes-Benz, Land Rover, and Subaru — serving all of Los Angeles. We also work directly with your insurance — so there's no reason to go anywhere else.
Why This Converts
Luxury owners respond to status and consequence. The certification checklist creates a comparison that immediately disqualifies competitors. Warranty/resale value is a hard financial hook — not just an emotional one.
THINGS YOUR SHOP WON'T TELL YOU
5 FACTS THAT CHANGE
EVERYTHING
EVERYTHING
01
Aftermarket Parts = Lower Safety Ratings
Non-OEM parts can reduce crash protection by up to 30% vs factory spec.
02
You Choose the Shop
California law guarantees your right to select any licensed collision center.
03
Hidden Frame Damage is Common
40% of collision vehicles have sub-frame issues invisible without OEM diagnostics.
04
Non-Certified Repairs Hurt Resale
Certified repairs add to vehicle history. Uncertified repairs are a red flag at sale time.
BOOK WITH CERTIFIED EXPERTS
Concept 04 · "I Didn't Know That" Education
THE EDUCATION HOOK
Educational content that makes someone feel smart for watching — and urgently aware of risk. This format has the highest save/share rate of any collision center content type, extending organic reach massively.
Format
Reel / TikTok / Carousel
Audience
Broad 25–55, all car owners
Objective
Awareness + Saves
CTA
Save this / Learn More
Hook Copy (Video Screen Text)
"5 things your collision shop is hoping you never find out 👀"
Caption Copy
Save this before your next accident. 🚨
The collision repair industry has major information asymmetry — they know things you don't, and that difference costs you money, safety, and resale value.
At City of Stars Collision, we believe informed customers make the best decisions. That's why we're manufacturer-certified (Mercedes, Land Rover & Subaru) and OEM-only.
DM us "SCAN" for a free post-collision diagnostic.
The collision repair industry has major information asymmetry — they know things you don't, and that difference costs you money, safety, and resale value.
At City of Stars Collision, we believe informed customers make the best decisions. That's why we're manufacturer-certified (Mercedes, Land Rover & Subaru) and OEM-only.
DM us "SCAN" for a free post-collision diagnostic.
Why This Converts
The word "won't tell you" triggers curiosity bias — people can't scroll past it. Education content builds trust over multiple touchpoints. Even non-accident viewers will remember CSCC when they DO have an accident.
For those who drive the difference
YOUR CAR
DESERVES ONE
STANDARD.
DESERVES ONE
STANDARD.
You chose a Mercedes, a Land Rover, a Subaru — because mediocre wasn't an option. Why accept anything less for the repair?
OEM Only
Factory parts. Always.
Triple Certified
Official designation
Resale Protected
Documented history
Insurance Handled
We fight for you
SCHEDULE YOUR REPAIR
Concept 05 · Luxury Owner Identity
THE IDENTITY MIRROR
Luxury car owners don't just own a vehicle — they have an identity. This ad mirrors that identity back to them. "You chose the best" implies they would be inconsistent with themselves to choose anything less than CSCC.
Format
Static / Story / Reel
Audience
Mercedes · Land Rover · Subaru owners
Objective
Brand Recall / DM
CTA
Schedule / DM / Learn More
Hook Copy
"You didn't buy a Mercedes to settle for generic repairs."
Body Copy
City of Stars is one of LA's only collision centers certified by Mercedes-Benz, Land Rover, and Subaru. That means factory repair standards, OEM parts, and a warranty that stays intact.
Your car is a statement. Make sure the repair is too.
City of Stars Collision · Los Angeles, CA · Mercedes · Land Rover · Subaru Certified
Your car is a statement. Make sure the repair is too.
City of Stars Collision · Los Angeles, CA · Mercedes · Land Rover · Subaru Certified
Why This Converts
Identity-based marketing outperforms feature-based marketing 3:1 with premium brands. When you make someone feel like choosing your competitor would be "below them," the decision is already made. This works especially well for repeat/referral.
TRUSTED BY LA'S
LUXURY DEALERSHIPS
LUXURY DEALERSHIPS
Mercedes-Benz of Beverly Hills
JLR Los Angeles
JLR South Bay
Timmons Subaru
When LA's luxury dealerships need certified collision work, they send their clients here.
★★★★★
"After my 911 was rear-ended, the dealership specifically told me to go to City of Stars. The repair was flawless — you can't tell anything happened."
2023 Mercedes-Benz GLE 63 AMG
★★★★★
"They handled everything with my insurance. I literally just dropped off my car and picked it up perfect. That's how it should work."
2022 Mercedes GLE 63 AMG
GET YOUR FREE ESTIMATE
Concept 06 · Local Proof & Dealership Authority
THE DEALERSHIP TRUST SIGNAL
Nothing is more powerful than your own dealership recommending a body shop. This ad leverages social proof from both dealership relationships AND real customers — the most credible combination possible.
Format
Static / Video Testimonial
Audience
Los Angeles / LA geo-targeted
Objective
Conversions / Calls
CTA
Call / Get Estimate
Hook Copy
"When Mercedes-Benz of Beverly Hills or JLR Los Angeles has a collision customer, this is where they send them."
Body Copy
Mercedes-Benz of Beverly Hills, JLR Los Angeles, JLR South Bay, and Timmons Subaru of Long Beach send clients to City of Stars because they know what "certified" actually means.
Mercedes · Land Rover · Subaru Certified · OEM parts · Insurance handled · Los Angeles, CA
Over 500 five-star reviews from real LA luxury car owners. See why we're the shop Mercedes, Land Rover, and Subaru dealerships trust.
Mercedes · Land Rover · Subaru Certified · OEM parts · Insurance handled · Los Angeles, CA
Over 500 five-star reviews from real LA luxury car owners. See why we're the shop Mercedes, Land Rover, and Subaru dealerships trust.
Why This Converts
Dealership referrals are the gold standard trust signal for luxury owners. "The dealership sent me here" removes all doubt. Combined with customer testimonials naming specific cars, this creates layered social proof that's nearly impossible to resist.
THE CONVERSION FRAMEWORK
6 TRIGGERS THAT
MOVE LUXURY BUYERS
MOVE LUXURY BUYERS
Collision marketing fails when it sells repair services. It succeeds when it sells safety, identity, and certainty. These are the six psychological levers for CSCC.
01
Fear of Hidden Damage
The car looks fine. That's the problem. Most people assume a visual pass means structural safety. This gap in knowledge is your most powerful ad angle — especially for airbags, frame rails, and ADAS sensors.
Best Hook: "It passed the inspection. That's not the same as safe."
02
Insurance Steering Fear
People feel powerless post-accident. Showing them they have rights — and that you'll fight for those rights — positions CSCC as an advocate, not just a vendor. Empowerment converts.
Best Hook: "3 things your adjuster says — and what they mean."
03
Authority Positioning
The Mercedes, Land Rover, and Subaru certifications aren't features — it's a disqualifier for every other shop. Lead with credentials competitors cannot match. Scarcity ("certified by 3 manufacturers") amplifies this.
Best Hook: "Non-certified repairs can void your Mercedes / Land Rover / Subaru warranty."
04
"I Didn't Know That" Education
Educational content has the highest save/share rate in auto service marketing. Every share is a free impression. Every save is a future customer. Build a library of "things your shop won't tell you" content.
Best Hook: "5 things your shop hopes you never find out 👀"
05
Luxury Owner Identity
Luxury car owners didn't buy their vehicle for specs — they bought it for what it says about them. Repairs need to match that standard. When you tell them "you didn't settle when you bought it," they can't settle now.
Best Hook: "You didn't buy a Mercedes to accept generic repairs."
06
Local Proof & Dealership Trust
Being the shop that certified dealerships send clients to is worth 1,000 ads. Feature dealership relationships prominently. Real customer reviews with specific car models outperform generic testimonials 4x.
Best Hook: "When Mercedes-Benz of Beverly Hills has a collision customer, they send them here."
RECOMMENDED AD FUNNEL
TOP OF FUNNEL
AWARENESS
Education content, "5 things" hooks, insurance rights info. Goal: saves, shares, follows. Budget: 30%
MID FUNNEL
CONSIDERATION
Authority/certification ads, identity ads, dealership trust. Goal: DMs, profile visits, link clicks. Budget: 40%
BOTTOM FUNNEL
CONVERSION
Retargeting with free scan offer, reviews, direct CTA. Goal: calls, form fills, bookings. Budget: 30%
VIDEO AD SCRIPTS
WORD-FOR-WORD
SCRIPTS
SCRIPTS
Ready-to-film Reels, TikToks, and Facebook video scripts. Shoot these on iPhone. No crew needed.
The Insurance Truth Bomb
:30 Reel / TikTok
HOOK
"Your insurance company just told you where to get your car fixed. Here's why you should ignore that."
[Camera: Direct to camera, shop floor in background, confident delivery]
BODY
"When they say 'go to our preferred shop' — that shop is paid less per job. Less money means cheaper parts, faster repairs, and less attention to your car. Their profit. Your risk."
[B-roll: Close-up of OEM part vs generic part side-by-side]
TURN
"Here's what they won't tell you: In California, you have the legal right to choose any licensed body shop. They cannot force you. Period."
CTA
"We're City of Stars Collision. Mercedes, Land Rover, and Subaru certified — OEM parts only, and we handle your insurance. Link in bio for a free estimate."
[End card: CSCC logo + certification badges (Mercedes, Land Rover, Subaru) + phone number]
The Hidden Damage Walk-Around
:45–:60 Reel
HOOK
"This car just came back from another shop. The customer thought it was fixed. Watch what we found."
[Camera: Walk toward a car in the shop, handheld movement, dramatic feel]
REVEAL 1
"Visually? Looks great. But when we put it on our diagnostic — look at this."
[Cut to: Screen showing diagnostic results, point to flagged items]
REVEAL 2
"The sub-frame was bent. The ADAS sensors were out of calibration. The airbag module hadn't reset. That car was not safe to drive."
[B-roll: Close-up of bent frame / sensor / diagnostic screen]
EDUCATION
"Most shops don't have manufacturer-level diagnostic tools. We do. That's the difference between 'looks fixed' and actually fixed."
CTA
"DM us 'SCAN' for a free post-collision diagnostic. City of Stars Collision — 4751 Santa Monica Blvd, Los Angeles."
The Dealership Endorsement
:20 Story / Short Reel
HOOK
"Quick question — if your Mercedes, Land Rover, or Subaru dealer needed a collision shop for their client, where do you think they'd send them?"
[Camera: Direct to camera, CSCC logo visible behind you]
ANSWER
"Here. City of Stars Collision. Because we're certified by Mercedes-Benz, Land Rover, and Subaru — serving all of Los Angeles."
PROOF
"OEM parts. Factory procedures. Warranty stays intact. That's the standard these manufacturers require. That's our standard."
CTA
"Link in bio. Free estimates. Los Angeles, CA."
[End card: 5-star review overlay + Mercedes, Land Rover & Subaru certification badges]
The "5 Things" Education Hook
:45–:60 Reel / TikTok
HOOK
"5 things collision shops are hoping you never find out. Number 3 is going to make you angry."
[Text overlay on screen as you speak. Fast cuts between each point. High energy.]
FACT 1
"One — you have the right to choose your own shop. Your insurance cannot force you anywhere. California law."
FACT 2
"Two — aftermarket parts cost less. That's why insurance loves them. They're also not designed to the same crash-safety spec as factory parts."
[Cut to: split screen of OEM vs aftermarket part]
FACT 3
"Three — your car can look completely fixed and still have a bent frame. Most shops can't detect it without OEM-level diagnostics. Ours can."
FACT 4
"Four — a non-certified repair on a Mercedes, Land Rover, or Subaru can void your factory warranty. One shop visit. Gone."
FACT 5
"Five — uncertified repairs show up in Carfax and AutoCheck. They kill resale value. Certified repairs actually protect it."
CTA
"Save this. Share it with anyone who just had an accident. City of Stars Collision — Mercedes, Land Rover & Subaru certified. Los Angeles, CA. Free estimates, link in bio."
[End card: "SAVE THIS 🔖" text overlay + CSCC logo + phone number]
The Luxury Identity — Talking Head
:20–:30 Reel / Story
HOOK
"You spent six figures on that car. Why are you considering a $45/hour shop for the repair?"
[Camera: Tight frame. Confident. Spoken slow. Let it land. Shop background with a Mercedes or Land Rover visible.]
REFRAME
"The car you drive is a statement. The people who repair it should be held to that same standard."
AUTHORITY
"City of Stars Collision is certified by Mercedes-Benz, Land Rover, and Subaru. We use OEM parts — the exact factory components. We follow each manufacturer's exact repair procedures. And your warranty stays intact."
[B-roll: Mercedes or Land Rover being carefully worked on. Certification plaques on wall. Clean, professional shop floor.]
CLOSE
"There's one standard for a Mercedes, a Land Rover, a Subaru. Book with us."
[End card: Gold text on black — "CITY OF STARS COLLISION · MERCEDES · LAND ROVER · SUBARU CERTIFIED · LOS ANGELES, CA"]
The Customer Story — Testimonial Style
:45 Reel / Facebook Video
[Format: Interview-style. Real customer OR actor playing customer. Shoot in shop or outside with their car post-repair.]
OPEN
[Customer on camera] "My GLE got rear-ended on the 101. The insurance company tried to send me to their preferred shop. My dealer told me — don't do it. Go to City of Stars."
[Cut to: Car arriving at shop. B-roll of technicians beginning inspection.]
CONFLICT
[Customer] "The other shop said it was just cosmetic damage. City of Stars found a misaligned rear subframe and two ADAS sensors out of calibration. The insurance company didn't want to cover it — CSCC fought for me."
[Cut to: Shop team reviewing diagnostic screen. Close-up of documentation.]
RESOLUTION
[Customer, smiling next to repaired car] "Got the car back two weeks later. You genuinely cannot tell anything happened. And they handled every single insurance call. I didn't have to do anything."
TAG
[Voiceover or title card] "City of Stars Collision. Mercedes · Land Rover · Subaru Certified. Los Angeles, CA. Free estimates. We handle your insurance."
[End card: 5 stars + Google review count + CSCC logo + phone number]
FACEBOOK & INSTAGRAM AD MANAGER
AUDIENCE
TARGETING SETUP
TARGETING SETUP
Exact audiences to build in Meta Ads Manager. Copy these setups directly. Three tiers: cold, warm, and hot.
AD OBJECTIVE SELECTION GUIDE
| Goal | Meta Objective | Format | CTA Button | Est. Cost |
|---|---|---|---|---|
| Brand Awareness | Awareness → Brand Reach | Reel, Story | Learn More | $3–8 CPM |
| Phone Calls | Leads → Instant Forms (Call) | Static, Carousel | Call Now | $15–35 per call |
| Free Estimate Leads | Leads → Instant Forms | Video, Static | Get Quote | $20–50 per lead |
| Website Traffic | Traffic → Link Clicks | Any | Learn More | $0.50–2.00 CPC |
| Video Views (TOFU) | Awareness → Video Views | Reel, TikTok-style | Watch More | $0.01–0.05 per view |
| DMs / Messaging | Engagement → Messages | Story, Reel | Send Message | $8–20 per convo |
⚡ PIXEL SETUP — DO THIS FIRST
Install Meta Pixel on your website and set up these events:
• PageView — all pages
• Contact — fire on phone number click
• Lead — fire on form submission
• Schedule — fire on booking confirmation
Without pixel data, retargeting is blind. This is your single highest-ROI setup task.
• PageView — all pages
• Contact — fire on phone number click
• Lead — fire on form submission
• Schedule — fire on booking confirmation
Without pixel data, retargeting is blind. This is your single highest-ROI setup task.
🚫 AUDIENCES TO EXCLUDE
Always exclude these to protect budget:
• Past customers (30-day window) — don't waste spend on already-converted
• Current website visitors from retargeting cold campaigns
• Employees & staff — add personal profiles as exclusions
• Anyone who already submitted a lead form (30 days)
• Past customers (30-day window) — don't waste spend on already-converted
• Current website visitors from retargeting cold campaigns
• Employees & staff — add personal profiles as exclusions
• Anyone who already submitted a lead form (30 days)
EXECUTION PLAN
30-DAY CONTENT
& AD CALENDAR
& AD CALENDAR
A complete month of organic posts + paid ads. Every piece of content serves a purpose in the funnel.
Paid Ad (Awareness)
Paid Ad (Conversion)
Organic Reel / Post
Story / Engagement
Retargeting Ad
WEEK 1 — ESTABLISH AUTHORITY
Mon
🎬 Launch Reel
"Certified by Mercedes, Land Rover & Subaru" shop tour. Announce the certifications. Show the plaques, the tools, the facility.
Tue
📱 Story Poll
"Did you know you can choose your own collision shop?" Yes / No poll. Drives engagement + seeds insurance ad.
Wed
📢 Launch Ad #1
Concept 03 (Certification Flex) goes live as paid ad. Target: Mercedes/Land Rover/Subaru interest, 15-mile radius.
Thu
📹 BTS Reel
Behind-the-scenes of the diagnostic process. Show the tools. "This is what most shops don't have."
Fri
⭐ Review Story
Share a 5-star review as a Story. Include the car model. "2023 Mercedes GLE owner says..."
Sat
Rest / monitor ad performance
Sun
📸 Before/After
Post a before/after carousel from a recent repair. No text needed — let the quality speak.
WEEK 2 — EDUCATE & BUILD TRUST
Mon
🎬 Edu Reel
"5 things your collision shop won't tell you." Film the script from Tab 3. Post organically first.
Tue
📢 Boost Edu Reel
If Monday's reel gets 20%+ save rate, put $50/day behind it immediately. This is your top-of-funnel engine.
Wed
📱 Story Series
3-part Story: "OEM vs Aftermarket — What's the actual difference?" Swipe-through education format.
Thu
🛠 Process Reel
Show a real repair from drop-off to pick-up. Time-lapse style. Satisfying. High watch time = free reach.
Fri
💰 Launch Ad #2
Concept 02 (Insurance Truth Bomb). Target: people who engaged with Week 1 ads + website visitors.
Sat
Monitor + reply to comments on edu content
Sun
⭐ Testimonial
Post a customer photo + quote as a carousel. Specific car model. Before/after context.
WEEK 3 — RETARGET & CONVERT
Mon
🎯 Retarget Ad
Concept 01 (Hidden Damage) as retargeting ad. Audience: all Week 1&2 ad engagers + website visitors.
Tue
🎬 Damage Reel
Film the "Hidden Damage Walk-Around" script. Real car. Real diagnostic screen. This is your highest-converting video.
Wed
📱 FAQ Stories
"Questions we get asked every week." Answer 5 common objections in Story format. Pin them as Highlights.
Thu
💰 Launch Ad #3
Concept 06 (Dealership Proof) with free estimate CTA. Target: warm lookalikes + local luxury interest.
Fri
📸 Shop Culture
Introduce the team. Names, roles, years of experience. People buy from people they trust.
Sat
Review ad spend performance — pause underperformers
Sun
📖 Story: Process
"How CSCC handles insurance from start to finish." 6-frame Story walkthrough. Reduce friction anxiety.
WEEK 4 — SCALE WINNERS & CAPTURE DEMAND
Mon
📈 Scale Winners
Double budget on best-performing ad from Weeks 1–3. Only scale what's working — don't spread budget thin.
Tue
🎬 Identity Reel
"Your car deserves one standard." Film Concept 05 script. Minimal, confident, luxury aesthetic.
Wed
🎯 Final Retarget
Hard offer retargeting ad: "3 estimate spots left this week. Free. No obligation." Urgency + ease.
Thu
⭐ Review Ask
Story: "If we took care of your car, we'd love a review." Include direct link to Google Reviews. Drives organic credibility.
Fri
📹 Month Recap
30-day recap reel: cars repaired, customer stories, team highlights. Build social proof archive.
Sat
Pull full month analytics report
Sun
🔄 Plan Month 2
Identify top 2 performing ads. Those become your evergreen campaigns. Build Month 2 around scaling them.
KEY METRICS TO TRACK — WEEKLY
Organic KPIs
• Reach per post
• Save rate (target: >5%)
• Share rate (target: >2%)
• Story reply rate
• Profile visits from posts
• Follower growth rate
• Save rate (target: >5%)
• Share rate (target: >2%)
• Story reply rate
• Profile visits from posts
• Follower growth rate
Paid Ad KPIs
• CPM (target: <$15)
• CTR (target: >1.5%)
• CPC (target: <$2.00)
• Cost per lead (target: <$40)
• Cost per call (target: <$30)
• ROAS (track revenue attributed)
• CTR (target: >1.5%)
• CPC (target: <$2.00)
• Cost per lead (target: <$40)
• Cost per call (target: <$30)
• ROAS (track revenue attributed)
Business KPIs
• Inbound calls per week
• Estimate requests
• Booked jobs attributed to ads
• Revenue per booked job
• Google review velocity
• Month-over-month lead growth
• Estimate requests
• Booked jobs attributed to ads
• Revenue per booked job
• Google review velocity
• Month-over-month lead growth
OPTIMIZATION SYSTEM
A/B TESTING
FRAMEWORK
FRAMEWORK
Don't guess what works. Test, measure, and double down. This is the systematic approach to finding your best-performing creative.
TEST IN THIS ORDER — EACH TAKES 2 WEEKS
1
Test: Hook / First 3 Seconds
The hook determines if they watch. Everything else is secondary. Test this first.
Version A
"Your insurance company just told you where to get your car fixed. Here's why you should ignore that."
Fear-based opener
Version B
"3 things your insurance adjuster says — and what they actually mean."
Curiosity-based opener
2
Test: Visual Format
Same copy, different creative format. Tells you if your audience prefers video vs static.
Version A
Talking head video (person speaking direct to camera on shop floor)
Personal trust
Version B
High-production static graphic — dark background, bold text, gold accents (like the image you made)
Authority/brand feel
3
Test: CTA Type
Different CTAs attract different intent levels. Test soft vs hard offer.
Version A — Soft
"DM us 'SCAN' for a free diagnostic." Low friction. High volume. Lower quality leads.
Version B — Hard
"Call now for a free estimate: [phone]." Higher friction. Lower volume. Higher quality leads.
4
Test: Emotional Angle
Fear vs identity. Which primary emotion drives more booked jobs for your specific audience?
Version A — Fear
Hidden damage, insurance risk, warranty void. Urgency through consequence.
Version B — Identity
Luxury standard, car as extension of self. "One standard." Aspiration through belonging.
WHEN TO CALL A WINNER — DECISION RULES
KILL IT IF:
• CTR below 0.8% after 500 impressions
• CPM above $20 in first 3 days
• Less than 0.5% save rate on edu content
• Zero leads after $100 spend
• CPM above $20 in first 3 days
• Less than 0.5% save rate on edu content
• Zero leads after $100 spend
KEEP TESTING IF:
• CTR 0.8–1.5% — adjust the hook
• Good CTR, no leads — fix the landing page
• Good reach, low engagement — creative problem
• Under 1,000 impressions — too early to judge
• Good CTR, no leads — fix the landing page
• Good reach, low engagement — creative problem
• Under 1,000 impressions — too early to judge
SCALE IT IF:
• CTR above 2%
• Save rate above 5% (edu content)
• Cost per lead below $35
• 3+ booked jobs attributed in 2 weeks
• Frequency below 2.5 (not fatigued yet)
• Save rate above 5% (edu content)
• Cost per lead below $35
• 3+ booked jobs attributed in 2 weeks
• Frequency below 2.5 (not fatigued yet)
RECOMMENDED STARTING BUDGET
$1,500 / MONTH
Minimum viable budget for meaningful data. Split across:
• $450 — Cold awareness (30%)
• $600 — Consideration/authority (40%)
• $450 — Retargeting/conversion (30%)
At this spend, expect 30–50 leads/mo at $30–50 CPL. One closed job pays for the entire month's ad budget. The avg luxury collision repair is $4,000–$12,000+.
• $450 — Cold awareness (30%)
• $600 — Consideration/authority (40%)
• $450 — Retargeting/conversion (30%)
At this spend, expect 30–50 leads/mo at $30–50 CPL. One closed job pays for the entire month's ad budget. The avg luxury collision repair is $4,000–$12,000+.
$3,000–$5,000 / MO
Growth budget once you've found winning creatives (Month 2+). At this level:
• Run 3–4 simultaneous ad sets
• Scale winning creatives aggressively
• Add Google Search ads alongside Meta
• Build retargeting pools faster
Expected: 80–150 leads/mo. 15–25% close rate at average $6K repair = $72K–$90K revenue attributed monthly.
• Run 3–4 simultaneous ad sets
• Scale winning creatives aggressively
• Add Google Search ads alongside Meta
• Build retargeting pools faster
Expected: 80–150 leads/mo. 15–25% close rate at average $6K repair = $72K–$90K revenue attributed monthly.