Marketing Crash Course

This course teaches marketing for a local service business, starting from zero. You do not need any earlier knowledge. Every new word is explained the first time it appears, and every idea is shown on one example: a 12-person car repair shop in İstanbul.

Marketing here means all the work that makes the right people find you, trust you, contact you and come back. You will learn the free parts (search engines, maps, reviews, social media, WhatsApp), the paid parts (Google Ads, and Meta Ads for Instagram and Facebook; Meta is the company that owns both apps), and how to measure which money brought paying customers.

How to use this course

• Go in order. Modules 00 to 16 build on each other. A module only uses words from earlier modules. When a later idea must appear early, it is explained in one line on the spot.
• Plan about 5 hours in total. Each module takes 10–25 minutes. One module a day is a good pace.
• Open a deep dive when you want detail. Five companion guides go deeper into SEO (getting found in search results) and local search, Google Ads, Meta Ads, tracking, and social media with WhatsApp. Each module that has one ends with a link card. The same links are at the top of the page.
• Tick "Mark module as done" at the end of each module. The course map on the left (or the "Course map" button on a phone) shows your progress. Checklists inside modules work the same way. The ticks are saved only in this browser, on this device.
• Try the self-check questions. Tap an answer to see the explanation. Nothing is recorded.
• Read the small source links. A statistic or platform rule has a source in square brackets after it, with the publisher and date. Numbers for the example shop are labelled "example numbers". They are not market data.

The six kinds of notes

• Key termA word explained the first time it appears.
• TipA practical shortcut that saves time or money.
• Watch outA common mistake, a risk, or a fact that could not be verified.
• TürkiyeFacts, rules and real examples from the Turkish market.
• Global exampleReal examples and studies from other countries.
• Örnek Oto ServisThe idea applied to the fictional example shop.

The big picture: how a local shop gets customers

Almost every new customer of a repair shop follows the same path. Something happens to the car. The owner looks for help on a phone, or asks a friend. They find a few shops, compare them, and contact one. If the shop handles the contact well, the car comes in, the job is done and the invoice is paid. A good shop then brings the customer back for the next service.

Read the picture from left to right. The channels on the left are where people discover you. Some are free (your map listing, your website in search results, your social posts, a friend's advice) and some can be paid (ads on Google or Instagram). The touchpoints in the middle are where people contact you. On the right, the shop turns that contact into a booking, a job and an invoice, and then follows up so the customer returns.

The bottom band matters most for your budget. If you only know that "the phone rang 40 times", you cannot decide where to spend. If you know that 12 of those calls came from Google Maps and 9 became paid jobs, you can. Modules 01 to 04 cover the top of the picture; module 05 builds the measurement layer before any money is spent on ads.

Meet Örnek Oto Servis

Örnek Oto Servis is a fictional business made for this course. "Örnek" means "example" in Turkish. It is an independent car repair shop, which means it is not part of a car maker's official dealer network. Every module applies its ideas to this shop, so you can see the same business grow step by step.

Location

Ümraniye, İstanbul

Team

12 people

Type

Independent repair shop

Who works there

The owner, a service advisor, 1 front-desk and admin person, 7 technicians (mechanical and electrical), 2 body and paint specialists

Services

Periodic maintenance, brakes, timing belt, diagnostics, air conditioning, tyres (seasonal change and storage), body and paint, pre-inspection check before the TÜVTÜRK muayene (official vehicle inspection)

Already has

A WordPress website, a Google Business Profile, an Instagram account and a Facebook page, WhatsApp Business

Average job

8,000 TL (example)

Gross margin

40% (example)

Ad test budget

30,000 TL / month (example)

What you will be able to do at the end

• Explain how car owners choose a repair shop, and where your shop appears on that path.
• Describe your best customers and write an offer they understand at a glance.
• Calculate the most you can pay to win a new customer, and judge a campaign by its cost per paying job.
• Fix the basics of your website, Google Business Profile, other map listings and WhatsApp Business.
• Count leads (people who contacted you) and paid jobs by source, even without paid tools.
• Set up, run and judge a small Google Ads and Meta Ads test.
• Stay within Türkiye's main rules for messages, reviews and ads (general guidance, not legal advice).
• Follow a 90-day plan with a short weekly review.

Marketing is everything a business does to find the right customers, win them, keep them and get them to recommend you, at a profit. It is much more than advertising. It also covers what you sell, the price, how customers reach you and the experience they have.

Take one driver. She hears a noise from the brakes. Marketing decides whether your shop appears when she searches fren balata değişimi yakınımda (brake pad change near me), whether your reviews convince her, whether she can call or message you with one tap, whether you give a clear price, whether the car is ready on time, and whether you remind her about the next service six months later. Each of these steps can win or lose the customer.

The marketing mix: 4Ps and 7Ps

The 4Ps are a classic checklist from marketing textbooks: Product, Price, Place and Promotion. Service businesses usually add three more: People, Process and Physical evidence. Together they are the 7Ps. Use them as a checklist, one row at a time.

The customer journey

Most repair work is need-triggered. People rarely think about their car until something happens. So the first job of marketing is to be found and chosen at the moment of need. The second job is to bring the customer back, because a repair shop lives on repeat visits. A typical journey has seven steps:

1. Trigger

   A warning light, a noise, an accident, the inspection date, the season, a long trip, or a kilometre interval.

2. Search

   Mostly on a phone, mostly on Google, sometimes by asking a friend.

3. Filter

   The driver drops shops with weak or old reviews, shops that are far away, and shops that are closed now.

4. Price and trust check

   Is there a price or a price range? Do the photos, certificates and replies to reviews look honest?

5. First contact

   A call, a WhatsApp message, a booking form, or a walk-in.

6. Experience

   Speed, clear communication, no surprises on the invoice.

7. Loyalty or switching

   The driver comes back next time, or tries someone else.

The funnel

The modern funnel has five stages: Awareness (people know you exist), Consideration (they compare you with others), Conversion (they contact you and book), Retention (they come back) and Advocacy (they recommend you). Real people do not move in a straight line. They jump back and forth between searching, reading reviews and asking friends. The funnel is still useful because it reminds you that each stage needs different work and a different measure.

How car owners choose a shop: what the surveys say

No public Türkiye-specific survey on how car owners choose a repair shop was found (checked Oct 2026). The best available data is from the United States. Treat it as a direction, not as exact Turkish numbers.

The same Cox study lists the other main frustrations with dealership service: finding out how much they charge (13%), being pushed to buy additional services (13%), and a final price higher than the estimate (12%). The lesson for an independent shop is simple. Speed, clear prices and no surprises are marketing, because they decide reviews, repeat visits and referrals.

Owned, earned, paid and shared media

Every place where people meet your message fits one of four types. The type tells you who controls it and how long it lasts.

Organic and paid

Brand and performance marketing

A local shop needs both. Performance marketing captures demand that already exists. Brand marketing makes you the shop people choose, or search for by name, when the need appears.

Two more words you will hear: inbound marketing means customers come to you because they found you (search, maps, reviews, useful content). Outbound means you reach out first (visits, calls, flyers, ads to people who did not search). Private car repairs are mostly inbound. Work for company fleets is usually outbound and built on relationships.

A family with a 12-year-old car, a courier firm with 25 vans and a young used-car buyer want different things and find shops in different places. This module helps you decide whom to serve first and what to tell them.

The Turkish car parc suits independent shops

The car parc (all the vehicles registered in a country) shapes your market through its size and age. Most Turkish cars are old and out of the manufacturer's warranty, which is the core market for independent shops.

These figures come from news outlets that quote TÜİK; not verified against the TÜİK bulletins themselves (Oct 2026).

Segments for a repair shop

Then target: pick the segments where you make the most profit, have free capacity and have real strengths. A good first target statement is short, for example: "Private cars 5–15 years old within 10 km, plus 3–5 local company fleets." Do not buy demand you cannot serve; count your empty lift-hours per week (hours in which a car lift stands unused) before you chase more work.

Personas: give each segment a face

Value proposition and USP

The strong examples work because they remove the fears from module 01: waiting too long, not knowing the price, being pushed into extra work. Use this template to write your positioning: "For [target], [shop] is the [category] that [key benefit], because [proof]."

A quick test: put a competitor's name in your sentence. If it is still true, it is not a USP yet. "Kaliteli hizmet, uygun fiyat" passes for every shop in İstanbul, so it says nothing about yours.

Build an offer

A good offer has a clear name, what is included item by item, a price including VAT (KDV dahil) or an honest range, the time it takes, dates and conditions in the main text, and one next step such as "WhatsApp'tan randevu alın" (book on WhatsApp).

Kış öncesi kontrol paketi: akü testi, antifriz ölçümü, silecek ve lastik kontrolü.
Fiyat: 1.250 TL (KDV dahil). Geçerlilik: 15 Ekim – 30 Kasım 2026.
Randevu: WhatsApp [link]

Example offer text with an example price. Use your own costs and dates.

Trust signals

A trust signal is anything a customer can see that makes your promise believable. In the 7Ps this is "physical evidence".

The Türkiye seasonality calendar

Repair demand moves with the weather, the law and the holidays. If you know the peaks, you can prepare offers, content and staff 4–8 weeks ahead instead of reacting when the phone is already ringing.

• Winter tyres. Since 27 February 2026, Article 65/A of the Highways Traffic Law (rewritten by Law 7574, adopted on 12 February and published in the Resmî Gazete on 27 February 2026) says the Ministry of Transport makes winter tyres mandatory for a set period each year, by type of vehicle and by province, and may pass this power to provincial governors; the fine for the vehicle's operator is 6,000 TL Law 2918, as amended 2026. For the 2026–27 season the press reports the rule for commercial vehicles that carry passengers or goods on intercity roads (trucks, buses, minibuses and kamyonet) from 15 November 2026 to 15 April 2027, with no nationwide rule for private cars Milli Gazete, Sep 2026. The previous season ran on the same dates KGM, 2025. Check the official announcement of KGM (the highways authority), the police (EGM) or your governor's office each November. Do not tell private-car owners that winter tyres are mandatory.
• TÜVTÜRK inspection. Private cars are inspected first at 3 years, then every 2 years; kamyonet and taxis yearly. Not verified against TÜVTÜRK's official table (Oct 2026) TÜVTÜRK. A pre-inspection check with a reminder about 30 days before the date is a steady, all-year offer.
• Bayram. Before Ramazan and Kurban Bayramı many families drive long distances. Check the official calendar for next year's dates; 2027 dates were not verified.

Likes, followers and clicks do not pay salaries. Paying jobs do. To decide where to spend, you need two answers: how much is a new customer worth to you, and how much did you pay to win one. This module gives you the vocabulary every ad platform uses, with one formula per word, and a calculator that answers both questions for your own shop.

The funnel in numbers

Module 01 showed the funnel as stages. Here is the same funnel as a chain of counts. Each step loses most of the people from the step before. Every rate between two steps, and every cost per step, has a name. The short names in the picture are explained one by one below it.

Visibility and clicks

Leads and customers

CPA counts only the ad money; CAC adds everything else you spent to win the customers, such as staff time and software. CAC is the honest number for the owner. CPA is the number the ad platform can see.

Money

Break-even and lifetime value

The break-even CPA is the most you can pay to win a customer before the first job loses money. For Örnek Oto Servis it is 3,200 TL. Below it, the first job already pays for the ads. Above it, you lose money on the first visit.

Customers come back, so a new customer is worth more than one job. If a typical customer returns about twice a year for three years, the lifetime gross profit is 19,200 TL. That can justify paying more than 3,200 TL for some customers, such as a fleet, but only if you actually measure repeat visits. A safe target for a first-job campaign is about half of break-even, which leaves room for rent, salaries and other overheads. That is why the course uses a target of 1,500 TL per new paying customer.

How much should you spend?

There is no universal budget rule for a local shop. You will hear "spend 7–8% of revenue". That figure does not fit a 12-person workshop:

• Gartner's 2026 survey of chief marketing officers found an average marketing budget of 7.8% of company revenue, but it covered 401 marketing leaders, mostly at companies with more than $1 billion in revenue Gartner, May 2026, via news summary.
• The US Small Business Administration's current marketing guide gives no percentage at all. It asks you to compare marketing cost with the revenue it brings SBA, 2026. The often-quoted "SBA recommends 7–8%" could not be found on the SBA site.

Set the budget from a goal instead. This is called the objective-and-task method:

1. Choose a goal

   Example: 20 extra paying customers a month. Check that you have free lift-hours to serve them.

2. Set a target cost per customer

   About half of break-even: 1,500 TL for Örnek Oto Servis.

3. Multiply

   20 × 1,500 TL = 30,000 TL a month. This is a ceiling for the test, not a must-spend.

4. Test, then scale slowly

   Run the test for about 8 weeks. Raise the budget by 20–30% at a time only when your records show the cost per job is below target. If it is not, fix the landing page (the page the ad sends people to), the keywords (the searches you pay to appear for) and the way calls are answered before spending more.

Do the free work first: your Google Business Profile, a review routine and reminders to past customers (modules 04, 07 and 08) cost mostly time. A sensible starting split for paid money (a judgement, not a sourced rule): most of it, around 50–70%, on search ads that catch people already looking for a repair; 20–30% on local video ads and on showing ads again to recent website visitors; about 10% on tests of new channels. Örnek Oto Servis starts with 60% on Google Search and 40% on Meta (Instagram and Facebook) ads that open a WhatsApp chat.

Your website, your Google Business Profile, your social profiles and your WhatsApp Business account are your digital storefront. Every channel from module 00 sends people to one of them. If the storefront is weak, every lira you later spend on ads buys visits that do not call. Fix the storefront first; it is the cheapest way to raise the conversion rate from module 03.

What your website must do

A repair-shop website is there to bring calls, messages and bookings. It has six jobs:

Two small pieces of code do most of the work. A WhatsApp link opens a chat with your number, and it can carry a ready-made first message (WhatsApp calls this "click to chat") WhatsApp Help, Oct 2026. Write the number in international format: 90 (Türkiye's country code), then the number without its first 0, with no +, spaces, brackets or dashes.

<a href="tel:+90216XXXXXXX">0216 XXX XX XX</a>
<a href="https://wa.me/90216XXXXXXX?text=Merhaba%2C%20randevu%20almak%20istiyorum">WhatsApp'tan yazın</a>

The number is a placeholder. The pre-filled text says "Merhaba, randevu almak istiyorum" (Hello, I would like to book an appointment).

Anatomy of a good service page

One service page should answer every question a worried driver has, in the order they ask it. The layout below follows a pattern seen on strong Turkish independent shop and chain pages (examples after the picture).

Prices and transparency. Not knowing the price and a final bill above the estimate are common complaints about car service (module 01). Show a price or a range for your common jobs, by vehicle class, with the date of the last update and whether VAT is included (KDV dahil or KDV hariç). Turkish prices change fast, and an old price hurts trust more than no price. Keep website prices, your WhatsApp catalogue and the price list on your wall identical.

Google Business Profile: the basics

Your Google Business Profile (in Turkish Google İşletme Profili) is the free listing that appears when people search for your shop or for a service near them on Google Search and Google Maps. For many drivers it is the first thing they see before they call. It shows your name, category, address and map pin, hours, phone, website, photos, services and reviews.

• Own it with a company account. Use a shared company Google account as owner, not one employee's personal account or an agency's.
• Make sure it is verified, meaning Google has confirmed that you run the business. Unverified profiles do not show photos and give you no performance data.
• Check the basics today: the name matches your sign, the hours are right, the phone and website are the same as on your site, the pin sits on your workshop entrance.

Module 07 covers the profile in depth: categories, services, photos, posts and reviews.

Social profiles and WhatsApp Business

Use a dedicated shop phone and number for WhatsApp Business, never a mechanic's personal number. When that person leaves, the customer chats stay with the business. Module 08 turns WhatsApp into a full job workflow.

NAP consistency

Search engines compare these mentions to decide that all of them describe one real business. In an annual survey of local search experts, "HTML NAP matching GBP NAP" (the NAP on your website matching your Google profile) ranked among the top 20 local ranking factors Whitespark, Nov 2025. Customers notice too: two different phone numbers look like two different shops.

Write one "NAP master" text, decide the format once (Cad. or Caddesi, landline or mobile as the main number), and copy-paste it everywhere:

Örnek Oto Servis
[adres]
Ümraniye / İstanbul
0216 XXX XX XX
Pzt–Cmt 08:00–19:00, Pazar kapalı
https://ornekotoservis.com.tr

Address and phone are placeholders; the hours are the example shop's. After a move or a number change, update the Google profile first, then other maps, the website, social profiles and directories.

Storefront checklist

Tick each item when it is true for your business. Your ticks are saved in this browser.

• Each main service has its own page with the service and district in the heading.
• Call, WhatsApp and booking buttons are visible on a phone without scrolling.
• The phone number is text with a tap-to-call link, not an image.
• The WhatsApp button opens a chat with a pre-filled first message.
• Main pages tested in PageSpeed Insights on mobile; the biggest fixes are listed.
• Prices or price ranges are shown with an update date and a KDV note.
• Trust block: real photos, team, certificates you really hold, invoice and old-parts promise.
• The contact form is short and shows a privacy notice.
• Google Business Profile is owned by a company account and verified.
• Name, hours, phone, website and map pin on the Google profile are correct.
• Any WhatsApp number on the Google profile is yours and really receives WhatsApp (Google added wrong ones by mistake in June 2026; module 07).
• Instagram and Facebook show the same name, logo, address, hours and phone.
• Social profile links go to WhatsApp or the booking page.
• WhatsApp Business runs on a dedicated shop number with profile, hours and catalogue.
• Greeting message, away message and quick replies are set up.
• A NAP master text exists, and the website footer matches it exactly.
• Website, WhatsApp catalogue and wall price list show the same prices.

A 30,000 TL ad test teaches you little if nobody can say which channel brought which jobs. Measurement is cheap to set up before you spend and hard to rebuild afterwards. This module builds the bottom layer of the module 00 diagram. The path from an ad to money has two halves, and only you can see the second one:

The simplest bridge between the halves is free: ask every new customer where they heard about you, and write it down.

Write a measurement plan

1. Write the business goal

   One sentence with a number and a date.

2. Pick 3–5 KPIs

   New paying customers, cost per customer, cost per lead per channel, lead-to-job rate.

3. List every contact route and how you count it

   Calls, WhatsApp, forms, walk-ins, Google profile taps.

4. Fix naming rules, owners and a date

   Spelling of link labels (see UTM below), who fills in the log, who reads it every Monday.

What counts as a conversion for a repair shop

Module 01 defined a conversion as the action you want. For a repair shop the real goal is a paid job. Calls, chats and forms are steps towards it.

Ad platforms show your ads to the people most likely to take the action you tell them to aim for. Choose the action closest to money that you can count reliably and often enough: at first calls, WhatsApp taps and forms; later, logged jobs (the deep dive explains how).

UTM links: label every link you control

Rules that keep reports clean:

• Always set source, medium and campaign. Values are case-sensitive, so Instagram and instagram become two rows Google Analytics Help, Oct 2026.
• Use lowercase, underscores and no spaces. Do not use Turkish characters: write kis_bakimi, not kış_bakımı, because ç, ğ, ı, ö, ş and ü turn into codes like %C4%B1 and split your reports.
• Google Ads: do not add UTMs by hand. Auto-tagging is on by default for new accounts and adds its own click ID (a code that identifies each ad click) Google Ads Help, Oct 2026; Google Analytics prefers it.
• Meta ads: do add UTMs, or paid clicks often appear as unpaid social traffic.
• Build links with Google's free Campaign URL Builder and keep every tagged link in one "UTM log" sheet.

Google profile website button:
https://ornekotoservis.com.tr/?utm_source=google&utm_medium=organic&utm_campaign=gbp_listing

Instagram bio link:
https://ornekotoservis.com.tr/?utm_source=instagram&utm_medium=social&utm_campaign=bio_link

Flyer QR code (via a short address such as ornekotoservis.com.tr/kis that forwards to this link):
https://ornekotoservis.com.tr/kis-bakimi?utm_source=flyer&utm_medium=print&utm_campaign=kis_bakimi_2026_11&utm_content=flyer_a5_a

Google Analytics sorts visits into channel groups (such as Organic Social or Email) with fixed rules. The flyer link's medium print matches none of them, so flyer visits appear as "Unassigned". That is fine: filter by the campaign name.

The free tools in one line each

Calls and WhatsApp chats in Türkiye

Practical options, from cheapest to most technical:

• "Bizi nereden duydunuz?" (How did you hear about us?) asked at every first contact, with fixed answers in the log: Google arama, Google Haritalar, Instagram, Facebook, WhatsApp, tavsiye (referral), tabela/geçerken (saw the sign), broşür (flyer), eski müşteri (returning customer), diğer (other).
• A pre-filled WhatsApp text per channel, such as Merhaba (IG) or Merhaba (WEB).
• Channel promo codes on offers, such as INSTA-KIS or HARITA-KIS.
• A separate phone number per channel. Turkish cloud phone-system providers such as Netgsm, Bulutfon and Verimor sell extra 0850 or geographic numbers with call logs (prices not verified; none advertised automatic number switching on their home pages, Oct 2026). For example: one for ads, one for the Google profile, one for print.

A pivot table on this sheet (a summary table that Google Sheets builds for you) gives leads, jobs, revenue and gross profit per source per month.

SEO (search engine optimisation, first met in module 01) means making your website easy for search engines to find, understand and trust, so that it appears in the free results when people search for what you sell. Google says it "doesn't accept payment to rank pages higher" Google, Dec 2025. You earn the place with useful pages. This module covers the essentials; the SEO deep dive has the step-by-step detail.

How search works

What a results page shows today

AI summaries take clicks from simple questions. In a US study of Google searches from March 2025, people clicked a normal result on 8% of visits when an AI summary appeared and on 15% when none did Pew Research, Jul 2025. Local searches behave differently: another US study found AI Overviews on only 15% of local-intent searches but on 92% of informational ones Whitespark, May 2025. So "oto servis yakınımda" mostly shows the map pack, while "balata ne zaman değişir" (when should brake pads be changed) is likely to show an AI answer.

Google, Yandex and Bing in Türkiye

These shares swing: in August 2026 StatCounter showed Google at 82.32% and Yandex at 15.98%. StatCounter counts page views sent by search engines, not searches, so read it as a direction.

• Yandex matters in Türkiye, especially on phones. Registering in the free Yandex Webmaster tool takes about 15 minutes.
• Bing is small, but its index feeds the answers of Microsoft Copilot, Microsoft's AI assistant Bing, Feb 2026.
• IndexNow, a free way to tell search engines instantly that a page changed, is supported by Bing and Yandex, not by Google indexnow.org, Oct 2026.

Keyword research basics

Modifiers turn a service into a local buying search: yakınımda (near me), a district, fiyatı (price), cumartesi açık (open Saturday). Check volumes before building pages.

1. Start from your invoices

   Top 20 services by revenue, most common car brands, customers' districts.

2. Collect customer language

   Ask the front desk what people say: arabam titriyor (my car shakes), motor lambası yandı (engine light came on).

3. Read Google's suggestions

   Type each service on a phone; note the suggestions that appear as you type (autocomplete), the "People also ask" questions and the related searches.

4. Check volumes

   Google Keyword Planner (Tools › Planning › Keyword Planner › Discover new keywords, Türkiye, Turkish) needs a Google Ads account but no ad spend; without spend it shows search-volume ranges (e.g. 100–1K). Yandex Wordstat launched for Türkiye in January 2026 and is free Marketing Türkiye, Jan 2026. Google Trends shows seasons.

5. Group into clusters, one page each

   "balata değişimi" and "fren balata değişimi" are one intent, so one page. Timing belt and clutch are different jobs, so two pages.

On-page basics

• One page per main service, with a short readable address such as /hizmetler/fren-balata-disk-degisimi/.
• Title tag (the page title that usually becomes the blue link in search results): service + place + brand, key words first. Google sets no character limit, cuts long titles and rewrites stuffed ones Google, Dec 2025. About 50–60 characters is a rule of thumb.
• Meta description (the short summary that can appear under the link): one or two sentences of real facts; Google may replace it Google, Apr 2026.
• H1, images, links: an H1 (the main heading on the page) that matches the title; your own photos with descriptive file names and alt text (a short text that describes the image); links to related services with descriptive words, not "tıklayın" (click here).

Example title and description for two service pages of the fictional shop. Only promise what is true (same-day slots, part options).

Technical basics

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "AutoRepair",
  "name": "Örnek Oto Servis",
  "url": "https://ornekotoservis.com.tr/",
  "telephone": "+90-216-XXX-XXXX",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[adres]",
    "addressLocality": "Ümraniye",
    "addressRegion": "İstanbul",
    "addressCountry": "TR"
  }
}
</script>

Minimal example with placeholders. Google requires name and address; test it with the Rich Results Test.

Content and links

Google says its systems reward content made for people first Google, Oct 2026: show who wrote it (a named master mechanic) and how you know (your own photos and tests). AI help is allowed; mass-produced pages made mainly to rank break Google's spam policies.

• Doorway pages are spam. Thirty district pages with the same text and only the district name swapped fall under Google's "doorway abuse" policy Google, Aug 2026. One workshop needs one location page.
• Backlinks (links from other websites to yours) help, but buying them is "link spam". Earn local links: parts and tyre brands' service locators, your chamber's member list, local news, sponsorships. Avoid "backlink paketi" offers.

AI search

Google launched AI Modu (AI Mode) and AI Bakışı (AI Overviews) in Türkiye, in Turkish, on 18 February 2026 Webrazzi, Feb 2026. Google's July 2026 guide says that optimising for its generative AI search "is ... still SEO": no special structured data is needed, and llms.txt files (a proposed file format meant for AI tools) are not used by Google Search Google, Jul 2026. Pages that are indexed, clear and trusted in normal search are the ones AI answers cite.

• Search Console has a Generative AI performance report (impressions only, no clicks), available worldwide since 31 August 2026 SEJ, Aug 2026.
• To appear in ChatGPT search answers, OpenAI says to allow its crawler OAI-SearchBot in robots.txt OpenAI, Oct 2026.

Set up the free dashboards

1. Google Search Console

   At search.google.com/search-console, Add property (Domain), verify through your domain provider (the company where you registered your web address), then submit /sitemap.xml in the Sitemaps report. Use a company account; add your web designer as a user.

2. Bing Webmaster Tools

   At bing.com/webmasters, choose Import your sites from Google Search Console; imported sites are verified automatically Bing.

3. Yandex Webmaster

   Sign in with a Yandex ID, click Site ekle (Add site), verify on the Erişim hakları (Access rights) page with a meta tag, HTML file or DNS record Yandex, Oct 2026, then add the sitemap.

How long does SEO take?

Google says some changes take effect in a few hours and others take several months Google, Dec 2025. Judge progress after about 3 months and expect real lead growth over 6–12 months (a planning assumption, not a promise). In a global Ahrefs study, only 1.74% of newly published pages reached the top 10 within a year Ahrefs, May 2025; it covers mostly competitive topics, and pages for district + service + car brand usually move faster.

Module 06 showed the map pack on the results page: a map with about three businesses, above the website results, for searches with local intent such as oto tamirci (car mechanic) or Ataşehir oto servis. The same listings appear in the Google Maps app. For a repair shop this is often the most valuable free place in search results. Local SEO (yerel SEO) is the work that gets you there.

How Google ranks local results

Industry experts add detail. Whitespark's 2026 survey of 47 local search experts ranked these factors highest for the map pack Whitespark, Nov 2025. It is expert opinion, not Google data.

Google Business Profile essentials

Menu names below are the English names from Google's help pages, checked in October 2026; Turkish labels were not verified and Google changes them often.

1. Take control

   A company Google account is the owner; 1–2 trusted people are owners, others managers. Turn on e-mail notifications: owners have only 4 days to reject a "suggested edit" (a change to your profile proposed by any Google user) before Google may publish it SER, Sep 2026. Check the profile twice a week.

2. Verify

   Google chooses the method. Video verification is common: one continuous, unedited clip of at least 30 seconds, recorded live on a phone, showing the street, the permanent sign with your name, and something only staff can open; review "can take up to 5 business days" Google, Oct 2026. For a workshop: street sign → shop front and sign → lifts and tools → unlock the parts room. No customer faces, plates or invoices.

3. Name and categories

   Name exactly as on the sign. Primary category for a general repair shop: Oto Tamirhanesi (Auto repair shop). Add only true extras, such as Araç Bakım ve Onarımı, Oto Elektrik Hizmeti, Oto Klima Servisi or Oto Kaporta Dükkanı. These Turkish names come from a 2026 category list PlePer, Oct 2026; confirm them by typing in your own profile.

4. Address and pin

   Show the address (customers come to you). Put the pin on the workshop entrance. Add service areas only if you really do mobile repair or towing.

5. Hours and special hours

   Edit profile › Hours › Special hours for each bayram and national holiday, up to 6 days in a row; for longer closures use "Temporarily closed" Google, Oct 2026.

6. Contact links

   The same main phone as the website; the website link with the gbp_listing UTM from module 05; a booking link. A WhatsApp chat link (Edit profile › Contact › Chat) is "available in select regions"; not verified for Türkiye (Oct 2026) Google, Oct 2026. Check this field even if you never filled it in: in June 2026 a bug made Google add WhatsApp numbers to many profiles on its own, sometimes wrong ones such as a landline that cannot receive WhatsApp; Google product experts called it a bug, and owners can now delete a wrong number Optimixed, Jun 2026.

7. Services, description, photos

   List 15–25 services with short descriptions; names must not contain prices or phone numbers. Description: at most 750 characters, no links or promotions. Photos: JPG or PNG, 10 KB–5 MB, 720×720 px recommended; videos up to 30 seconds Google, Oct 2026. Add 2–4 real photos a month, plates blurred.

8. Posts

   Updates, offers and events still exist. A 9-week test found posts had no measurable effect on rankings Sterling Sky, Jul 2021, so use them to convert visitors (a seasonal check, holiday hours). Do not put phone numbers in the post text; use the post's button.

Reviews: the biggest trust lever

No equivalent Türkiye survey was found (Oct 2026). The direction is clear anyway: you need many, recent, answered reviews, arriving steadily.

1. Get your review link

   Read reviews › Get more reviews, then copy the link; the QR code can only be made in a computer browser Google, Oct 2026.

2. Ask every customer, the same way

   Send the link on WhatsApp soon after delivery: the same day, or within 2–3 days once the customer has driven the car. One polite reminder a few days later is enough.

3. Reply to every review within 1–2 working days

   With a human name, a specific detail, and no customer data (no plate, no invoice amount).

4. Report only real policy violations

   Spam, fake, off-topic or offensive reviews can be reported; a review you simply dislike cannot.

Merhaba [Ad] Bey/Hanım, aracınızın bakımı/onarımı için Örnek Oto Servis'i tercih ettiğiniz için teşekkür ederiz. Deneyiminizi Google'da kısaca paylaşırsanız çok seviniriz; yorumlarınız diğer araç sahiplerinin doğru servisi seçmesine yardımcı oluyor. Yorum bağlantısı: [link]
Aracınızla ilgili herhangi bir sorunuz olursa bu numaradan bize her zaman yazabilirsiniz. İyi yolculuklar dileriz.

Review request for every customer. It thanks them, asks for their experience and gives the link. It does not say "if you were happy", which would be gating.

Merhaba [Ad] Bey/Hanım, yaşadığınız durum için üzgünüz ve geri bildiriminiz için teşekkür ederiz. Konuyu ayrıntılı incelemek ve çözmek istiyoruz. Servis sorumlumuz [İsim] ile [telefon] numarasından doğrudan iletişime geçebilir misiniz? Sizi dinlemek ve sorunu gidermek için elimizden geleni yapacağız. — Örnek Oto Servis

Reply to a negative review: calm, thankful, takes the discussion offline. For a positive review, thank the person by name and mention the service, for example "Fren değişimi işleminizden memnun kalmanıza sevindik."

Other maps and NAP

Use the NAP master text from module 04 on every platform. Google's Local Services Ads, a pay-per-lead format, are not available in Türkiye Google, Oct 2026; paid local visibility comes from Google Ads, covered in module 10.

For a repair shop, social media shows proof of work and keeps your name in people's minds (brand marketing, module 01). WhatsApp is where the service itself happens: questions, photos, approvals, "your car is ready". Reminders and referrals then bring customers back, which is often the cheapest growth a shop has.

In TÜİK's 2025 survey, Facebook was used by 49.6% and TikTok by 24.3% of internet users (news reports of TÜİK). Instagram and YouTube are the main "show your work" channels; Facebook still reaches many older local drivers; TikTok is optional.

What organic social can do for a local shop

Platforms recommend what viewers enjoy, not what big accounts post. Instagram says its Reels ranking predicts whether you will watch a reel all the way through, like it or reshare it, and that it shows less of reels with watermarks, muted audio, borders or mostly text Instagram, May 2023. Instagram's head later named watch time, likes and sends (shares by message) as the top signals, as reported by secondary sources Buffer, 2025. TikTok says follower count is not a direct factor TikTok, Jun 2020. In practice: short, useful videos that people watch to the end and send to a friend.

Five content pillars, ten ideas

A content pillar is a recurring theme. Four or five pillars make planning easy and teach both customers and the platform what you are known for.

Short-video basics

• Hook in the first 1–3 seconds. Open with the problem or the result, never the logo: "Bu sesi duyuyorsanız…" (If you hear this sound…).
• Film vertically on a phone during normal work. One person collecting 10–15 clips a week is enough.
• Add Turkish subtitles into the video itself, because many people watch without sound, and check technical words by hand.
• Length: Reels and YouTube Shorts can now run up to 3 minutes YouTube, Oct 2024. Practitioners start with 15–45 seconds for discovery and use 60–180 seconds for real diagnostic stories; there is no official best length.
• No watermarks from other apps; post the same clip to Reels, Shorts and TikTok without them.
• One call to action per post: "WhatsApp'tan yazın". Add a location tag and the district name in the caption. Instagram caps hashtags at 5 per post (since December 2025, as reported) Digital Trends, Dec 2025.
• Rhythm: in Buffer's study of 2.1 million Instagram posts, 3–5 posts a week more than doubled follower growth compared with 1–2 Buffer, Aug 2025. Consistency beats bursts.

Gösterge panelinde bu sarı ışık yandıysa panik yok ama ihmal de yok. 30 saniyede ne anlama geldiğini anlattık. Aracınızda bu ışık yanıyorsa WhatsApp'tan fotoğrafını gönderin, ustamız yorumlasın. Konum: Ümraniye

Example caption for a tip video. Blur plates and faces unless the person agrees in writing, and get written consent before featuring staff.

Community replies

About three-quarters of consumers expect a brand to reply on social media within 24 hours, and 51% expect a public acknowledgement first, then a move to private Sprout Social, 2025 Index. Reply to every comment and message on the same working day. Never argue in public, never delete honest negative comments (hiding spam and insults is fine), and never reveal customer data.

Fiyat sorusu: Merhaba, fiyat araç modeline göre değişiyor. Plaka ve modeli WhatsApp'tan iletirseniz KDV dahil net fiyatı hemen yazalım: [wa.me link]

Şikâyet, herkese açık: Merhaba [isim], yaşadığınız durum için üzgünüz. Konuyu hemen incelemek istiyoruz. Servis müdürümüz [isim] sizi bugün arayacak.

WhatsApp Business: the job journey

Set up the app once: install it on a dedicated shop phone; fill in the profile (name, category, address, hours, a short description such as "Her marka binek araç için bakım ve onarım. Yetkili servis değildir.", meaning "Maintenance and repair for all makes of passenger car. Not an authorised service."); add a catalogue of standard services with VAT-inclusive prices that match your wall list; write a greeting and an away message; save quick replies such as /randevu, /adres, /fiyat, /hazir and /yorum; create labels for each stage; print the QR code for reception and the key tag; connect WhatsApp Web at the front desk.

[Ad] Bey/Hanım, aracınızda yaptığımız kontrol sonucu: ön balatalar %10 seviyesinde, diskler sınırda (fotoğraflar ekte). Önerimiz: ön balata + disk değişimi. Toplam: [X] TL (parça [Y] TL + işçilik [Z] TL, KDV dahil). Tahmini süre: 3 saat. Onay verirseniz başlıyoruz. Sadece balata değişimi isterseniz: [W] TL.

Step 4, diagnosis and estimate. Keep the customer's written approval in the chat; it protects both sides.

Service reminders and referrals

Every car needs periodic maintenance, an inspection and seasonal tyre changes. A simple spreadsheet (name, phone, plate, car, last visit date and km, next service due, inspection month, tyres in storage, source, consent) lets the front desk send reminders every week.

Merhaba [Ad], kayıtlarımıza göre [Plaka] plakalı aracınızın son periyodik bakımı [tarih]/[km] idi. Üretici bakım planına göre bir sonraki bakım zamanı yaklaşıyor olabilir. Randevu isterseniz bu mesaja yanıt verebilirsiniz. Bu tür hatırlatmaları almak istemiyorsanız "DUR" yazmanız yeterli.

A plain maintenance reminder with no discount and an easy way to stop.

• Referral programme (arkadaşını getir): both sides get a benefit after the friend's first paid service, for example a discount on labour at the next maintenance. Write the conditions and dates in the main message, track it with a "referred by" column or a code, and ask customers to share your WhatsApp link; never ask for their friends' numbers. Reward referrals, never reviews. Local partners can refer too: tyre shops, car washes, insurance agents, driving schools and site yönetimi (residential complex management offices).
• Loyalty: a digital service history the customer can request any time, priority slots before holidays, and tyre storage, which creates two visits a year.

The 2024 Instagram block: own your customer list

Modules 06–08 covered free (organic) visibility. Organic work is cheap, but it takes months. Paid ads can bring calls next week. They can also waste a month of budget on the wrong clicks if the basics are wrong. This module explains the mechanics that Google, Meta and the other ad platforms share, so the next two modules make sense.

What you actually buy

Every ad platform sells some mix of three things. You met the formulas in module 03; here is how they map to what you pay for.

• Attention: your ad is shown (an impression). Its price is the CPM, the cost per 1,000 impressions.
• Visits: someone taps the ad (a click). Its price is the CPC, the cost per click.
• Results: a lead, a WhatsApp conversation or a booking. Its price is the CPL or cost per result.

On Google Search you pay mostly per click Google Help, Oct 2026. On Meta you set a budget and a performance goal, such as "maximize number of conversations". With the default "Highest volume" bid strategy, Meta tries to spend the budget and get as many of those results as it can, then reports the cost per result Jon Loomer, 2026.

All TL figures in this module are example numbers for the fictional Örnek Oto Servis, not market data.

The auction in plain words

Each time someone searches on Google or opens Instagram, the platform runs a quick auction among all the ads that could be shown to that person. The highest bid does not win automatically.

• Google ranks ads by Ad Rank. Google lists six inputs: your bid, the quality of your ad and landing page, minimum quality thresholds, how close competitors are, the search context (place, device, time, words) and the expected effect of your assets Google Help, Oct 2026. A simple mental picture is Ad Rank ≈ bid × quality.
• What you pay on Google: "you only pay what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you" Google Help, Oct 2026. That is often less than your maximum bid.
• Meta works the same way in spirit: "The winner of the auction is the ad with the highest total value, based on bid, estimated action rates, and ad quality" Jon Loomer, 2026.

Intent vs interest: search catches demand, social creates it

This is a key idea in paid advertising for a local business. The two big ad types reach people in very different moments.

Targeting: who can see your ad

Targeting means the rules that decide who is eligible to see the ad. The two platforms give you different controls.

Budgets and pacing

A daily budget is an average, not a hard daily limit. Each platform lets spend move from day to day.

• Google: a campaign can spend up to 2× its average daily budget on a given day. Over a month you are charged at most 30.4× the daily budget Google Help, Oct 2026. So 600 TL/day means at most 18,240 TL in a month.
• Meta: with a daily budget, Meta may spend up to 75% more on a good day but keeps weekly spend at or below 7× the daily budget. This comes from a secondary source quoting Meta Stackmatix, 2026.
• Pacing means checking that real spend follows the plan. In the first two weeks, look 2–3 times a week. A common practitioner rule is to change a budget by no more than about 20–30% at a time.
• Fees on top: in Türkiye both platforms add fees and taxes to the budget you type in. Module 14 shows the full table.

Creative and landing page must match

The ad makes a promise. The next screen must keep it: same service, same offer, same price, same district. When it does not, people leave and the platform rates your quality lower.

Google's Quality Score has a separate part for this called "landing page experience" Google Help, Oct 2026. For a Click-to-WhatsApp ad there is no web page. The greeting message in WhatsApp plays the role of the landing page, so it must match the ad too.

Landing-page basics: a one-page checklist

A landing page is the page people reach after they click an ad. Google describes a good one as "well organized" with "text that relates to a person's search terms", and says the page should be clear, useful and related to your keyword Google Help, Oct 2026. Keeping the same promise from the ad to the page is called message match. For a repair shop, one service page per ad group is enough. Check each page against this list before you send paid clicks to it.

• The headline repeats the ad's service and district, for example "Ümraniye'de fren balata değişimi"
• The same price or price range, what is included, and the same offer end date as in the ad
• Call and WhatsApp buttons visible on a phone without scrolling; opening hours next to them
• One main action per page; a short form (name, phone, car, service) with a link to the privacy notice (module 14)
• Trust signals: real photos of your workshop and staff, a short warranty statement, address and map
• Loads fast on a phone. Google's guidance for a good experience is that the main content (Largest Contentful Paint) appears within 2.5 seconds web.dev; test the page in PageSpeed Insights
• No home-page slider, pop-up or menu that pushes the service and the buttons out of view

The learning phase

Automated bidding uses your results to decide whom to show the ad to and how much to bid. After a launch or a big change, the system needs time and data to calibrate. This period is called the learning phase.

• Google: after you change a Smart Bidding strategy (Google's automated bidding for conversions), it "can take a few conversion cycles (1-2 typically)" to calibrate. Manual CPC, where you set the bids yourself, has no learning period Google Help, Oct 2026.
• Meta: an ad set leaves learning after about 50 optimization events in 7 days. In July 2024 Meta's documentation still gave this rule of thumb Jon Loomer, Jul 2024. Small local budgets often stay "Learning limited" (Meta's status for an ad set that does not get enough events). That is acceptable; it is a guideline, not a requirement.

Test one thing at a time

If you change the ad, the landing page and the budget in the same week, you cannot tell which change helped. Test in this order: the offer and the ad first, then the landing page, then targeting. Meta specialists give the same advice: when results are poor, start with the ads Jon Loomer, Feb 2026.

1. Write the idea in one sentence.

   "A Reel of the usta showing a weak battery will bring cheaper WhatsApp conversations than the photo ad."

2. Change one thing only.

   Same offer, same budget, same audience. Only the creative changes.

3. Fix the budget and the end date before you start.

   Use the math below. Write both in your change log.

4. Wait for enough data.

   Do not stop a test after two days because it "looks bad".

5. Decide and record.

   Keep the winner, stop the loser, and note what you learned and the date.

How much to spend to learn something

A common practitioner rule for both Google and Meta: do not judge an ad, a keyword or an offer until it has spent about 2–3× your target cost per result. If it still has zero results by then, change it.

The lesson for a 30,000 TL month: each channel can test two or three ideas properly, not ten. Pick the ideas that matter most.

Google Search is where urgent repair demand shows up: a warning light, a strange noise, a tyre change before the first frost. Google had 73.42% of search page views in Türkiye in September 2026, a share that swings from month to month StatCounter, Sep 2026. Several default settings in Google Ads suit Google more than a local shop and can waste money. This module shows the settings that matter. The deep dive covers every screen in detail.

How Google Ads works: Ad Rank and Quality Score

Module 09 explained the auction: Ad Rank combines your bid with the quality of your ad and landing page, and you pay just enough to beat the ad below you. Google gives each keyword a Quality Score from 1 to 10 that compares your ads with other advertisers over the last 90 days. Google says plainly that "Quality Score is not an input in the ad auction". It is a diagnostic tool that tells you what to fix Google Help, Oct 2026.

Account structure

A Google Ads account has three levels. Settings at a higher level apply to everything below it.

Campaign types, and which a repair shop should use

Google has changed several campaign types in 2025–2026, so older tutorials are often wrong. This is the status as of October 2026.

Keywords and match types

A keyword tells Google which searches your ad may appear for. The match type sets how loosely Google may interpret it Google Help, Oct 2026:

• Broad match (no symbols): fren tamiri. Can match related searches, even without your words. Google recommends it together with Smart Bidding. Too loose for a first campaign.
• Phrase match (quotes): "fren balata değişimi". Matches searches that include the meaning of the keyword.
• Exact match (brackets): [fren balata değişimi]. Matches searches with the same meaning or intent. Still not literally exact: close variants can match.

Find ideas and rough bid ranges in Tools › Planning › Keyword Planner. Set the location to your districts and the language to Turkish. Note the "top of page bid (high range)". These are estimates Google Help, Oct 2026.

Negative keywords, the Turkish way

A negative keyword stops your ad from showing for searches you do not want, such as job seekers or do-it-yourself videos. Google's rule matters a lot in Turkish: negative keywords do not match close variants, plurals or misspellings Google Help, Oct 2026. Because Turkish adds suffixes, ilan does not block ilanı or ilanları. Add each form yourself.

1. Build a shared list before launch.

   Open Tools › Shared library › Negative keyword lists, create "NEG_Genel_TR", paste the list and attach it to the campaign. Menu names as of 2026.

2. Read the real searches every few days.

   Open Campaigns › Insights and reports › Search terms. It shows what people actually typed. You can add negatives straight from this report Google Help, Oct 2026.

3. Add new forms as you find them.

   When you see "balata değişimi nasıl yapılır videosu", add "videosu" too, not only "video".

Responsive search ads and assets

A responsive search ad (RSA) is the standard text ad. You write up to 15 headlines (30 characters each) and up to 4 descriptions (90 characters each), plus two display-URL paths of 15 characters. Google mixes them for each search Google Help, Oct 2026. Google recommends at least two RSAs per ad group with "Good" or "Excellent" Ad Strength. Pinning a line to a fixed position lowers flexibility, so pin only what must always show.

A possible combination of one RSA for the "Fren" ad group (example). Character counts were checked: "Fren Balata Değişimi" 20, "Ümraniye Oto Servis" 19, "Yazılı Fiyat Teklifi" 20; descriptions 86 and 84. Turkish letters count as one character. Use only claims that are true for your shop, such as same-day delivery.

Assets (formerly called "extensions") add extra lines and buttons to the ad Google Help, Oct 2026:

• Sitelinks: extra links, text up to 25 characters, at least 2 needed Google Help, Oct 2026.
• Callouts: short facts up to 25 characters, such as "Yazılı Fiyat Teklifi" or "Cumartesi Açık" Google Help, Oct 2026.
• Call asset: your phone number as a button, in +90 format. The number must be verifiable on your website or through Search Console Google Help, Oct 2026. Schedule it to opening hours.
• Location asset: shows your address and map pin from your linked Google Business Profile.
• Structured snippet, image and price assets: use a price asset only if the landing page shows the same prices.

Location, schedule and networks

• Location: a radius around the shop (8–15 km in a big city) or a list of districts. The minimum radius is 1 km. Under Location options choose "Presence: People in or regularly in your targeted locations". Google's default, "Presence or interest", also reaches people elsewhere who are only interested in your area Google Help, Oct 2026. Choosing Presence is practitioner advice for local shops, not a Google rule.
• Ad schedule: show ads when someone can answer the phone and WhatsApp. Örnek Oto Servis is open Pzt–Cmt 08:00–19:00, Pazar kapalı (Monday–Saturday 08:00–19:00, closed Sunday), so its ads run in those hours.
• Networks: untick "Include Google search partners". Google itself warns that partner clicks "may not always reflect highly targeted traffic" Google Help, Oct 2026. Also untick the Display Network.
• Auto-applied recommendations: switch them off. Auto-apply can add broad match keywords and change bidding Google Help, Oct 2026. The optimization score is not a performance measure; even dismissing a recommendation raises it Google Help, Oct 2026.

Bidding for beginners

The bidding strategy tells Google what to optimize for. Start simple, then let automation take over when it has real conversion data.

Conversion tracking essentials, and the Türkiye call limit

Module 05 set up the measurement plan. In Google Ads, each tracked action is a conversion action. Mark only real leads as primary: primary actions appear in the "Conversions" column and are used for bidding. Secondary actions are for observation only Google Help, Oct 2026.

• Auto-tagging adds a click ID (gclid) to every ad click. It is on by default for new accounts Google Help, Oct 2026. Do not add manual UTM tags to Google Ads; GA4 uses the auto-tagged values anyway Google Help, Oct 2026.
• Enhanced conversions send hashed (scrambled) email or phone data from your form to Google to improve matching Google Help, Oct 2026. Mention this in your privacy notice (module 14).
• Later (month 2+): upload "job booked" or "job completed" results with their value. Google recommends starting with enhanced conversions for leads rather than the older click-ID import Google Help, Oct 2026.

Billing in Türkiye

The click price is not the full cost. Set the account to currency Turkish Lira (TRY), time zone (GMT+03:00) Istanbul and account type Organization. Currency and time zone cannot be changed later in practice.

• For Google Ads, the invoicing company is usually Google Reklamcılık ve Pazarlama Ltd. Şti. (Google Türkiye) Google Help, Oct 2026. Check Billing › Documents to see which entity invoices you.
• KDV on a Google Türkiye invoice is normally deductible for a VAT-registered company. This is general accounting knowledge, not verified (Oct 2026): ask your mali müşavir (accountant).
• Türkiye's Digital Service Tax is 5% in 2026 and 2.5% from 1 January 2027 (Presidential Decision 10767) EY, Jan 2026. Google pays it, and the 4.5% surcharge is how Google passes such costs on. Whether the surcharge drops in 2027 has not been announced.
• New advertisers with a Turkish billing address can get a promotional credit: spend a set amount within 60 days; taxes and fees do not count Google TR terms, Oct 2026. The current TL amounts could not be verified; check the offer in your own account.

Launch checklist

Tick these off for your own account. Your ticks are saved in this browser.

• Account in Expert Mode, currency TRY, Istanbul time zone, type Organization; invoicing entity checked
• Google Business Profile, GA4 and Search Console linked; auto-tagging on
• Conversion actions created and tested: form (primary), phone click (primary), WhatsApp click, directions (secondary)
• One service page per ad group, with call and WhatsApp buttons at the top on mobile
• Keyword Planner checked for your districts; budget redone with real CPC ranges
• One Search campaign, 4–8 ad groups, phrase and exact match only, AI Max off
• Two RSAs per ad group with true claims only; Ad Strength "Good" or better
• Assets: sitelinks, callouts, call asset (scheduled), location asset
• Shared negative list attached, with Turkish suffix forms
• Location: radius or districts with "Presence"; ad schedule matches staffed hours
• Search partners and Display Network unticked
• Bidding: Maximize clicks with a max CPC limit, or Manual CPC
• Auto-applied recommendations switched off
• Front desk asks "Bizi nereden duydunuz?" and logs every lead

Meta ads reach people before they search. In Türkiye that reach is large: Instagram's ad audience was 62.3 million and Facebook's 34.7 million DataReportal, Nov 2025, and WhatsApp is used by 90% of internet users aged 16–74 TÜİK via DHA, Aug 2026. An ad that opens a WhatsApp chat fits how Turkish customers already talk to a repair shop.

Where Meta ads appear

Business Suite, Ads Manager or Boost?

Meta has several tools with similar names. The business portfolio (called "Business Manager" until 2024) is the container that owns your Page, Instagram account, ad account, WhatsApp number and Pixel Blue River Digital, Sep 2025.

Campaign › ad set › ad

Like Google, Meta has three levels. Each level answers a different question Jon Loomer, Feb 2026.

The six objectives, and which to choose

Since January 2024 every new campaign uses one of six objectives; the old "Store traffic" objective is gone Webtonic, 2024. Meta's Turkish interface calls Leads Potansiyel Müşteriler; other Turkish labels were not verified.

Meta ads specialist Jon Loomer writes: "The objective itself does nothing… but it does assure you'll have access to the settings you need" Jon Loomer, Feb 2026. The real choice happens in the ad set: the conversion location (WhatsApp, instant form, website, calls) and the performance goal. For Sales, App and Leads campaigns, Advantage+ (Meta's automation for audience, placements and budget) is on by default since 2025 Jon Loomer, Feb 2025.

Radius audiences and Advantage+ audience

In 2026 most targeting options are "suggestions" that Meta may go beyond. Location, minimum age, language and custom-audience exclusions are still hard controls Jon Loomer, Mar 2026.

1. Location: drop a pin on the shop.

   Remove "Türkiye", search the address or use Drop pin, and set a radius of 5–10 km. Meta allows a radius from 1 km to 80 km around a pin Meta for Developers, Oct 2026. If you pick a district instead, untick "reach more people likely to respond" Jon Loomer, Mar 2025.

2. Age: set a minimum of 18.

   Leave the maximum age and gender open.

3. Advantage+ audience: on. No interests needed.

   Interests are only suggestions now. You also cannot exclude people by interest any more: Meta stopped offering detailed-targeting exclusions for new campaigns from 29 July 2024, and existing campaigns stopped using them on 31 January 2025. Meta said that in its tests, campaigns without these exclusions had a 22.6% lower median cost per conversion Meta for Developers, Jan 2025 Jon Loomer.

4. Name the district in the ad.

   Meta reaches people "living in or recently in" the area, so some viewers live elsewhere. "Ümraniye'deki araç sahipleri" filters them out better than any setting.

Creative that works

On Meta the creative (video, image and text) does most of the work. Plan two different ads, one video and one image, with up to five primary texts and five headlines Jon Loomer, Feb 2026.

• Formats: 9:16 for Reels and Stories, 4:5 for feeds. About 125 characters of primary text show before "See more"; keep headlines near 40 characters. In Reels, keep text out of the top 14% and bottom 35% of the screen Biddyco, Oct 2026.
• The first 1–3 seconds: start with the problem or the result ("Bu balata 2 mm kalmış"), not the logo. Meta reports that "46% of online purchase conversions with Reels now happen within the first 2 seconds" Meta, Mar 2026.
• Ideas that fit a workshop: before/after of a real part, "Usta anlatıyor" (the mechanic explains) in 15–30 seconds, a short tip, an offer card with a deadline. Burn Turkish subtitles into the video.
• AI enhancements: Meta can rewrite text, crop images and, since July 2026, offer copies of your image with rewritten headline text Jon Loomer, Jul 2026. Read every Turkish line it writes; turn off anything that adds claims you cannot prove.

Primary text:
Soğuk sabahlarda aracınız zor mu çalışıyor? Kış gelmeden akü, antifriz,
fren, silecek ve lastik kontrolünü yaptırın. Ümraniye'deki servisimizde
randevulu, sırasız. WhatsApp'tan yazın, size uygun saati ayarlayalım.

Headlines:
Kış Bakımı 30 Kasım'a Kadar
WhatsApp'tan Hızlı Randevu
Akü + Antifriz + Fren Kontrolü

Button: Send WhatsApp message
Pre-filled message: Merhaba, kış bakım kontrolü için randevu almak istiyorum.

Example Turkish ad copy. Use only claims that are true for your shop.

Click-to-WhatsApp and lead forms

A Click-to-WhatsApp (CTWA) ad opens a WhatsApp chat with a pre-filled message. Setup: Engagement objective › conversion location Messaging apps › WhatsApp › performance goal Maximize number of conversations Respond.io guide. The free WhatsApp Business app linked to your Page is enough for a small shop.

Budget and learning phase

• Daily budget for always-on campaigns; lifetime budget if you want ads only during opening hours (ad scheduling needs a lifetime budget).
• Bid strategy: keep "Highest volume" as a beginner. "Cost per result goal" is a target average, not a cap; set too low, the ads stop delivering Jon Loomer, 2026.
• Learning phase: about 50 results per ad set in 7 days (module 09). In 2025, adding new ads often no longer restarted learning Jon Loomer, Dec 2025. Use the formula below to see whether your budget can reach 50.
• Day 7 check: is it spending? Any results? Region breakdown inside your area? Do nothing else unless an ad has spent 2–3× your target cost per result with no results; then replace the ad or sharpen the offer first.
• Day 14 decision: cost per paying customer from your log. Keep and scale the winner by about 20–30% every 3–4 days (practitioner rule). In a small radius, frequency (average views per person) rises fast. If it passes about 3 in a week and CTR falls, add two new ads (a rule of thumb, not a Meta rule).

Example numbers. The "50 results in 7 days" rule comes from Meta's documentation (module 09) Jon Loomer, Jul 2024. Meta gives no percentage for how big a budget change restarts learning, so treat "20% rules" you read online as guesses.

Measurement essentials

• Meta Pixel + Conversions API (CAPI): the Pixel reports website actions from the browser; CAPI sends the same events from your server. Use both, with deduplication. Meta claims Pixel + CAPI users saw "an average 17.8% lower cost per result", and in April 2026 it announced a free one-click CAPI setup Meta, Apr 2026.
• Standard events for a repair shop: Contact (phone or WhatsApp click), Lead (form sent), Schedule (appointment booked) Meta developers, Oct 2026.
• Columns to add in Ads Manager: Results, Cost per result, Amount spent, Reach, Frequency, CPM, Link clicks, CTR (link), Messaging conversations started, Cost per messaging conversation started.
• UTM tags on any Meta ad that sends people to your website, otherwise GA4 often shows paid Meta visits as "Organic Social" (module 05). CTWA ads do not open your website, so track them with WhatsApp labels.

Costs in Türkiye

Choose TRY when you create the ad account; the currency cannot be changed later. Enter the company tax number (VKN) in billing so invoices go to the company Dijitarya, Jul 2026.

Launch checklist

• Business portfolio in the company's name; two admins, both with two-factor authentication
• Page, Instagram, WhatsApp Business number, ad account and Pixel all in the portfolio and linked
• Ad account in TRY with Istanbul time; VKN and legal address in billing
• Pixel (and CAPI if possible) installed; Contact and Lead events tested in Test Events
• KVKK privacy notice and cookie notice live on the website (needed for lead forms)
• WhatsApp Business: profile, hours, greeting, away message, quick replies, labels
• One campaign, one ad set, pin + 5–10 km radius, age 18+, Advantage+ audience
• Two ads: one 9:16 Reel with subtitles and one 4:5 image; district named in the copy
• Advantage+ creative enhancements reviewed; wrong Turkish or unprovable claims turned off
• A named person answers WhatsApp within 15 minutes in opening hours
• Saved column preset with conversation and frequency columns
• Budget includes the 5% location fee and stopaj; accountant informed
• Day 7 and day 14 review dates in the calendar

Google and Meta will take most of a small shop's ad budget. But some customers search on Yandex, compare quotes on a marketplace, or walk past a flyer at the tyre shop next door. Cheap local channels can beat ads on cost per lead. A US cleaning company that gave every channel its own phone number found that door hangers had a better cost per lead than Google's Local Services Ads CallRail case study, Sep 2026. It is a vendor case study. The practical lesson is to measure every channel the same way before you judge it.

Yandex Direct: the real number two in Türkiye

StatCounter measures page views referred by search engines, not searches, and the split moves a lot from month to month (in August 2026 Yandex had 15.98%). Treat Yandex as a meaningful second engine with roughly 15–25% of search. Yandex Türkiye offers search ads (Aramada Reklam), the Yandex Advertising Network, retargeting and location-based ads in Yandex Navigator and Maps. Conversions are tracked with Yandex Metrica Yandex TR, Oct 2026. TRY billing, minimum payments and the current campaign types for Türkiye could not be verified, and Yandex's Turkish price page still shows the old 18% KDV rate, so it is probably out of date.

• Free first: claim your Yandex Business listing (module 07). For keyword ideas, Yandex Wordstat launched for Türkiye in January 2026, free with a Yandex ID, with a mobile/desktop split Marketing Türkiye, Jan 2026.
• When to test Yandex Direct: after Google Search is profitable and tracked. Start with search ads for your 2–3 best services, Metrica goals for phone and form clicks, and a small daily budget. Compare cost per lead with Google after 4–6 weeks.

Microsoft Advertising (Bing)

Microsoft's documentation lists Turkish as a supported customer and ad language with country code TR, which strongly suggests Turkish businesses can advertise Microsoft Learn, Jun 2026. No Microsoft page saying "Türkiye: available" was found. With under 1% of search, it is a low priority. If you try it, use Microsoft's tool that copies campaigns from Google Ads (a known feature; its current help page was not checked) and choose the "people in" location option, Microsoft's version of Google's "Presence" Microsoft Learn.

Directories and marketplaces

Offline: QR-code flyers that you can measure

Print still works for a neighbourhood business: flyers at the tyre shop, a card with the invoice, a sticker on the key tag. Without tracking, though, you never know if it paid off. Put a QR code on it that opens a short link you control, which then forwards to a URL with UTM tags.

https://ornekotoservis.com.tr/kis-bakimi?utm_source=flyer&utm_medium=print&utm_campaign=kis_bakimi_2026_11&utm_content=flyer_a5_a

Lowercase, underscores, no Turkish characters in UTM values: kis_bakimi, not kış_bakımı. Turkish letters become codes such as %C4%B1 and split your reports.

Partnerships and local sponsorships

Email and SMS

Your own customer list is the cheapest channel you have. A maintenance reminder with no promotion can usually go to existing customers without separate consent, but any campaign or discount needs prior consent registered in İYS, the national consent system. Module 14 explains the rules; use utm_medium=email or utm_medium=sms on links so GA4 sorts the visits correctly.

Channel comparison

Ad platforms report "results". Only you know which results became paying customers. Without a routine, money drifts to the channel that reports the best numbers, which is not always the one that brings jobs. For example, one channel can bring the cheapest leads but the most expensive jobs, because fewer of its leads book. Without a customer log, you would move money to the wrong channel.

Reading reports: which numbers to look at first

Start from the money and work backwards. Look at the "why" numbers only after you know whether there is a problem.

The weekly 30-minute routine

Same day, same order, every week. Monday morning works well because the weekend's leads are in.

1. Update the customer log (5 min).

   Every lead has a source, a status (Yeni → Teklif → Randevu → Geldi → İş tamamlandı / Kaybedildi) and, for jobs, the invoice amount.

2. Fill the weekly table (5 min).

   Per channel: spend, clicks, leads (calls, WhatsApp, forms), jobs, revenue, cost per lead, cost per job.

3. Google Ads (5 min).

   Insights and reports › Search terms: add negatives. Check spend pacing and that conversions are still recording.

4. Meta (5 min).

   Cost per conversation, frequency, region and placement breakdowns. Ask the WhatsApp owner about reply times.

5. Tracking health (5 min).

   Any key event at zero or a sudden jump means something broke. Once a month, make a test call and send a test WhatsApp message yourself.

6. Decide one change (5 min).

   Answer: Did new customers go up or down against the 4-week average? Which channel had the lowest cost per job? How many calls were missed? Then write one change in the change log.

Why Google Ads, Meta and GA4 disagree

Every tool counts by its own rules. Each ad platform gives itself credit for any conversion that follows its ad within its attribution window (the number of days after a click or view in which a conversion still counts). GA4 shares credit across channels with its own model; since November 2023 it offers only data-driven, paid-and-organic last click, and Google-paid-channels last click Google Help, Oct 2026.

• Different counting: a GA4 session, a Google Ads click and a Meta link click are different things.
• Different windows: Meta's default for website conversions is reported as 7-day click, 1-day engage-through and 1-day view Dataslayer, Apr 2026. Meta's own March 2026 announcement did not state the default, so treat it as third-party information.
• Missing data: visitors who reject cookies, ad blockers, and Apple's privacy features (App Tracking Transparency since iOS 14.5, Safari tracking prevention) hide some conversions WebKit, Oct 2026.
• Modelled data: Google and Meta estimate some conversions they cannot see.
• Definition changes: after Meta removed view windows in January 2026, third-party sources reported overnight drops of 15–30% in reported conversions, without any change in real sales Dataslayer, 2026. These percentages are not independently verified. Note such changes in your report.

Diagnosis: find the weak step

When cost per customer is too high, walk down the funnel and stop at the first step that is weak. Compare with your own earlier weeks, not with a universal "good CTR": no such number fits every market. Change one thing, then wait 2–4 weeks with small volumes.

A simple dashboard

Google's free reporting tool went back to its original name, Data Studio, in April 2026 (it had been called Looker Studio). It is still no-cost Google Cloud docs, Apr 2026. It has built-in connectors for GA4, Google Ads, Search Console and Google Sheets, but none for Google Business Profile or Meta Ads; community connectors "may cost money to use" Google Cloud docs, Sep 2026. Many tutorials still say "Looker Studio".

1. Create a blank report.

   Go to datastudio.google.com and choose Blank report.

2. Add data.

   GA4, Google Ads, Search Console, and a Google Sheet with your customer log plus a small tab where you type the weekly Meta and GBP numbers by hand. This avoids paid connectors.

3. Page 1 "Summary".

   Scorecards for spend, leads, jobs, revenue and cost per job; a weekly time series; a table by channel.

4. Add a date control and share view-only.

   Default to "Last 7 days" or "Last month".

Blended cost per customer

Because platforms disagree, also judge marketing as a whole. Blended numbers do not depend on any platform's attribution.

Example numbers for Örnek Oto Servis: 24 new customers came from ads and 16 from the Google profile, referrals and walk-ins. The paid figure is the one to compare with the 1,500 TL target; the blended figure shows the health of all marketing together.

A small shop can break these rules by accident: a cookie banner that loads tracking before consent, a "kampanya" SMS to the whole phone book, a Google review quoted in an ad. The fines are large compared with a local business's profit.

KVKK basics

KVKK is Law No. 6698 on the Protection of Personal Data mevzuat.gov.tr. For a repair shop, personal data includes customer names, phone numbers, plates linked to owners, photos and videos of people, WhatsApp chats and CCTV.

• Inform (Art. 10): when you collect data, give an aydınlatma metni (privacy notice): who you are, why you use the data, who receives it, the legal basis and the person's rights.
• Explicit consent (açık rıza): specific, informed and freely given. Practitioners usually treat promotional use, such as campaign messages or uploading customer lists to ad platforms, as needing it.
• Transfers abroad (Art. 9): Google, Meta and most email tools store data outside Türkiye. Law 7499 rewrote Article 9, in force from 1 June 2024: transfers need a legal basis plus an adequacy decision, appropriate safeguards such as a standard contract (notified to the Authority within 5 business days of signing), or a limited occasional exception. How a small business should document this for GA4 or Meta Pixel is not settled in the sources read. Ask a lawyer.

Cookie consent

KVKK's cookie guide (Çerez Uygulamaları Hakkında Rehber, July 2025 edition) sets the practical rules KVKK, Jul 2025:

• "Davranışsal reklamcılık için kullanılan çerezler açık rıza gerektirmektedir" — cookies for behavioural advertising need explicit consent.
• First-party analytics may be exempt only in a narrow case, including that the data is not passed to third parties. GA4 and Meta Pixel send data to Google and Meta abroad, so treat them as needing consent. This is an interpretation, also given by a Turkish legal blog DijiLegal, Jul 2026.
• Consent needs an active action; simply entering the site is not consent. "Kabul et", "Reddet" and "Tercihler" buttons should be equal in colour, size and font, and consent-based cookies should be off by default.
• The cookie notice is separate from consent and must name each cookie, its purpose, duration and whether it is first- or third-party.

Google's Consent Mode passes the visitor's banner choice to Google tags. Google requires it for the EEA, the UK and Switzerland, not for Türkiye Google, Oct 2026. It is still a clean way to make tags obey your banner. "Basic" mode sends nothing before consent, the safest reading of KVKK. Whether "Advanced" mode's cookieless pings are acceptable without consent is an open legal question.

Commercial messages: Law 6563 and İYS

Commercial SMS, emails and calls fall under Law No. 6563; promotional WhatsApp messages are likely covered too, although whether they must be checked in İYS is not settled mevzuat.gov.tr. İYS (İleti Yönetim Sistemi) is the national register of consents. Since the 2020 amendment, consents collected outside İYS (paper, website, WhatsApp) must be registered within 3 business days or they are invalid Resmî Gazete, Jan 2020. No small-business exemption was found.

Example templates. The moment a reminder adds "%20 indirim", it becomes marketing and needs İYS consent. 2026 fines: 2,859–14,309 TL per breach for sending without consent (up to 10× for bulk sends); 5,723–42,930 TL for opt-out breaches.

Advertising law and the 2026 amendment

Under Law No. 6502 Art. 61, ads must be true and honest, hidden ads are banned, and the advertiser must prove its claims mevzuat.gov.tr. Your own Instagram post, Google Business post or WhatsApp campaign counts as a commercial ad (ticari reklam). The Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği (advertising regulation) was amended on 1 July 2026 (Resmî Gazete No. 33297), in force from 1 August 2026 mevzuat.gov.tr, 2026.

"Ücretsiz", prices, comparisons and superlatives

Behind these lines: "bedava/ücretsiz" is banned when the consumer must pay anything beyond unavoidable delivery costs (Annex A-16); prices must be total, in TL, with conditions in the main message (Art. 13); comparative ads may not name a competitor's product, brand, logo or trade name (Art. 8) and need documents (Art. 9); fake urgency is a deceptive practice (Annex A-7); and legal rights, such as no charge if the same fault returns within a year and at least 6 months' warranty on replaced parts under the after-sales regulation, may not be presented as extras (Art. 7(7)). In August 2026 the Advertising Board fined Türk Telekom 3,180,853 TL partly for unproven "en yüksek…" claims Reklam Kurulu, Aug 2026.

Car brand names and "yetkili servis"

An independent shop may name the brands it services, honestly and to describe its service. The Industrial Property Law (SMK 6769, Art. 7(5)) allows such fair use, especially for spare parts and the intended purpose of a service mevzuat.gov.tr. Claiming a status you do not have is misleading under the advertising regulation (Art. 7(5)(c)), and Google's misrepresentation policy bans implying a brand's support you do not have Google, Oct 2026. The Advertising Board fined businesses falsely presenting themselves as authorized services about 15 million TL over two years, mostly for search-engine and social media ads Bloomberg HT, May 2024.

Taxes and fees on ad spend

Real 2026 cases from the Advertising Board

Compliance checklist

• Privacy notice (aydınlatma metni) on website forms, the job card and the WhatsApp greeting
• Cookie banner with equal "Kabul et / Reddet / Tercihler"; analytics and ad cookies off by default; tested with "Reddet"
• Marketing consent separate, unticked, per channel, and never a condition of the repair
• Registered in İYS; consents uploaded within 3 business days; SMS/e-mail provider checks İYS
• Reminders contain no promotion; every marketing message names the sender and offers "RET"
• Prices in ads are real totals in TL including KDV, with dates and conditions
• "Ücretsiz" only when truly free; discounts show the previous price, dates and limits
• No superlatives without documents; no competitor names; no mocking authorized services
• No "yetkili servis" wording or brand logos; "Bağımsız servisiz, yetkili servis değildir" where brands are named
• Influencer or gifted content labelled "Reklam" or "Tanıtım" plus the shop's name
• No bought, staff or family reviews; review quotes in ads only after legal advice
• Dated, VAT-inclusive price list on the wall matches the website, WhatsApp catalog and ads
• Customer lists not uploaded to ad platforms without consent and legal advice
• Accountant has confirmed KDV, stopaj and platform fee treatment
• Numbers received through referrals or from other people are not used for marketing without a privacy notice and valid consent (KVKK, July 2026)
• Complaint-site notifications checked daily; every complaint answered within 48 hours
• Discounts on parts (goods) use the lowest price of the last 10 days as the "before" price

This module joins the course into one plan for the fictional Örnek Oto Servis in Ümraniye. The plan starts on Monday 5 October 2026. Every number in it is an example, not market data.

The 90-day plan

Weeks 1–2 · Foundation

• Google Business Profile complete, review routine started, Yandex Business listing claimed (module 07)
• Service pages live, including /kis-bakimi with price, what is included, call and WhatsApp buttons
• WhatsApp Business: greeting, away message, quick replies, labels (module 08)
• Privacy notice, cookie banner, İYS registration, dated price list on the wall (module 14)
• Google Ads (Expert Mode, TRY) and Meta business portfolio with a TRY ad account ready

Weeks 3–4 · Measurement

• GTM with GA4 events click_to_call, whatsapp_click, generate_lead; GA4 data retention set to 14 months
• Google Ads conversions (form and phone click primary) and Meta Pixel events tested in Preview and Test Events
• Customer log with "Bizi nereden duydunuz?" used for every new customer; UTM log sheet started
• Baseline written down: leads, jobs and revenue per source before ads

Weeks 5–8 · Launch

• Google Search and Meta Click-to-WhatsApp campaigns live on 2 November
• Search terms checked and negatives added 2–3 times a week; no other big edits for 14 days
• Day 7 and day 14 checks done; WhatsApp replies within 15 minutes

Weeks 9–13 · Optimize

• 4-week review done: cuts and scale-ups decided (see the walk-through below)
• Weekly 30-minute routine every Monday (module 13)
• Booked jobs uploaded to Google Ads as offline conversions, if legally cleared
• 90-day review: cost per customer against target, next season's offer, decision on a Yandex Direct test

Campaign walk-through: "Kışa hazırlık bakım kontrolü"

The winter-prep check is a fixed-price inspection before the cold: battery (akü), antifreeze (antifriz), brakes, wipers, tyres and lights. Many cars need work after the check, so the first job is often larger than the check itself.

Step 1 · Goal and offer

• Goal: at least 20 new paying customers from ads in 4 weeks (2–29 November 2026) at no more than 1,500 TL per customer. Break-even on the first job is 3,200 TL (8,000 TL average job × 40% margin).
• Offer: "Kışa Hazırlık Bakım Kontrolü: 1.250 TL (KDV dahil), yazılı rapor, onayınız olmadan işlem yapılmaz. 30 Kasım 2026'ya kadar." The price must be the real total price, and the end date must be real (module 14).
• Revenue assumption: the average first job of a check customer, including work found, equals the course's 8,000 TL average job value.

Step 2 · Budget split

Step 3 · Google Search setup

More headlines (character counts checked, all ≤ 30): "Akü, Antifriz ve Fren Kontrolü" 30 · "Onayınız Olmadan İşlem Yok" 26 · "30 Kasım'a Kadar Geçerli" 24 · "Online Randevu Alın" 19 · "Tüm Marka Binek Araçlar" 23. Descriptions: 72 and 70 characters.

Step 4 · Meta setup

• Campaign: kis_bakimi_2026_11, objective Engagement, 400 TL/day.
• Ad set: Messaging apps › WhatsApp; maximize number of conversations; pin on the shop with an 8 km radius; age 18+; Advantage+ audience and placements.
• Ads: a 20-second Reel ("Usta anlatıyor: akünüz kışa hazır mı?") and a 4:5 image with the offer, price and deadline. Copy from module 11.

Pre-filled message:
Merhaba, kış bakım kontrolü için randevu almak istiyorum. (IG-KIS)

Greeting (WhatsApp Business):
Merhaba, Örnek Oto Servis'e hoş geldiniz. Hızlı yardımcı olabilmemiz için
aracınızın marka/model/yılını ve uygun olduğunuz günü yazar mısınız?
Çalışma saatlerimiz: Pzt–Cmt 08:00–19:00, Pazar kapalı. Kişisel verilerinize ilişkin
aydınlatma metni: [link]

The tag "(IG-KIS)" at the end of the pre-filled text shows the source in the first message, so the front desk can log it.

Step 5 · Links and source tags

Each channel needs a different tracking method. Copy the ones you need into your UTM log.

Google Ads: no manual UTM tags. Auto-tagging adds gclid, and GA4 uses it.

https://ornekotoservis.com.tr/kis-bakimi

Meta ads that send people to the website (in Tracking › URL parameters). Meta's dynamic values were not verified (Oct 2026); check that visits show as "Paid Social" in GA4 after launch. Click-to-WhatsApp ads open WhatsApp, not your site, so they use the source tag above instead.

utm_source={{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

Instagram bio link and organic posts during the campaign:

https://ornekotoservis.com.tr/kis-bakimi?utm_source=instagram&utm_medium=social&utm_campaign=kis_bakimi_2026_11

Step 6 · Tracking setup

Step 7 · Illustrative 4-week results

Step 8 · How to read it

1. Start with the money.

   24 paying customers at 1,167 TL each: below the 1,500 TL target and far below the 3,200 TL break-even. With fees, the real cost is 31,080 TL, so about 1,295 TL per customer. The campaign works.

2. Know your break-even ROAS.

   With a 40% margin, the first job pays back the ads at ROAS 1 ÷ 0.40 = 2.5. Hitting the 1,500 TL target needs about 8,000 ÷ 1,500 ≈ 5.3. The Meta image ad (1.9) loses money on the first job.

3. Compare cost per customer, not cost per lead.

   Meta leads were cheaper (170 TL vs 350 TL), but only 12% became customers, against 33% on Google. Meta's cost per customer is higher.

4. Find the weak rows.

   The battery/antifreeze keywords cost 650 TL per lead, above the 600 TL target. The search terms report shows people looking to buy batteries online ("akü fiyatları 72 amper", "akü satın al"). The image ad has a low CTR and almost no customers.

Step 9 · Decisions for the next 4 weeks

What-if calculator

Change one input at a time and watch cost per customer and ROAS. Note that with a fixed budget and CPC, clicks stay the same when CTR changes; CTR only changes how many impressions you need. In a real auction a better CTR usually also lowers the CPC (module 09).

Presets are rounded versions of the made-up 4-week results above. Fees and taxes are not included; add them with the calculator in module 14.

Real case studies: what other businesses did

Örnek Oto Servis is made up. The businesses below are real, and each result comes from the linked page (all links checked 7 October 2026). Read the label in each row: most numbers are reported by the platform, vendor or agency that did the work. Nobody audited them, there is often no control group, and some data is old. Use them for the lesson, not as a forecast for your shop. No published case study of a small independent Turkish repair shop with numbers was found.

Glossary A–Z

The key terms of the course, in plain words. Turkish terms are in italics with a translation.

A/B test

Running two versions at the same time, with only one difference, to see which works better.

Açık rıza

Explicit consent: specific, informed and freely given agreement, needed under KVKK for things like marketing cookies.

Ad group

The Google Ads level that holds one theme: its keywords, its ads and the page they lead to.

Ad Rank

Google's score that decides if and where an ad shows: bid, quality, thresholds, competition, context and assets.

Ad Strength

Google's rating (Poor to Excellent) of how varied and relevant a responsive search ad's text is.

Ads Manager

Meta's full tool for creating, running and reporting ads.

Advantage+

Meta's name for its automation of audience, placements, budget and creative.

AI Max for Search

A Google Search setting that widens keyword matching and adapts ad text and landing pages automatically.

Assets

Extra parts of a Google ad, such as sitelinks, callouts, a call button or the address (formerly "extensions").

Attribution

The rules that decide which ad or channel gets credit for a conversion.

Attribution window

How many days after a click or view a conversion can still be credited to an ad.

Auto-tagging

Google Ads adds a click ID (gclid) to each ad click so visits and conversions can be linked to it.

Aydınlatma metni

Privacy notice: the information you must give people when you collect their personal data.

Bidding strategy

The rule that tells an ad platform how to bid, such as "maximize clicks" or "maximize conversions".

Bizi nereden duydunuz?

"How did you hear about us?" Asked at every first contact and written in the customer log.

Blended cost per customer

All marketing spend divided by all new paying customers, across every channel.

Boost

Meta's quick way to turn an existing post into an ad, with fewer options than Ads Manager.

Break-even CPA

The most you can pay to win a customer before the first job loses money: job value × gross margin.

Business portfolio

Meta's container (formerly Business Manager) that owns your Page, Instagram, ad account, WhatsApp number and Pixel.

CAC

Customer acquisition cost: what you spend to win one new paying customer.

Campaign

The top working level of an ad account: budget and main settings on Google, the objective on Meta.

Click-to-WhatsApp (CTWA)

A Meta ad whose button opens a WhatsApp chat with the business.

Close rate

The share of leads that become paying customers.

Consent Mode

Google's way of passing a visitor's cookie-banner choice to Google tags.

Conversion

An action you count as a success, such as a form sent or a tap on the phone number.

Conversion rate (CVR)

Conversions divided by clicks or visits, as a percentage.

Conversions API (CAPI)

Sending conversion events to Meta from your server, together with the browser Pixel.

CPC

Cost per click: spend ÷ clicks.

CPL / CPA

Cost per lead: spend ÷ leads. Cost per acquisition: in this course, ad spend ÷ new paying customers (ad platforms also use CPA for cost per conversion).

CPM

Cost per 1,000 impressions: the price of attention.

CTR

Click-through rate: clicks ÷ impressions.

Customer log

Your own sheet of every lead with source, status and invoice amount; the source of truth for results.

Data Studio

Google's free reporting and dashboard tool. It was called Looker Studio until April 2026, when it went back to its original name.

Demand Gen

A Google campaign type for visual ads on YouTube, Discover, Gmail and the Display Network.

Dijital Hizmet Vergisi

Digital Service Tax, paid by the platforms: 5% in 2026, 2.5% from 2027.

Engage-through attribution

Meta's 1-day credit window (since March 2026) for conversions after a like, save, share or 5-second video view.

Enhanced conversions

Sending hashed (scrambled) customer data from forms to Google to match conversions better.

Esnaf / tacir

Tradespeople / merchants: businesses that may get commercial messages without prior consent, subject to İYS rules.

Frequency

Impressions ÷ reach: how often the average person saw your ad.

Funnel

The path from first awareness to booking and return visits, narrowing at each step.

GA4

Google Analytics 4, Google's free website analytics.

gclid

The Google click ID that auto-tagging adds to ad clicks.

GBP

Google Business Profile: your free listing on Google Search and Maps.

GTM

Google Tag Manager: a free tool to manage tracking tags without editing the website each time.

Impression

One showing of an ad on a screen.

Instant form

A Meta lead form that opens inside Facebook or Instagram.

İYS

İleti Yönetim Sistemi: Türkiye's national register of consents for commercial messages.

KDV

Turkish VAT; the standard rate is 20%.

KDV-2

The return on which a company declares VAT on services bought from abroad, such as Meta ads (reverse charge).

Key event

GA4's name, since March 2024, for an event you mark as important (formerly "conversion").

Keyword

A word or phrase that tells Google which searches your ad may show for.

Keyword Planner

Google's free tool for keyword ideas, search volumes and bid ranges.

KVKK

Kişisel Verilerin Korunması Kanunu, Türkiye's personal data protection law (No. 6698).

Landing page

The page people reach after clicking an ad.

Lastik oteli

Tyre hotel: seasonal storage of a customer's tyres at the shop.

Lead

A person who contacted you about a service by call, WhatsApp or form.

Learning phase

The period after a launch or big change when automated bidding calibrates.

Location fee

Meta's 5% charge on impressions shown in Türkiye from 1 July 2026, per secondary sources.

LTV

Lifetime value: what a customer is worth over all their visits.

Mali müşavir

Certified accountant; confirm taxes and fees on ad spend with them.

Match type

How loosely Google matches a keyword to searches: broad, phrase or exact.

MER

Marketing efficiency ratio: total revenue ÷ total marketing spend.

Meta Pixel

Code on your website that reports visits and actions to Meta.

Muayene

Periodic vehicle inspection, done at TÜVTÜRK stations.

NAP

Name, address, phone: keep them identical on every listing.

Negative keyword

A word that stops your ad from showing for searches containing it; in Turkish, add each suffix form.

Objective

The goal of a Meta campaign, one of six: Awareness, Traffic, Engagement, Leads, App promotion, Sales.

Offline conversion

A result that happens off the website, such as a paid job, uploaded to the ad platform later.

Organic

Free visibility: search rankings, map listings and unpaid posts.

Owned / earned / paid media

Channels you control, attention others give you, and attention you buy.

Özel servis / yetkili servis

Independent service / authorized (franchised) service.

Performance Max

A Google campaign type that runs across Search, Maps, YouTube, Display, Gmail and Discover.

Periyodik bakım

Scheduled maintenance.

Placement

Where a Meta ad appears, such as Instagram Reels or the Facebook Feed.

Presence

Google's location option for people who are in or regularly in your area.

Primary conversion

A Google Ads conversion used for bidding; secondary ones are only observed.

Quality Score

Google's 1–10 diagnostic per keyword: expected CTR, ad relevance and landing page experience.

Reach

The number of unique people who saw your ad.

Reklam Kurulu

The Advertising Board of the Ministry of Trade, which stops and fines unlawful ads.

Remarketing

Showing ads to people who already visited your site or engaged with you.

ROAS

Return on ad spend: revenue ÷ ad spend.

ROI

Return on investment: (gross profit − marketing cost) ÷ marketing cost × 100, as a percentage.

RSA

Responsive search ad: Google's text ad built from up to 15 headlines and 4 descriptions.

Search terms report

The Google Ads report of the real searches that triggered your ads.

SEO

Search engine optimization: making your site easy to find, understand and trust in free search results.

Servis fişi

Service slip given to the customer after a repair.

Smart Bidding

Google's automated bidding for conversions or conversion value.

Stopaj

Withholding tax; 15% on internet advertising paid abroad, such as Meta ads.

Ticari elektronik ileti

Commercial electronic message (SMS, e-mail, call), regulated by Law 6563.

Ücretsiz / bedava

Free. Allowed in ads only if the customer truly pays nothing beyond unavoidable delivery costs.

USP

Unique selling proposition: the main reason to choose you over others.

UTM parameters

Tags added to a link (source, medium, campaign) so GA4 knows where a visit came from.

Yandex Direct

Yandex's ad platform for search, network and map ads.

Free learning resources

What to learn next

1. Measurement first.

   Work through the Tracking & Analytics deep dive until phone, WhatsApp and form tracking pass a test in GTM Preview.

2. Free visibility.

   Use SEO & Local Search for service pages, Google Business Profile, reviews and Yandex.

3. Your first paid channel.

   Build the Search campaign with the Google Ads Deep Dive, then the WhatsApp campaign with the Meta Ads Deep Dive.

4. Keep customers.

   Set up reminders and consent with Social, WhatsApp & Retention.

5. Practise the skills.

   Keyword Planner and Yandex Wordstat for your district, writing Turkish ads within character limits, short workshop videos, and a monthly Data Studio report.

Final self-check