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The Automotive Trade In The EU, In Numbers
Sales, servicing, parts: three automotive markets, each with its own rhythm. Their official figures from Eurostat, then the calendar of their Google searches.
Car Dealers
NACE code 45.11
Sale of cars and light motor vehicles
229,878companies in the EU
Eurostat publishes no final figure for this country.
5.9 people per company on average
€1,052.8 billion in turnover
Most searched month: January
Garages And Repair
NACE code 45.20
Maintenance and repair of motor vehicles
514,712companies in the EU
Eurostat publishes no final figure for this country.
2.9 people per company on average
€171.3 billion in turnover
Most searched month: March
Car Parts Retail
NACE code 45.32
Retail trade of motor vehicle parts and accessories
76,925companies in the EU
Eurostat publishes no final figure for this country.
3.6 people per company on average
€50.0 billion in turnover
Most searched month: January
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 45.11, 45.20 and 45.32, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 4411, 8111 and 441330, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 4411, 8111 and 441330, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 4681, 8111 and 4682 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 5911, 5912, 891 and 5913 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. Retail trade: 4-digit table, which only counts establishments that sold goods, sales for the year 2020. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the tables retail trade and all industries. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 4511, 4520 and 4532 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC codes 47311 and 47313/47314 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Buying A Car
Servicing
Parts And Tyres
100500
Buying A CarParts And TyresServicing
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: buying a car in January, servicing in March, parts and tyres in January. Buying A Car: January brings 1.5 times the searches of the lowest month.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “used cars”, “buy a car”, “new cars”, “garage near me”, “car service”, “mot”, “tyres”, “car parts” and “car battery”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Buying A Car
Servicing
Parts And Tyres
September 2025
82
84
85
October 2025
82
84
85
November 2025
67
82
88
December 2025
67
75
78
January 2026
100
92
100
February 2026
82
83
78
March 2026
84
100
92
April 2026
80
83
75
May 2026
69
83
72
June 2026
67
82
72
July 2026
69
83
72
August 2026
80
82
72
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Buying A Car “used cars”€0.21 to €0.84
Servicing “mot”€1.32 to €3.39
Parts And Tyres “tyres”€0.46 to €1.77
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Automotive · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
Your audienceAutomotiveUnited Kingdom · 9 apps · 5 moments
GGoogleIllustration
used cars
SponsoredYYour brandApproved Used Cars · Your BrandFull service history, test drives by appointment and part exchange welcome.
MaGoogle MapsIllustration
Y
SponsoredYYour brandApproved Used Cars · Your BrandGarage · open on SaturdaysCallWebsite
YYouTubeIllustration
Your next car is waitingAd · Your brand
Up nextWhat to check before buying a used car
SponsoredApproved Used Cars · Your Brand
DDiscoverIllustration
Your next car is waiting
YYour brand · SponsoredApproved Used Cars · Your Brand
MGmailIllustration
YSponsoredYour brandApproved Used Cars · Your BrandFull service history, test drives by appointment and part exchange welcome.
WWebsites and appsIllustration
Your next car is waitingYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Full service history, test drives by appointment and part exchange welcome.
Your next car is waiting
Approved Used Cars · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your next car is waiting
Learn more→
CChatGPTIllustration
which used car is the most reliable for a family?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandApproved Used Cars · Your BrandFull service history, test drives by appointment and part exchange welcome.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
110,000searches a month for “used cars”, in the UK
Searches a month in your industry, in the UK
“used cars”110,000
“garage near me”201,000
“tyres”110,000
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 2 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. At Mediabrands, one of the five largest agency groups in the world, I ran campaigns for major automotive brands. Today I work directly with you, with no middleman: the person who builds your campaigns is the one who runs them.
The 3 Paid Media Projects In Automotive
Your Catchment Area
A car buyer and a workshop customer come from your area. Geographic targeting and local searches ("garage + town") make campaigns profitable.
The Showroom And The Workshop
Selling vehicles and filling the workshop call for two separate campaigns: one follows your stock, the other your booking slots.
Measure The Contact At The Dealership
Call, test drive request, workshop booking: every contact is recorded as a conversion, so budgets follow what sells.
Towing And Recovery: The Call At The Right Moment
A driver who breaks down looks for recovery straight away, usually from a phone: the campaign shows up in your area, at the hours you operate, and is measured by the call.
Urgent, Local Searches
In the UK, « car recovery near me » is searched around 8,100 times a month, « car recovery » and « breakdown recovery » around 5,400 times each and « tow truck » around 4,400 times, with a top-of-page bid up to €10.19 on « breakdown recovery » (Google Keyword Planner, average from October 2025 to September 2026). The campaign targets a radius around your base, at the hours you can attend.
Breakdown Cover Is Another Search
« breakdown cover » is searched around 60,500 times a month in the UK, mostly by drivers comparing an insurance membership. Those searches are excluded, so the budget goes to people who need a truck now.
The Call As The Conversion
A call button in the ad, a tracked number on the site, and each call longer than a few seconds counted as an enquiry: calls drive the bids, day and night.
Tracking Through To The Job
Calls, online requests and completed jobs come back together, to show which areas and hours really pay.
The Method, Applied To Your Business
1
Audit Of Your Area
Local search volume, competition from other dealerships and garages, seasonality.
2
Sales And Workshop Campaigns
Search on buying and servicing searches, Meta to show your vehicles.
3
Contact Measurement
Calls, forms, workshop bookings: every contact comes back with its source.
4
Goal-Based Management
Budgets split between sales and the workshop according to what pays off each month.
Google first: a servicing or repair need starts with a search, often a local one. Meta alongside to show your vehicles and your offers. The mix depends on what you want to fill: the showroom or the workshop.
When To Launch A Servicing Campaign?
Before the peak: the calendar above shows that in the UK, servicing is searched most in March. Campaigns ramp up a few weeks before.
How Long Until We See Results?
Campaigns go through a learning phase, and the first reliable readings usually come after a few weeks of data. I never promise a number upfront: I steer on your real data, week after week. For a launch, I recommend at least 2 to 3 months of management: that is the time the algorithms need to finish learning, and for performance to rest on enough conversions to make decisions. It is a recommendation, and you stay free to choose the length.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Business
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
