The Q2 2025 benchmarking report for UK tyres and servicing brands has just been published. Learn how the top 12 UK tyres and servicing brands perform across the digital space.

The latest Q2 2025 benchmarking report for UK tyre and servicing brands has just been published. It covers the largest 12 national tyre and servicing brands, including ATS Euromaster, Tyre Shopper, Kwik-Fit, Formula One Autocentres, blackcircles.com, BookMyGarage, WhoCanFixMyCar, Asda Tyres, Mr Clutch Autocentres, Halfords, National Tyre & Autocare, and Protyre.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other tyre and servicing brands to win brand exposure locally, drive online views, and encourage either online purchases or visits to branches. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 12 tyres and servicing brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing tyre and servicing brands, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK tyres and servicing brands was £13,759, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £87 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Tyre Shopper reported the lowest monthly cost-per-click (CPC) at £6, and WhoCanFixMyCar has the highest at £931.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For tyres and servicing brands, having an easy-to-navigate site is essential for drivers needing to locate local retail and garage options for their vehicles and particular care should be taken of the pathways to key pages such as branch locators, or for key product lines.

 In our previous audit, BookMyGarage was the brand to watch, reporting 2,496 4xx errors. This quarter, BookMyGarage has dramatically reduced these errors to 19, suggesting that they’re knowledgeable of how these errors can impact the users’ web experience. Currently, the brand with the most 4xx errors is Halfords (251 4xx errors). .

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. As with ensuring your site is technically compliant, tyre and servicing brands must ensure their site experience is fast and efficient so users don't turn elsewhere.

The mobile site speed for this quarter ranged between 80 and 6, with Kwik-Fit reporting the slowest speed. Mobile site speed is important, as it can determine whether a consumer remains on the site or abandons it. Given that most consumers use their mobile for shopping, a fast-loading website should by high up the list for all brands.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Tyre and servicing brands can look to producing content and PR campaigns across the full spectrum of automotive ownership, and should be able to secure backlinks from a range of sector-specific and regional press publications.

A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA this quarter ranged between 76 and 31, with Mr Clutch Autocentres reporting the lowest DA score. This tyres and servicing brand should look for opportunities to build a relationship with high-authoritative websites with a similar target audience to help increase their backlinks and, thus, DA score.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Many retail brands are seeing sector-wide falls in organic traffic. Though tyre and servicing brands should be an ever-essential product for any automotive owner, brands may find car owners are updating their tyres and opting for servicing less frequently, resulting in less overall traffic to the sector.

Four brands saw a decrease of organic traffic on desktop, with WhoCanFixMyCar reporting the biggest loss (-39%). On mobile, 6 brands saw a decrease of organic traffic, with WhoCanFixMyCar also seeing the biggest loss here (-51%).

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. 'Local pack' results could prove particularly useful to tyre and servicing brands, helping them appear for 'near me' searches and capture potential customers looking for nearby branches.

Halfords remained at the top spot for the most Universal Search appearances overall (72,592) — nearly 2.5 times as many as the runner up. The majority of these appearances came from ’images’ (30,600), and all brands secured results for this category.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Tyre and servicing brands should consider their chances of ranking for key, transactional-focussed keywords and phrases, which might include availability, location, and models of vehicles.

Halfords holds the top spot for the most longtail keyword appearances for position 3 (43,867) and positions 4–10 (56,837). Brands should focus on both uploading new content and refreshing previous blog posts to include related longtail keywords naturally.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook Ads can be useful for both national and local garage reach.

We’ve included screenshots of Halford’s sponsored Facebook posts. This UK tyres and servicing brand included vertical image, which is a wise choice for catering to social media users on a mobile.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Tyre and servicing brands which are working to improve their DAs and longtail keyword performance will find they naturally build up a good stock of shareable content, particularly if they use appealing images and stats that can be shared on social media.

Asda Tyres has the most Facebook Likes (2.1 million) and the most Instagram followers (609,000). For total engagement rate, National Tyre & Autocare reported the highest (58,316). Measuring engagement rate is a great way for brands to see whether their followers are interacting with their content and look for any areas where they can make improvements.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. All brands should be considering accessibility within their website design, even in sectors such as automotive, where the need may not be as readily apparent.

 In the previous audit, Halfords was the brand to watch for accessibility alert, reporting 1,481. This quarter, Halfords has further increased these alerts to 1,521. This brand has raised some concerns for the past couple of quarters, as the increase in these alerts suggests they’re perhaps not aware of how these errors can be detrimental to consumers being able to navigate their website with ease. 

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.