Three options. Only one actually works for your business.
Tyrepower and Bob Jane commoditised the cheap tyre. The wheel-and-tyre combo is where you actually make margin.
A wheel and tyre shop competes with three different things at once. The first is the national tyre chains: Tyrepower, Bridgestone, Tyremaster, Goodyear, Bob Jane T-Marts, Hi-Q. They outspend every independent ten-to-one on 'cheap tyres [suburb]' and own the broad-tyre auction. The second is the auto-repair chains that also fit tyres on the side. The third is the structural opening: nobody is properly selling the wheel-and-tyre combo upgrade. The customer who walks in for a set of Toyos for the Hilux would happily spend another $1,500-$3,000 on a set of Black Rhino Armory alloys to match, but only if someone shows them the package, prices it as a combo, lifts the suspension to clear the new wheel-and-tyre size, fits a proper TPMS, and gives them a four-wheel alignment after. Per-job the combo pays four-to-six-times the standalone tyre fit, locks in the higher-margin specialty work, and is where every independent with a Hunter Hawkeye alignment bay should be pulling the business. Most shops never write the wheel-and-tyre combo page, never run the alloy-brand specialty pages, never quote the lift-and-clear package, and leave the $5K-$25K 4WD touring tyre-and-wheel job to the next-door 4WD specialist.
Good wheel and tyre shop marketing is three things, in this order: a wheel-brand specialty page library for every alloy line you stock (Enkei, BBS, ROH, Black Rhino, American Racing, KMC, Method, Fuel, Niche, Konig) with the size range, the load-and-speed-rating compatibility per common vehicle, the PCD and offset specs, the per-wheel fitted price and the recommended tyre pairing; a wheel-and-tyre combo-package page library that turns the standalone tyre fit into an upgrade combo (BFGoodrich KO2 + Black Rhino Armory + lift-and-clear-and-align bundle for the Hilux, Michelin Pilot Sport 5 + Enkei RPF1 + 4WA bundle for the M3, Mickey Thompson Baja Boss + Fuel D633 + body-clearance bundle for the Ranger), with a $1,500-$5K combo price band that beats the chains; and a 4WD-touring tyre-and-wheel-and-lift showcase that pitches the full Hema-ready build with the AS 4986 / AS 4987 / AS 4988 / AS 4989 / AS 4990 standard compliance named, the per-vehicle-package price ($5K-$25K) and the customer split (Hilux, Ranger, Triton, Patrol, LandCruiser). Get the brand pages, the combo packages and the 4WD showcase right and you stop fighting Bob Jane on a tyre price you were never going to win anyway.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the higher-margin combo and 4WD touring work the tyre chains under-sell. Briefs the other agents so the wheel-brand specialty library, the combo-package pages, the 4WD touring showcase, the long-tail Google Ads and the Google Business Profile all pull customers toward the $1,500-$5K combo and the $5K-$25K touring builds instead of the $400 standalone tyre fit.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships a wheel-brand specialty page for every alloy line you stock (Enkei, BBS, ROH, Black Rhino, American Racing, KMC, Method, Fuel, Niche, Konig) plus a combo-package page for every common vehicle fitment (Hilux, Ranger, Triton, Patrol, LandCruiser, BT-50, M3, A4, 3-Series). Each with the right PCD and offset specs, the standard $150-$500 tyre / $400-$1,500 alloy / $1,500-$5K combo / $5K-$25K 4WD touring price bands, the AS 4986-4990 compliance and TyreShop schema.
Goes through your live site for the things that actually move rankings on long-tail wheel queries: 'Black Rhino [vehicle] [suburb]', 'Enkei RPF1 [suburb]', '4WD touring wheel-and-tyre package [suburb]' optimisation, TyreShop schema (not generic auto parts), and a Google Business Profile reconfigured from 'Auto Parts Store' to 'Tire Shop' with Wheel and Tyre Industry Council member attributes and every service category ticked. Auto-applies the low-risk fixes.
Launches Google Ads on the long-tail wheel-brand queries Tyrepower and Bob Jane skip: '[wheel brand] [vehicle] [suburb]', '4WD touring tyre-and-wheel package [suburb]', 'wheel-and-tyre combo [suburb]', 'lift-and-clear [vehicle] [suburb]'. Excludes the broad 'cheap tyres [suburb]' terms where the chains outspend you ten-to-one. Switches Meta on for 4WD touring clubs and classic-car content.
Turns every wheel-and-tyre fit into a post in your real accounts: the BFGoodrich KO2 + Black Rhino Armory on the Hilux, the Pilot Sport 5 + Enkei RPF1 on the M3, the Mickey Thompson Baja Boss + Fuel D633 on the Ranger, the classic-car wheel restoration on a Holden HQ. Builds the 'Wheel and Tyre Industry Council member, AAMA accredited, Hunter Hawkeye alignment, owner on the rack' signal that wins the 4WD touring and prestige customer. You upload one rack-and-fender photo per job, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they spend $5K on the build: 'best 4WD touring wheel-and-tyre package for the Hilux SR5', 'do I need a lift to fit 33s on the Ranger', 'how to choose the right offset for the Patrol Y62', 'BFGoodrich KO2 vs Mickey Thompson Baja Boss for the High Country'. Two drafts a month, in your voice, that pull in the careful touring buyer weeks before they commit.
Your first 30 days.
- Wheel and Tyre Industry Council, AAMA and MTAA member badges surfaced above the fold with AS 4986-4990 named
- Wheel-brand specialty pages live for Enkei, BBS, ROH, Black Rhino, American Racing, KMC, Method, Fuel, Niche and Konig
- Combo-package pages live across Hilux, Ranger, Triton, Patrol, LandCruiser, BT-50, M3 and A4 fitments
- 4WD touring package showcase page live with $5K-$25K Hema-ready build
- Classic-car and vintage wheel restoration service page live with $5K-$15K price band
- Google Business Profile flipped from 'Auto Parts Store' to 'Tire Shop' with all 25 categories ticked
- Long-tail wheel-and-tyre combo Google Ads live with broad 'cheap tyres' terms excluded
- First fortnight of rack-and-fender captions queued from photos you sent Sam
A wheel and tyre shop that fights Tyrepower and Bob Jane on 'cheap tyres [suburb]' loses, every time. A shop that sells the Black Rhino + KO2 combo on the Hilux, the Enkei RPF1 + Pilot Sport 5 on the M3, the Mickey Thompson + Fuel D633 + lift kit on the Ranger, and the classic-car wheel restoration on the Holden HQ, runs at the margin that justifies a Hunter Hawkeye and an alignment bay with the lights on. The only thing standing between you and that book is whether the touring customer can find your BFGoodrich + Black Rhino package page when they Google it.
Agencies are too dear to actually run the wheel-brand specialty library and the 4WD touring showcase for $3.5k a month. Tools are cheap but you tune the bids on Sunday and the combo-package page never gets written. In-House is the third option: for $299 a month the agents ship the pages, launch the long-tail ads, post the rack work, and keep your Google Business profile beating the tyre chains. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting Bob Jane sell the cheapest tyre on a customer who would have paid for the full touring package.