David Massey, owner of Preston-based ADS Automotive and Eldon Street Garage, has shared the hard-won lessons he learned and how a smarter website strategy became a critical turning point, resulting in a 50 percent growth in gross profit.
His journey in the independent garage sector is well known, from working with his father, the legendary Frank Massey, to taking the reins of ADS Automotive and becoming one of the most respected diagnostic minds in the industry.
But behind the success story is a deeper tale of hard-won experience, personal struggle, and a bold decision to change course; one that he says has given him his life back.
“When I took over ADS, we were doing everything for everyone,” Massey said. “In 2012, I decided enough was enough and to become an Audi specialist. I wanted to knock the main dealers off their perch and offer the best service money could buy.”
The strategic pivot paid off fast.
“We saw insane growth. Turnover jumped 300%. But with it came pressure, long hours, and a lot of stress,” he admits. “We survived two recessions and the pandemic – but it all came at a cost.”
Massey says his mental health and family life took the brunt. “I was drinking too much, barely present at home, always working. Eventually, I hit a wall. The truth is, the only people who remember you working late are your kids. That was the turning point.”
Determined to build a more balanced life, Massey acquired another business, Eldon Street Garage, to help support his family. Whilst expanding may have seemed counter-productive to some, he had a new approach in mind: sustainable growth, a team-first culture, and smarter systems.
A key part of that strategy was digital marketing. He turned to Jim Lang at Garage Services Online (GSO). “I’ve known Jim a long time. His team created websites for both garages, and honestly, it’s one of the smartest business decisions I’ve made.”
Massey credits the tailor-made websites with stabilising both businesses and setting them up for long-term success. “If you don’t attract the right customer, you’re buying a lot of trouble into your business – and that’s not good for your mental health either.
“The websites changed that. They drive quality leads and bookings for our most profitable services and give us a consistent, steady flow of business. That stability is everything.”
Since the launch of the ADS website in July 2024, the garage has seen a 50% increase in gross profit, a result Massey says is directly linked to attracting the best-fit customers who value service over price.
“The enquiries we get now are from people who already trust us. They’re not shopping around, they’re ready to book.”
He’s also created the kind of working environment he used to dream about. “We finish early on Fridays and don’t work Saturdays. My team’s got a work-life balance, and so do I.
“I’ve stepped away from the front line now. It’s a healthy business, and that’s been made possible by the websites.
“My story is a reminder that growth doesn’t always mean doing more; sometimes it means doing things smarter.
“There’s always going to be pressure in this industry,” he adds, “but the one thing you can change is how you manage it. Make better decisions. And for me, using GSO was exactly that.”