Google Ads for appliance repair company [2024]

The client is a small appliance repair company based in New Orleans, specializing in repairing household appliances such as refrigerators, washing machines, ovens, and dishwashers. With a team of experienced technicians, the client prides itself on providing quick, reliable, and affordable repair services. This is a white-label Google Ads management project for one of the agencies I work with.

Objective

The primary goals were to:

  • Increase website traffic
  • Generate more service bookings
  • Improve overall brand awareness in the local area

Strategy and implementation

Based on the client’s input, we focused on:

  1. Keyword Research: Identifying relevant keywords such as “appliance repair New Orleans,” “refrigerator repair near me,” etc.
  2. Ad Creation: Crafting compelling ad copy that highlighted client’s unique selling points, such as same-day service, experienced technicians, and affordable pricing.
  3. Location Targeting: Ensuring ads were shown to users within the services areas attract local customers.
  4. Ad Assets: Utilizing call asset, callouts, and structured snippets to provide additional information and encourage direct contact.
  5. Budget Management: Allocating a monthly budget of $1,000, with a focus on the most profitable appliance categories (based on client’s service history).

Due to the nature of the industry and given the budget constraints, we launched only Search Ads with manual bidding. But even with a higher budget, I’d still start with Manual CPC, like I did when I was launching Google Ads for a moving company.

One thing that helped maximize our Google Ads campaign performance was having tailored landing pages for every service promoted.

Results

On this project, we use WhatConverts for call tracking, and we also have hidden form fields that automatically get populated with UTM tags (even for untagged sources).

After two months of running the Google Ads campaign, we have achieved the following results:

Service requests14
Calls from ads21
Calls from website23
Ad spend$1,787
Avg. CPA$30.8
Conversion Rate26%

Here is a more detailed view from Google Ads:

We’ve switched from Manual CPC to Target CPA with Maximum Bid Limit, as I mentioned in this post.

Conclusion

This case study shows just how powerful Google Ads can be for driving growth in small, service-based businesses, even with a relatively small budget. In our case, Google Ads is rather an addition to SEO efforts, as organic traffic is still #1 in reports, but Paid Search is always a good addition when done right.