Homes Appliance Repair — 121 leads a month at $7.50

Project overview

Appliance repair is one of the most brutal local-services auctions in the US: emergency intent, aggressive aggregators, and lead prices that routinely climb past $25–50. A local repair company needed a steady, affordable flow of calls and booked jobs — without the aggregator tax.

What we did

• Structured search campaigns around appliance + problem queries (“washer won’t drain”, “fridge not cooling”) instead of broad “appliance repair” bidding
• Tight geo-targeting around the actual service area — no budget burned on ZIP codes the techs don’t reach
• Negative-keyword discipline: DIY queries, spare-parts searches and brand-warranty traffic filtered out weekly
• Calls and form submissions tracked as separate conversion actions, so bidding optimizes toward real booked jobs

The result — last 30 days

121 leads from a $908 budget — $7.50 per lead, with 1,030 clicks converting at 11.7%. In a niche where aggregators resell leads at three to five times that price, the account pays for itself many times over each month.