Let's TalkLet's TalkAppliance searches mix homeowners who want a technician today with people looking up error codes, ordering parts, comparing new models and hunting for repair jobs. Google Ads for an appliance repair company has to pay for the first group - and only for the appliances and brands its technicians can actually fix.
We go through the search terms you paid for, the bookings they produced and what became of them, and show how much went on DIY, error codes, parts, new-appliance shopping, brands you do not service and job searches, which campaigns produced completed repairs and what to change first. You get a recorded walkthrough; there is no call to sit through.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'LG washer OE error', 'dryer belt replacement', 'refrigerator water filter' and 'how to reset dishwasher' come from people fixing it themselves or buying parts. 'Appliance technician jobs' comes from people looking for work, and 'best washing machine' from people buying new. Without careful exclusions, these can take a large share of the budget before a homeowner who wants a technician has seen your ad.
Some brands need specialist tools, training or parts access that not every company has. Campaigns that bid on every brand pay for calls you have to turn away, or worse, take on jobs you cannot complete first time. Brand targeting has to match what your technicians can actually fix.
Refrigerator repairs, washer and dryer repairs, oven and range work and commercial kitchen equipment differ in value, urgency and parts. In one campaign, the quickest conversions win the budget whether or not they are the most profitable jobs.
A booking that ends with 'not worth repairing' or a no-show costs the same as one that becomes a paid repair. Accounts that count every booking equally teach Google to find people who book, not people whose machines get fixed.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Appliance keywords attract DIYers, parts buyers, error-code researchers, new-appliance shoppers and job seekers alongside homeowners who want a repair. We build exclusion lists from the search terms you actually pay for, keep them current and send the budget to searches that end in a booked visit.
We agree with you which brands and appliances your technicians can fix first time, and build campaigns only around those. Brand pages show the faults you see most, and ads never claim factory authorisation you do not hold, so the calls you pay for are calls you can complete.
We import completed repairs with their values, and track visits that ended without one, so bidding learns which searches produce paying jobs. Reporting shows cost per completed repair by appliance and brand, which is the number that tells you where to spend.
Recent searches sorted into repairs, DIY, parts, shopping and jobs.
Negative lists built and reviewed monthly.
Campaigns limited to what your technicians service.
Refrigeration, laundry, cooking and dishwasher campaigns.
Service-call fee and availability in ads and pages.
Completed jobs fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Google's current US list of Local Services Ads categories includes appliance repair services. Where available they charge per lead rather than per click and show a Google Verified badge. Compare them with search campaigns on cost per completed repair.
Searches like 'fridge not cooling' or 'washer not draining' come from homeowners with a broken machine right now. Pages that explain likely causes honestly, and offer a booking, convert those searches better than generic ads.
A failing fridge means spoiling food, so refrigeration searches are among the most urgent in the trade. Their own campaign, with same-day availability shown where true, captures them before the customer gives up.
The cheapest bookings in appliance repair often end without a repair. Importing completed jobs with values teaches bidding which searches lead to paid work.
None of our case studies is an appliance repair company. The nearest Google Ads engagement is an auto dealership, where tightly targeted search campaigns produced 1.22M clicks at a 0.90% click-through rate, 627% ROAS and $617K in revenue. The transferable lesson is targeting discipline - paying only for searches from people ready to buy, which in appliance repair means filtering out error-code, parts and shopping traffic first.
Read the full case studyYes, when DIY, parts, shopping and job searches are excluded, campaigns are split by appliance and limited to the brands you service, and bidding learns from completed repairs. Measured that way, search ads can be one of the most dependable sources of direct customers an appliance repair company has.
Error-code lookups and how-to searches, parts and accessories, new-appliance shopping and reviews, brands you do not service and job searches. Review the search terms report monthly, because new models and error codes keep producing fresh variations.
You can target brand-related searches for the brands you genuinely service, and describe your experience with them, but never imply factory authorisation you do not hold. Google has its own trademark policies for ad text, so check how they apply to your ads, and keep claims about your relationship with any manufacturer accurate.
Where space allows, yes, and always on the landing page. Customers worry about paying for a visit that ends with 'not worth fixing'. Stating the fee, what it covers and whether it is credited against the repair reduces hesitation and complaints, and filters out people who would not pay it.
Google's current US list includes appliance repair services, so many companies can, though availability varies by area. They charge per lead rather than per click, and invalid leads are not charged. Compare them with search campaigns on cost per completed repair, not lead price alone.
Yes. A failing fridge means spoiling food, so those searches are urgent and the customer will call whoever can come soonest. A dedicated campaign with same-day or next-day availability shown where true captures them, and keeps urgent refrigeration work from competing with routine laundry repairs for budget.
The appliance and brands you service, common faults you fix, the service-call fee and how it applies, your availability, any registration or certification that applies, genuine reviews and a short form asking appliance, brand, model, symptoms and age.
Import completed repairs as offline conversions, with their values where possible, so bidding learns which searches lead to paid work. Counting every booking equally teaches Google to find people who book, and many bookings end without a repair.
Enough to fill the technician hours you have in the areas you want to grow. Start with your most profitable appliances and brands, judge them on cost per completed repair over a couple of months, then expand into what works. A small, well-targeted account can do well.
Excluding wasted searches and narrowing brands can improve an account within weeks, because appliance repair decisions are quick. Judge changes over a month or two of completed repairs, and watch for seasonal shifts such as cooking appliances before the holidays.
Written for owners weighing this up, whether or not they work with us.
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