In this case study, we’ll share our experience on how to bring the first client to a customer just two days after launching a Google Ads campaign.
Google Ads
Service
Repair of appliances
Business field
USA
Location
Client
The service Repairsameday fixes large home appliances, mainly washing machines and dishwashers, refrigerators, and air conditioners. It attracts customers with its superfast service — promising to arrive and complete repairs on the same day the request is made. The client’s website includes a feedback form and information about the types of services, costs, and approximate duration of repairs.
The client approached us at the start of launching their own business. They created a landing page and decided to engage in contextual advertising. They were looking for a competent contractor with experience specifically in the American market within their service area. We happened to have a similar case, but for Canada.
Goals:
✓ launch of the website;
✓ increase in applications.
Tasks:
✓ set up contextual advertising;
✓ reduce the price of the application;
✓ increase conversion.
Results
from 7% to 16%
Conversion growth
in two days
First client
Where did we start?
At the start, the client practically didn’t have a website. There was a landing page in the approval stage on a test domain. The client sent us examples of other sites for reference and a rough brief for the content. Based on this information, we made an estimate for setting up and managing the advertising.
The client was also concerned about the optimal distribution of the advertising budget, especially whether paying $ 2 per click was too expensive. We explained our perspective to him using our previous experience as an example.
For example, there are keywords for washing machines across the state of California. At a cost per click of $ 1, you could theoretically get a thousand clicks (with a budget of $ 1000). The approximate conversion could be 3% (30 per month, once Google gains momentum). Additionally, Google might take the first few weeks or even a month or two to learn.
Work plan
Fix errors on the website
The buttons and other info blocks worked great; we just needed to fix some technical issues. From experience, we knew: rushing to launch the site without making these adjustments could lead to wasted time and money.
Run PPC
We focused on search ads and remarketing.
Website revisions
Before launching the advertising, we sent the client’s developers several technical tasks for website optimization.
- For instance, connect the website to the domain. Also, set up Google Analytics and Tag Manager. We created an advertising account for the client. As a bonus for the partnership, Google gave us an additional $ 150.
We work exclusively with client accounts. Usually, we ask for access to Google Analytics and Tag Manager. If they are not set up, we create the accounts ourselves and provide admin access.
- We pointed out an error in the contact information to the client: the website listed New York, although in reality, they operate in a small town in Oregon. We changed the name, but the geographical data was still loading incorrectly. We helped check and correctly configure the map.
- We adjusted the display of certificates in Excel; in the test version, they kept dropping off.
- We helped set up and check Gmail on the new domain. Due to the association with the .info zone, there were problems with email delivery. We recommended connecting G Suite to ensure all client applications were received.
Google Ads Setup
The logic of the advertising campaign was decided to be built on the following principle:
Step 1 →
We divided all the types of equipment that the client could potentially repair into categories.
Step 2 →
We identified the options with the highest demand.
Step 3
We gave the client a list to choose from.
From experience, we already knew that Google might partially block ads in the customer’s service area (often blocking accounts of uncertified professionals). Therefore, in the ads, we avoided using keywords that might not pass moderation. Specifically, instead of “repair” we used “fix”.
The client received their first application two days after launching the ad. They were pleased, although it required traveling to another city. Despite the distance settings restrictions, Google still showed their service in the search results for key queries.
In total, there were seven search campaigns for different keywords: “refrigerator“, “dishwasher“, “dryer“, “washer“, “stove“, “cooktop” (including variations with “fix“, “near me” and other synonyms). Plans also included testing a general high-volume group “appliance repair”.
Remarketing
As clicks increased, we added remarketing. We opted for a universal approach because the client only had a landing page with a few blocks and limited regional coverage.
We already had experience in a similar service area, so we provided the client with several recommendations in advance.
recommendation #1
Create more landing pages
On additional landing pages, you can place more keywords and reduce the cost of advertising thanks to better conversion, high-quality keywords, and a targeted page.
Tip: Google considers the quality of the landing page, which should contain at least five keywords. For example, if you run an ad for “refrigerator repair” and the word “fix” isn’t on the page, you’ll have to overpay. A large description with keywords at the bottom of the page can help reduce the cost.
recommendation #2
Expand the landing page with a blog
In the service sector, customers often search for specific error codes when their appliances break down. For example, instead of searching for “washer repair” when their washing machine is broken, people look for “F05” (which means a drainage error) + “fix”.
We suggested writing blog articles. For example, an article about common error codes and their solutions will increase traffic. Someone who can’t fix the problem on their own will seek qualified help. And an article listing more complex damage options will finally convince the reader: it’s easier to leave a repair request right away and not waste time.
recommendation #3
Use long keywords
Often, people search for services not for repairing the entire refrigerator, but only for refrigerator door repairs. That’s why it’s important to use not only surface-level keywords but also dig deeper — to look for good long-tail keywords.
MindMap for Advertising
Create a detailed MindMap of all the main categories of Appliances:
- Refrigerator
- Washer
- DishWasher
- Stove
- Dryer
- Wine fridge
Example of a map made for washing machines:
Each node was additionally uploaded to a Google Spreadsheet to capture all the key words. For example, just for washing machine repair by brand, there were over 90 keywords.
How did the Google Ads work
Results
Over three months of working with the client, we:
Reduced the cost per leads from $ 16.71 to $ 5.27
We improved the conversion rate from 7% to 16%.
Now the advertising has been suspended. The client decided to move to another state. We helped him calculate which region could potentially have the highest demand for his services.
