Client Overview
This business provides on-site appliance repair across key Canadian service zones. Core services include refrigerator, washer, dryer, oven, and dishwasher repair with same-day support priority. The main revenue comes from urgent household repair calls, so lead quality and response speed matter more than raw lead volume.
Challenge
Earlier campaigns were broad and mixed multiple appliance intents in the same ad groups. Search terms pulled low-commercial and DIY traffic, increasing wasted spend. Call quality was inconsistent, and teams received too many low-intent enquiries that did not convert into service bookings.
Goals
- Increase urgent and booking-ready phone enquiries
- Reduce low-intent clicks from DIY and research queries
- Improve budget control by appliance and fault category
- Stabilize weekly lead quality for field service planning
Strategy and Solution
- Rebuilt campaign structure by appliance type and repair intent
- Used tighter match-type control with intent-based keyword mapping
- Aligned ad copy to urgency signals like same-day and emergency service
- Added call-focused assets with better schedule and device controls
- Improved conversion tracking to separate qualified calls from weak leads
Key Outcomes
- Higher share of urgent, ready-to-book repair calls
- Stronger call conversion from appliance-specific ad groups
- Lower wasted spend after strict negative keyword cleanup
- Improved lead intent by filtering DIY and low-commercial queries
Execution Process
- Re-structured campaigns by appliance type and fault intent
- Mapped ad copy to urgency terms like same-day and emergency repair
- Implemented call-focused assets and clean conversion tracking setup
- Applied schedule and device bid controls for peak-response windows
- Ran weekly search-term reviews and negative keyword expansion
- Optimized toward qualified calls, not just raw lead volume
Key Takeaways
For appliance repair, intent clarity is the growth lever. When campaigns are structured by appliance + urgency + location, lead quality improves quickly. Weekly search-term hygiene and call-quality review are essential to keep CPL healthy without sacrificing conversion intent.