About Hawk Appliances Ltd
Hawk Appliances Ltd is a trusted domestic appliance repair service based in Manchester. With years of experience, they provide fast, reliable, and affordable repairs for various household appliances. Customers benefit from a six-month warranty on most repairs, ensuring peace of mind. Their same-day and next-day service makes them a top choice for urgent repairs.
However, they were not generating enough bookings through Google Ads. Their previous campaign was ineffective, attracting irrelevant clicks that did not convert into paying customers.
Challenges & Goals
Before running a new campaign, Hawk Appliances Ltd faced several key challenges:
Ineffective Past Campaigns – Previous ads attracted clicks but few bookings.
High Advertising Costs – Money was spent on irrelevant traffic.
Low Conversion Rate – Many users visited the site but did not book a repair.
Unstable Lead Flow – Some days had too many leads, while others had none.
Objectives
Generate high-intent leads from customers needing appliance repairs.
Reduce wasted ad spend by targeting the right audience.
Lower cost per conversion while increasing bookings.
Create a steady flow of daily repair enquiries.
Our Approach
1. Launching a New Google Ads Campaign
We created an entirely new campaign to:
Target only high-intent keywords.
Improve ad relevance for better click-to-booking rates.
Implement a more cost-effective bidding strategy.
2. Focused Keyword Targeting
To attract qualified customers, we focused only on high-intent keywords, such as:
"Fridge Repairs Near Me"
"Washing Machine Repairs Manchester"
"Oven Repairs Near Me"
These keywords ensured ads were seen by people actively looking for repair services.
3. Smart Bidding & Campaign Optimisation
The campaign launched with a Max Clicks bidding strategy to gather data quickly.
After tracking a significant number of conversions, we switched to Max Conversions with a portfolio bidding strategy, allowing us to:
- Control CPC and CPA for cost-efficient spending.
- Bid higher for valuable leads while reducing spend on lower-quality traffic.
- Increase overall conversion rates while keeping costs low.
4. Introducing Local Service Ads (LSAs)
Alongside Google Ads, we launched Local Service Ads, which:
- Placed us at the very top of Google search results.
- Displayed business ratings, location, and contact details upfront.
- Allowed customers to book directly from the ad, increasing trust and convenience.
- Operated on a pay-per-lead model, reducing wasted ad spend.
By combining Google Ads and Local Service Ads, they improved visibility and captured more high-intent customers.
5. Optimised Ad Copy & Extensions
To improve engagement, they tested different ad headlines and descriptions while adding ad extensions for better performance:
Callout Extensions – Highlighted key selling points:
"Same-Day Repairs Available"
"6-Month Warranty on Repairs"
"Affordable & Reliable Service"
Structured Snippets – Listed repair services:
"Washing Machines"
"Fridges & Freezers"
"Ovens & Dishwashers"
Price Extensions – Displayed starting prices for repairs.
Call Extensions – Enabled direct calls for urgent bookings.
These enhancements ensured ads were clear, informative, and action-driven, leading to more bookings.
6. Campaign Review & Ongoing Optimisation
Regular Campaign Review Meetings ensured continuous improvements.
Adjustments were made based on:
Keyword performance – Removing underperforming terms.
Ad engagement rates – Refining copy for better results.
Lead quality and conversion trends – Tracking which ads brought in paying customers.
Results: A More Profitable & Efficient Campaign
Over 435 high-quality repair enquiries across multiple locations
More than 323 phone call leads from customers needing urgent repairs
Revenue increased by 350 percent, driven by better lead quality
Cost per conversion reduced by 45 percent, making ads more efficient
Stronger local presence, with targeted campaigns improving lead distribution
Why It Worked
A brand-new Google Ads strategy → Eliminated inefficiencies from past campaigns.
Smart bidding adjustments → Lowered costs while improving conversions.
Local Service Ads integration → Increased visibility and trust.
Optimised ad copy & extensions → Improved engagement and bookings.
Continuous tracking & improvements → Ensured long-term success.
Final Thoughts
By launching a new Google Ads campaign and integrating Local Service Ads, Hawk Appliances Ltd transformed their lead generation, securing more repair bookings at a lower cost.
Your success story starts here. Let’s grow your business together—contact Advertronix today!
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