Appliance Repair Business Google Ads Case Study
Hawk Appliances grew repair bookings 350% with smarter Google Ads.
Despite running campaigns, they were struggling to fill their diary.
The ads were attracting visitors, but the wrong kind—people who clicked,
browsed, and left without ever booking a repair.
435
Qualified Enquiries
435
323+
350%
45%
The Client
About Hawk Appliances
Hawk Appliances offers unparalleled appliance repair services in Manchester with Hawk Appliances Limited.
With years of experience, they offer reliable and affordable repairs for various makes and models, backed by a 6-month warranty.
From same or next day service to hassle-free booking online, trust us for professional solutions.
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
Where they were vs
where they needed to go.
Challenges
| Issue | Impact |
|---|---|
| Ineffective past campaigns | Clicks from irrelevant traffic, few bookings |
| High advertising costs | Budget wasted on poor-quality leads |
| Low conversion rate | Site visitors not booking repairs |
| Unstable lead flow | Some days too many leads, others none |
| No targeted keyword strategy | Ads showing for broad, irrelevant searches |
Goals
| Target | Outcome Needed |
|---|---|
| High-intent keyword | targeting Qualified repair enquiries only |
| Smart bidding strategy | Lower cost per conversion |
| Local Service Ads integration | Steady flow of daily leads |
| Continuous optimization | Sustainable long-term growth |
| Location-specific campaigns | Stronger Manchester presence |
Approach
Six moves that turned
ad spend into repair bookings.
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.
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.
Smart Bidding & Campaign Optimization
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.
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.
Optimized 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.
Campaign Review & Ongoing Optimization
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 350% revenue lift —
and a diary full of qualified calls.
435+
323+
350%
45%
Why It Worked
Compounding improvements
across the funnel.
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.
The Impact
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!
