The Client
Easy Fix Appliance is a luxury appliance repair company in the San Mateo Bay Area; we ran their Google Ads from January 2025 to September 2026 and grew real leads from 19 a month to 274. They repair premium brands, including Sub-Zero, Wolf, Viking, Thermador, Bosch and GE Monogram, across San Mateo, Palo Alto, San Francisco and the wider Bay Area, with same-day service.
19 leads in June 2025. 274 in July 2026.
The Challenge
- High-value customers, crowded searches. A broken Sub-Zero is worth a premium repair, and every appliance company in the Bay Area bids on it.
- Budget brands dilute the budget. Searches for cheap repairs, parts, used appliances and small countertop appliances attract clicks that never become jobs.
- Tracking that counted taps. In early 2025 the account mostly tracked taps on the phone button, which say nothing about real calls.
- Premium positioning. Ads had to speak to owners of luxury kitchens, not bargain hunters.
What We Built
1. Real Call Tracking First
We replaced button-tap tracking with calls from ads, then added calls from the website and an intake form. From June 2025 the account counted only real conversations and inquiries.
2. High-End and General Campaigns
We split Search into a high-end campaign for premium brands and a general repair campaign, each with its own budget and ads, plus exact-match versions and a brand campaign.
3. Performance Max
A Performance Max campaign launched in July 2025 and became one of the largest sources of leads in the account.
4. Local Services Ads and Closed-Job Feedback
In June 2026 we added Local Services Ads, and started sending qualified and closed jobs back into Google Ads so bidding learns which leads become paying customers.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed daily through our proprietary Ad Campaign Concierge™ system: negatives for budget brands, parts and DIY searches, bid and budget adjustments, and continuous A/B tests on bidding and match types.
The Results
Every Lead
1,557 calls and forms from January 2025 to September 2026: 1,234 calls from ads, 102 calls from the website, 91 intake forms and 130 Local Services leads.
- 2025: 530 leads, almost all from June onward, once real call tracking was in place
- 2026 (January to September): 1,027 leads, already almost twice all of 2025
- Leads a month: from 19 in June 2025 to 121 in November 2025, then 225 in June and 274 in July 2026
Same Three Months, One Year Apart
From June to August 2025 the account produced 110 real leads. In the same three months of 2026 it produced 653, almost six times as many.
What Improved
| Metric | When we started | Latest | Change |
|---|---|---|---|
| Real leads a month | 37 (Jun to Aug 2025) | 218 (Jun to Aug 2026) | 5.9x |
| Cost per lead | $152 (Jun to Aug 2025) | $85 (Jun to Aug 2026) | 44% lower |
| Conversion rate (leads per click) | 2.4% (Jun to Aug 2025) | 14.7% (Jun to Aug 2026) | 6x |
| Cost per click | $22.15 (Jan to Mar 2025) | $12.48 (Jun to Aug 2026) | 44% lower |
| Click-through rate | 2.8% (Jan to Mar 2025) | 4.0% (Jun to Aug 2026) | up 45% |
| Clicks a month | 100 (Jan to Mar 2025) | 1,484 (Jun to Aug 2026) | 15x |
Lead and cost-per-lead windows start in June 2025, the first month with real call tracking. Click windows start with our first three months.
Key Takeaways
- Fix tracking before scaling. Counting taps hid what was working. Real call tracking made growth possible.
- Google Ads for appliance repair pays when it targets the right brands. Separating high-end from general repair kept the budget on the jobs worth the most, and clicks got cheaper as the ads got more relevant.
- Feed results back to Google. Sending qualified and closed jobs back into the account teaches bidding what a good lead looks like.
- Add channels once the core works. Local Services Ads added 130 leads in four months on top of Search and Performance Max.
Frequently Asked Questions
How much should an appliance repair company spend on Google Ads?
Easy Fix Appliance started at about $2,700 a month in January 2025 and ran at $10,000 to $13,000 a month from October 2025 to May 2026. In June and July 2026 it spent about $18,750 and $21,000 and produced 225 and 274 real leads.
What does an appliance repair lead cost on Google Ads?
In the first three months with full call tracking (June to August 2025) a lead cost $152. In the same three months of 2026 it cost $85, for high-end repairs on brands like Sub-Zero, Wolf and Viking.
How long does Google Ads take to work for appliance repair?
Once real call tracking was in place in June 2025, the account went from 19 leads that month to 106 in October and 121 in November 2025. It reached 225 in June 2026 and 274 in July 2026.
Should an appliance repair company run Local Services Ads next to Search?
Easy Fix added Local Services Ads in June 2026. From June to September they produced 130 leads (91 calls, 32 messages and 7 bookings) on top of Search and Performance Max.
About This Campaign
This account was managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation.
Industry: Home Services: Appliance Repair Platforms: Google Ads (Search, Performance Max, Local Services Ads) Location: San Mateo Bay Area, CA Account Duration: January 2025 to September 2026
Leads are calls from ads, calls from the website, intake-form submissions and Local Services calls, messages and bookings as tracked in Google Ads, from January 2025 to September 29, 2026. Phone-button taps and Google lead-form submissions from the ads are excluded; from February to May 2025 the account tracked only button taps, so no leads are counted for those months. Amounts in US dollars.