Appliance Repair Google Ads in 7 US Cities: $1.14M Spend, ~$20M Revenue
Niche: high-end residential appliance repair (Sub-Zero, Viking and similar)
Market: Los Angeles, Seattle, Miami, New York, San Diego, San Francisco, San Jose
Channel: Google Ads (Search)
Scope: two brand accounts - Sub-Zero Repair and Viking Repair - live since February 2019
Ad spend: ~$1,140,000
Leads: 6,370 tracked conversions and 7,080 phone calls
Average ticket: $4,000-$5,000 per job
Revenue: ~$18M-$22M
My role: I led the strategy and ran these campaigns with my team of Google Ads marketers - account structure, city-level bidding, keyword and negative keyword management, landing pages and daily budget control.
Average cost per tracked conversion across both accounts: ~$179.
Click-through rate: 3.3% on the Sub-Zero account, 4.1% on Viking.
Market: Los Angeles, Seattle, Miami, New York, San Diego, San Francisco, San Jose
Channel: Google Ads (Search)
Scope: two brand accounts - Sub-Zero Repair and Viking Repair - live since February 2019
Ad spend: ~$1,140,000
Leads: 6,370 tracked conversions and 7,080 phone calls
Average ticket: $4,000-$5,000 per job
Revenue: ~$18M-$22M
My role: I led the strategy and ran these campaigns with my team of Google Ads marketers - account structure, city-level bidding, keyword and negative keyword management, landing pages and daily budget control.
Average cost per tracked conversion across both accounts: ~$179.
Click-through rate: 3.3% on the Sub-Zero account, 4.1% on Viking.
Where Things Stood at the Start
5Star Appliance Repair already had the crews and the reputation for high-end appliance work. What they did not have was a predictable way to fill the schedule in seven very different metros at once - Los Angeles, Seattle, Miami, New York, San Diego, San Francisco and San Jose - on jobs worth $4,000-$5,000 each, where every competitor is chasing exactly the same homeowner.
Seven cities, one budget
Demand, competition and click prices in New York look nothing like San Jose. A single national campaign meant the expensive cities quietly drained the budget of the profitable ones.
Premium jobs, premium clicks
A $4,000-$5,000 Sub-Zero or Viking job is worth fighting for, so every competitor bids on the same narrow set of brand searches. Click prices in these metros are among the highest in home services.
DIY and parts traffic
Appliance searches are full of people looking for a YouTube fix, a spare part or a warranty number. Left unfiltered, they burn budget and never book a technician.
One page for seven markets
A single generic landing page gave a homeowner in Miami no reason to trust a local visit - no city, no local proof, no reason to call today instead of the next result.
What We Did
Two brand accounts, seven cities, six years of iteration.
Here is what actually moved the numbers.
Here is what actually moved the numbers.
Split each account into a separate campaign per city, with its own bids, budget and ad schedule tied to local demand
Shifted ad schedules to the peak booking hours of each metro instead of one national timetable
Concentrated budget on high-intent repair queries - appliance, brand and city - and cut everything informational
Rebuilt negative keyword lists every week to strip out DIY, spare parts and warranty searches
Built city-specific landing pages and A/B tested CTAs, lead forms and layouts against each other
Wrote urgency-driven ad copy and layered on call, location and structured snippet extensions
The Results
Two Google Ads brand accounts, seven US metros, running since February 2019. Spend, conversions and CTR come straight from the accounts - screenshots below. Completed jobs, average ticket and revenue come from the client's own reporting.
- Total ad spend: ~$1,140,000 across both accounts
- 6,370 tracked conversions and 7,080 phone calls
- Average cost per tracked conversion: ~$179
- Average ticket: $4,000-$5,000 per high-end appliance job
- Revenue ~$18M-$22M on roughly 4,500 completed jobs
- Return on ad spend: roughly 16x-19x across six years
Google Ads account 1 - Sub-Zero Repair, all time (Feb 2019 - Feb 2025): $559K ad spend, 4.04K phone calls, 2.87K conversions, 3.29% CTR.
Google Ads account 2 - Viking Repair, all time (Feb 2019 - Feb 2025): $583K ad spend, 3.04K phone call leads, 3.5K conversions, 4.05% CTR.
The Key Insight
Appliance repair is a search-driven business. Nobody browses for a technician - the Sub-Zero stops cooling and the homeowner types the brand, the problem and the city into Google within the hour. That makes Google Ads the right channel, and it also makes it an expensive one: every competitor is bidding on exactly the same moment, because the job behind it is worth $4,000-$5,000.
So the lever was never the bid. It was the structure.
We stopped running 5Star Appliance Repair as one national advertiser and rebuilt both brand accounts city by city. Los Angeles, Seattle, Miami, New York, San Diego, San Francisco and San Jose each got their own campaign, budget, bid logic and ad schedule tied to when people in that time zone actually book. A dollar in San Jose stopped subsidising a dollar in New York, and within a week it was obvious which cities deserved more.
The second lever was subtraction. Appliance search is full of traffic that will never book: how-to videos, spare parts, warranty numbers, manuals. We reworked the negative keyword lists every week and kept the budget on queries that carry real intent - brand, appliance, problem, city. That discipline is what held the click-through rate at 3.3% to 4.1%, which in a category this competitive is the number that tells you the ad matched what the person actually typed.
The third lever was the landing page. One generic page for seven metros gives a homeowner in Miami no reason to trust the visit. City-specific pages with local proof, plus continuous A/B testing on the CTA, the form and the layout, turned the same traffic into more booked jobs without raising a single bid.
What that adds up to: roughly $1,140,000 in ad spend since February 2019, 6,370 tracked conversions and 7,080 phone calls at about $179 per conversion, and in the client's own reporting somewhere between $18M and $22M in revenue at a $4,000-$5,000 average ticket. Sixteen to nineteen times the ad spend.
One honest caveat, and it matters more than the account: at $4,000-$5,000 a job you can afford an expensive click - what you cannot afford is a missed call. The ceiling here was never the bidding. In the client's own reporting the leads that went cold were the ones nobody called back fast enough. Google Ads buys the phone call. The follow-up is what turns it into a $4,000 invoice.
So the lever was never the bid. It was the structure.
We stopped running 5Star Appliance Repair as one national advertiser and rebuilt both brand accounts city by city. Los Angeles, Seattle, Miami, New York, San Diego, San Francisco and San Jose each got their own campaign, budget, bid logic and ad schedule tied to when people in that time zone actually book. A dollar in San Jose stopped subsidising a dollar in New York, and within a week it was obvious which cities deserved more.
The second lever was subtraction. Appliance search is full of traffic that will never book: how-to videos, spare parts, warranty numbers, manuals. We reworked the negative keyword lists every week and kept the budget on queries that carry real intent - brand, appliance, problem, city. That discipline is what held the click-through rate at 3.3% to 4.1%, which in a category this competitive is the number that tells you the ad matched what the person actually typed.
The third lever was the landing page. One generic page for seven metros gives a homeowner in Miami no reason to trust the visit. City-specific pages with local proof, plus continuous A/B testing on the CTA, the form and the layout, turned the same traffic into more booked jobs without raising a single bid.
What that adds up to: roughly $1,140,000 in ad spend since February 2019, 6,370 tracked conversions and 7,080 phone calls at about $179 per conversion, and in the client's own reporting somewhere between $18M and $22M in revenue at a $4,000-$5,000 average ticket. Sixteen to nineteen times the ad spend.
One honest caveat, and it matters more than the account: at $4,000-$5,000 a job you can afford an expensive click - what you cannot afford is a missed call. The ceiling here was never the bidding. In the client's own reporting the leads that went cold were the ones nobody called back fast enough. Google Ads buys the phone call. The follow-up is what turns it into a $4,000 invoice.
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