$27
Cost per lead
20
Days to result
305
Leads generated
The situation
Appliance repair searches are extremely high intent but short-lived — the customer picks whoever they reach first. Previous campaigns had visibility but were losing the click to faster competitors.
What we changed
- 01Campaigns segmented by appliance type so ad copy matched the exact search
- 02Bid strategy shifted toward top-of-page position during peak breakdown hours
- 03Call extensions and click-to-call prioritised over form fills
- 04Precision targeting on serviceable postcodes only, cutting out-of-area waste
The outcome
- 305 leads inside 20 days
- Cost per lead of $27 in a category where the client had been paying far more
- Sharp lift in visibility for same-day and emergency repair searches
- Positioned as the default first call in their service area
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