Local Service Ads (LSA), a.k.a. Google Guaranteed, has increasingly gained popularity in the home service industry as a viable advertising and lead generation strategy. Unfortunately for many contractors, competition has spiked over the past 12 months. Certain industries are witnessing a decline in lead volume because the market is becoming saturated and Google is displaying ads a lower percentage of the time.
Despite the fierce competition, there are still many service industries that can thrive using LSA as a primary lead source. For example, the team at 99 Calls is seeing remarkable success for appliance repair contractors. One of the key factors contributing to the success of appliance repair contractors with LSA is the immediate need and urgency often associated with appliance issues. Homeowners facing problems with essential appliances such as refrigerators, washing machines, or ovens typically seek prompt and reliable solutions. LSAs provide a convenient and trusted platform for customers who are actively searching for immediate assistance.
Below are four case studies showcasing appliance repair companies and the success they have found when hiring 99 Calls to manage their Google Guaranteed campaigns.
Circuit Appliance Repair LLC
Circuit Appliance Repair LLC, an appliance repair contractor in Stockbridge, GA, signed up with 99 Calls’ LSA services at the end of July 2023. All of the verification items on their LSA were completed by the beginning of August 2023. To date, Circuit Appliance Repair has received 200 leads with a total spend of $5292.88, yielding an average cost of $26.46 per lead. Although customers enjoy $9.99 leads using 99 Calls’ organic lead generation service, the lead volume is not as robust.
Your Appliance Pro
Your Appliance Pro from Columbus, OH came to us with an already set up LSA in December 2023. All of their verification items were completed on December 1, 2023, which is when they began receiving leads. Since Dec 1, 2023, they have received 142 leads with a total spend of $2684.44, costing them an average of $18.90 per lead.
Appliance Repair Center
Appliance Repair Center from Norton, MA, is a client with different circumstances. 99 Calls set up their LSA in 2022. In May of 2023, they decided to cancel services and try another company for their lead generation. Just three months later, in October of 2023, Appliance Repair Center returned to 99 Calls because they were disappointed with the other lead company’s results.
Before Appliance Repair Center parted ways with 99 Calls, their LSA produced 542 leads at a total spend of $13,542.03, resulting in a per lead cost of $24.99. Since their return to 99 Calls, Appliance Repair Center has received 566 leads at a spend of $16,400, resulting in an average per-lead cost of $28.98. This price difference highlights the trend we have been seeing nationwide in lead costs, due to the increase in competition. They report that their ROI is still excellent, and they continue to benefit from the campaign.
During this time, Appliance Repair Center is also running a Google Ads campaign, which has produced 327 leads at a total spend of $5720, resulting in a per-lead cost of $17.49. Both Google Ads and LSA are excellent lead generation options. In this case, the volume is a bit lower with the PPC campaign, but the price per lead is lower.
Appliance Care Pros
Appliance Care Pros from Cooksville, MD, signed up for LSA services in November of 2023. They began receiving leads via LSA on Dec 18, 2023, though the background check had not been processed until Jan 17, 2023. Since mid-December, Appliance Care Pros has received 295 leads with a total spend of $9171.26, averaging $31.09 per lead.
In addition to running an LSA campaign, Appliance Care Pros has also utilized 99 Calls for organic lead generation and Google Ads. Their Google Ads campaign has also been successful, but this company wanted to scale faster. Their Google Ads leads averaged $43 with an average lead volume per month of 20.8 leads, vs their LSA campaign yields 163 leads per month. Thrilled with the results, Appliance Care Pros has said that LSA was an absolute game-changer with a lower cost per lead and a significantly greater lead volume.
What does this mean? If you are aiming for business growth and have the bandwidth to fulfill the influx of leads, then LSA is a lead channel you’ll want to explore. For these four contractors, it produces a far greater lead volume at a reduced cost.
Conclusion and Implications
These success stories illustrate how appliance repair contractors can thrive in a competitive online market through LSA. The immediate nature of appliance services creates a high demand for quick and reliable services, making LSAs an ideal marketing platform for reaching customers in urgent need. Because companies that advertise using LSAs must be vetted by producing valid insurance documents and undergoing background checks, consumers have come to value the green “Google Guaranteed” check as a trusted local contractor.
In this evolving world of SEO, it is even more important to adapt marketing strategies to the specific needs and demands of the industry. With LSA, appliance repair contractors can tap into the urgent needs of consumers by connecting with homeowners immediately. Through an optimized profile and by leveraging LSAs effectively, contractors can not only survive in a competitive market but also succeed through a consistently high lead volume at affordable costs. As the home service industry evolves, embracing innovative and targeted approaches, such as Local Service Ads, will continue to be crucial for sustained success.