Google Ads · US appliance repair · Local lead gen
166 leads at $89.71 each from Search and LSA
Leads166138 Search, 28 LSA
Blended CPL$89.71across both channels
Conv. rate18.4%of Search clicks
LSA CPL$18.3716 calls, 12 messages
Challenge
A local repair company in a crowded market, up against rivals with far bigger budgets, with no joined up tracking across forms, calls and LSA.
What I did
- Search split by appliance, own pages: 18.4% conv.
- GTM and GA4 tracking on forms and calls
- Launched Local Services Ads: 28 leads at $18.37
- Weekly negative keywords and bid management
| Ad group | Spend | Leads | CPL | Conv. |
|---|---|---|---|---|
| Appliance specialist | $8,257 | 79 | $104.52 | 18.1% |
| Washing machines | $1,973 | 22 | $91.08 | 21.7% |
| Fridges and freezers | $1,681 | 18 | $93.39 | 22.5% |
| Dishwashers | $829 | 7 | $113.06 | 22.2% |
| Commercial | $434 | 8 | $54.25 | 47.1% |
| Microwaves | $297 | 4 | $74.19 | 16.7% |
| All Search | $14,377 | 138 | $104.18 | 18.4% |
| LSA | $514 | 28 | $18.37 | n/a |
Commercial jobs converted at 47% of clicks. All Search includes ad groups that drove no leads.
The proof
Google Ads Search
Both panels cover the same period. Dates blurred. LSA charges per lead, so its cost per lead is spend divided by charged leads.
Local Services Ads
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