Google Ads for appliance repair, one ad group per appliance

An ad group per appliance

A person who types washing machine repair wants a washing machine page. If the ad sends them to a general repairs page, many will leave and look for another.

We build an ad group for each appliance you repair. On the Wollongong Service Company account, there are nine, each with brand and town keywords and each landing on its own repair page. The ads say what you repair, where, and how to book. A reader sees their machine named in the headline, and the page confirms it.

Brand names and what you can claim

Brand is a large part of the search. People type the maker with the appliance and often a fault code. Using brand names in ads helps, but it comes with a duty to be accurate.

We name a brand in an ad only for work you do. Authorised repairer is a claim we make only for brands where you hold the status. Wollongong's ads say authorised repairer for sixteen brands, with genuine parts and warranty repairs. The business also repairs a brand it is not authorised for, and that brand's ad does not make the claim.

Cleaning up what Google counts

Google Ads counts conversions its own way. On the Wollongong account, it had been counting about ten times more conversions than there were enquiries, so bidding was learning from noise.

We rebuilt the goals so bidding follows booking forms and phone taps. Calls from the ad, taps on the number and forms sent are separate conversions. Google's engagement actions stay out. The form asks for a name, a phone number or email, and a comment about the fault.

Wasted clicks

Appliance searches attract people who cannot be your customers. Some want a competitor by name. Some want a service you do not offer. Others want a do it yourself guide.

We read the search terms every week. The Wollongong account now has over a hundred negative keywords for competitor names, services it does not offer and DIY searches. Parts searches stay, because the business sells parts. A negative list works best when it reflects the real business, and this is why we do not copy one across accounts. Our post on negative keywords for local service accounts explains the method.

Seasons within a steady trade

Appliance repair is steady through the year, with small bumps. Oven faults rise before Christmas and fridge faults rise in summer heat. We adjust budgets between ad groups at those times and put a little more behind the appliance that is failing most, then move it back.

Service area, not the whole state

Ads should reach people you can attend. We limit them to the service area and widen only when the team confirms they will travel. On the Wollongong account, the area now reaches Nowra and the Southern Highlands, because the team covers them. Showing ads beyond your range pays for clicks you cannot serve.

Repair or replace on the landing page

Some clickers are deciding whether to fix or buy new. The landing page helps them by saying what a typical visit involves, what it covers and what you charge to attend. A visitor who knows the first step is easy to book. One who is guessing leaves. We keep that information near the top, above the form, so the decision takes seconds.

Hours

A broken fridge is annoying, not an emergency. Many appliance buyers are happy to book at night and be called in the morning. That makes all hours ads worth testing, which is not true for every trade.

We test it. We run the ads through the evening, watch whether booking forms arrive and turn into jobs, and keep the hours that earn their cost. A daily check of spend, search terms and enquiries keeps it honest.

What the account has shown so far

Wollongong Service Company's Ads were rebuilt from October 2026. Over the last two weeks about six in ten of the enquiries on the site came from ad visitors. This is a short window and a single account. We tell you so because it tells you what we measure, not what you will get.

Your account and your spend

You create the Google Ads account and add your own card. You pay Google directly for every click, and we never hold your payment details. Our fee covers managing the account, month to month, and cancels on 30 days notice.

Each month you get a short report with spend, clicks, enquiries and cost per enquiry, plus the changes we made and why.