S & E APPLIANCE REPAIRS

RESULTS

+26%

conversion rate

-15%

lower cost per lead

client doubled budget after just 3 weeks

PPC/PAID SEARCH CASE STUDY

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Home Appliance Repair

Known as the “best home appliance repair service” in Washington DC and surrounding areas, S&E Appliance Repairs pride themselves on being there when needed most, and always ensuring that projects are completed with scrupulous attention to detail, minimal disruption, and on time. Their highly trained technicians bring years of experience across                                                                                               all major appliance brands to every job.

THE CHALLENGE

Despite a loyal local following and fully developed website, S&E’s existing paid search campaign response was minimal. When they approached National Positions, we quickly diagnosed the key problem—the client’s homepage listed multiple location phone numbers, which served to block PPC tracking. In PPC terms, only one phone number can be tracked at a time, so many responses were blocked or uncounted. This led to a full analysis of the landing page, and the development of a powerful new strategy.

OUR STRATEGY

In line with S&E Appliance Repairs’ goal to boost higher-paying repair jobs, we developed a new landing page with just the right keyword density and in full compliance with Google best practices for conversion. We enhanced brand authority by showing logos for all major appliance brands serviced. Added to that we ensured properly placed CTA (above the fold), plus clearly outlined key features and benefits, and strategically informed paid search, including keyword research, ad extensions, and original ad copy.

THE RESULTS

After just 3 weeks, the client was smiling—as he doubled the campaign budget to generate even more improvement. Over a 3-month run, results exceeded company benchmarks, yielding an impressive 26% conversion rate, with 1 in 4 conversions clicking through to become valued leads. All this was achieved with a 15% lower cost per lead. Currently, the client is enjoying continued growth despite the intense competition in this high-density, major metro area.

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