There are 12 strategies for how to market an Appliance Repair business:

Create a website or landing page
Use Google Ads to target searches in your area
Use Google Local Service Ads, AKA Google Guaranteed Leads
Invest in local SEO (and Google Business Profile)
Invest in Organic Social Media
Incentivise Referrals
Direct mail marketing
Buy leads from lead selling companies
Directory websites – Angie’s List, Yelp, HomeAdvisor, eLocal, etc.
Local Radio Ads
Ads in local community newsletters
Track efforts and double down on what works

The fastest and most cost effective way to market an appliance repair business is to use Google Ads to drive local search traffic to a high converting landing page.

Google Ads is the form of PPC for appliance repair that offers the best ROI out of all of them because you have total control:

You can prioritize for the most high ticket and profitable jobs (luxury appliance repairs)
You can block searches for low-ticket jobs or bad leads
Your ads show up only for people looking for an appliance repair company
Your ads show up for people only in your service area
You can track exactly where your budget is going to
You can increase or decrease your spend as required
You control which searches you show for

Google ads perform better than Google Local Search Ads and other forms of online PPC advertising (like Meta Ads) for appliance repair businesses.

On the other hand, the best long term strategy is to invest in local SEO meanwhile you run targeted google ads campaigns. This allows you to get more visibility online at a lower cost in the long run for people ready to hire an appliance repair company. However it will take a long time for SEO to kick in, which is why appliance repair PPC (pay per click) is recommended first.

Offline advertising tactics such as direct mail, participating in community events or placing local radio or newsletter ads are more about building brand awareness than placing your business in front of a customer exactly when they need to repair urgently.

Let’s dive into the details required to make these forms of marketing work

Before you Start

Identify who needs appliances repaired

Identifying your target market ensures your marketing efforts are directed efficiently.

People who need their appliances repaired are:

Homeowners with luxury appliances
Landlords of multi-unit properties
Property managers for high-density living spaces

Homeowners with luxury or aging appliances

Luxury appliances are high ticket items that make it worth spending money on repairing them to extend their lifespan. These are the most profitable jobs you can find.These include brands like Viking, Sub-Zero, Thermador, Bosch, and more.

Landlords and Property Managers

Landlords and Property Managers need reliable service providers to keep their tenants happy. Offering quick, reliable, and cost-efficient repair solutions as well as on call service packages can capture the attention of this audience.

Create a marketing plan

Creating a marketing plan means setting specific and measurable goals as well as allocating budget for your marketing efforts.

To start, define who you want to target and how much you can spend on pay per click advertising which will give you the most accurate targeting and quickest returns.

Once you’ve defined your google ads budget (management fee + ad spend), think if you can invest more money in marketing or if you need more cash flow first.

If you have money to invest, increase your ad spend for quicker returns on investment or start investing in SEO for a more long term and sustainable strategy.

Only when both of those channels are working well we recommend you to consider offline methods, like direct mail and community events, to maximize reach and impact.

1. Create a user-friendly website or landing page

Creating a user-friendly website or at least a landing page is a must for any appliance repair business looking to thrive in the digital age.

A well-designed website or landing page should:

Highlight the area you service
Specify the appliances you repair
Include customer testimonials to build trust.
Be easy to navigate
Mobile-responsive
Optimized for search engines
Include call to action (CTA) buttons
Provide clear contact information

Highlight the area your appliance repair business operates in

Highlighting the area you service on your website ensures that potential customers immediately know whether they are within your operational reach. This helps in attracting relevant inquiries and reducing the chances of miscommunication.

Specify the appliances you repair

Specifying the appliances you repair provides clear information to visitors about the services you offer. This information also helps filter out low ticket jobs you’re not interested in taking.

Include customer testimonials

Including customer testimonials on your site adds a layer of trust and credibility. Positive feedback from previous customers reassures potential clients about the quality of your service, encouraging them to choose your business over others.

PRO TIP: Build a Dedicated Contact Page

A contact page allows you to place an additional link on your google business profile which will help for both conversions and your local SEO efforts.

2. Use Google Ads to target searches in your area

Utilizing Google Ads to target local searches is the best way to market an appliance repair business because of its fast ROI and targeting capabilities.

You can prioritize high ticket jobs (luxury appliance repairs)
Avoid keywords related to low ticket jobs
Show up only for people looking for an appliance repair company
Your ads show up for people only in your service area
You can track exactly where your budget is going to
You can increase or decrease your spend as required

Our experience tells us Google ads for appliance repair performs better than Google Local Search Ads and other forms of online PPC advertising (like Meta Ads) for appliance repair businesses.

The ability to customize your ads based on location, search terms, and other relevant factors makes Google Ads the best for driving targeted traffic to your website and generating more service calls, ensuring that your advertising budget is spent efficiently on leads with a higher likelihood of conversion.

You can run google ads yourself, but you probably won’t get anywhere near the ROI a Appliance Repair PPC agency can get you.

Case studies and statistics:

Fix Appliances & HVAC saw a 487% increase in leads
J & J Appliances saw a 317% increase in leads
Maple Leaf Appliance Repair saw 480% increase in leads

Pro tip: Create Landing Pages to Increase Conversion Rates

Landing pages can dramatically increase your paid traffic conversion rate. When google ads traffic is funneled to high converting landing pages you get more money out of every dollar spent in advertising.

A landing page is especially important when you have an outdated website that isn’t mobile optimized or lacks the conversion elements required to make PPC traffic profitable.

3. Use Google Local Service Ads for leads

Google Local Service Ads allows you to pay per call instead of per click. These ads are placed at the very top of search results and are specifically designed to connect service providers with local customers at the moment they’re searching for related services.

The problem with Local Service Ads is that the lead quality is usually lower than with normal google ads.You also don’t have as much control over which searches you want to show for, or not show for. The ad doesn’t go to a website, so customers can only call.

If you use Local Service Ads, one advantage they have is the ability of verifying your company. It is faster and easier, making it a good DIY option, but not as good long term as Google Search ads.

By verifying and earning the Google Guarantee badge, you increase the chance of getting service calls.

To get the badge:

Ensure all your business documentation is up to date, including licenses and insurance.
Respond promptly to any requests from Google for additional information.
Maintain high service standards to avoid customer complaints that could affect your badge status.

How to set up Google Local Service Ads

Visit the Google Local Services Ads website and select “Get Started.”
Choose your business category (e.g., Appliance Repair) and service area.
Complete the business verification process by providing business details and passing a background check.
Set up your service offerings and budget. This involves selecting the specific services you offer and determining how much you’re willing to pay per lead.
Submit your business for the Google Guarantee, which may require submitting additional documentation and insurance information.

4. Invest in local SEO

Investing in local SEO is important for contractors aiming to dominate local search results and attract more customers from their community. But we suggest you invest in this channel once you’ve got a healthy flow of leads from paid advertising.

Much like PPC, search engine optimization makes your website show up when customers are looking for your service online.

Additionally, optimizing your Google Business Profile makes it easier for potential customers to find and contact you.

Local SEO Strategy Table

Strategy	Description	Implementation Tips	Expected Outcome
Keyword Optimization	Incorporate local keywords like “appliance repair + city” into your website’s content, titles, and meta descriptions.	Research local search terms and integrate them naturally into your site.	Improved visibility in local search results for relevant queries.
Google Reviews	Encourage satisfied customers to leave positive reviews on your Google Business Profile.	Follow up with customers after service completion with a link to review. Respond to all reviews, positive or negative.	Enhanced credibility and higher search ranking.
Google Business Profile Optimization	Ensure your profile is complete and up-to-date, with accurate business information, working hours, and photos of your work.	Regularly update your profile. Use keywords in your business description.	Increased likelihood of appearing in the local pack, leading to more inquiries and bookings.
Local Backlinks	Obtain backlinks from local businesses, newspapers, and community websites.	Engage in community events and local partnerships. Offer to write guest posts for local blogs.	Strengthened local SEO presence and improved search engine rankings.
Mobile Optimization	Ensure your website is mobile-friendly, with fast loading times and easy navigation on smartphones.	Use responsive design and optimize images for quick loading. Test your site on various devices.	Better user experience leading to higher engagement and conversion rates from mobile users.

On Page SEO Tips

Make sure to include your target keyword in your SEO Meta title and Page title as well as in your content. On Page Optimization software can help you find the right terms and frequency required for google to understand what your page is about.

Off Page SEO Tips

Make sure you’ve built citations with your business name, address and phone number (NAP). This allows Google to get confirmation from third party sources that your business operates in a given area, helping you rank in the map pack as well as in local organic searches.

5. Leverage Organic Social Media

Leveraging organic social media helps businesses to stay top of mind and engage directly with their local community.

Platforms like Facebook, Instagram, LinkedIn, and Twitter offer unique opportunities to showcase services, share before-and-after repair photos, and distribute maintenance tips.

Think of organic social media as a branding exercise more than a channel that you can directly attribute sales to.

Some organic social media tips are:

Engaging with local community groups on Facebook
Before-and-after repair photos on Instagram
Networking with real estate professionals on LinkedIn
Instagram stories featuring recent jobs
LinkedIn articles for property managers
Twitter for sharing maintenance tips

Besides sharing your work on your profiles, engaging with local community groups on Facebook that already include your target customers can help in the long run.

Platform	Content Ideas	Posting Schedule	Engagement Tips
Facebook	Before-and-after photos, customer testimonials, maintenance tips	3-4 times per week	Engage with comments within the first hour of posting to boost visibility.
Instagram	Before-and-after photos, stories featuring recent jobs, behind-the-scenes content	Daily posts, 2-3 stories per day	Use relevant hashtags (#ApplianceRepair, #HomeMaintenance) and geotags to reach local audiences.
LinkedIn	Articles on appliance care, networking posts, company updates	2 times per week	Connect and engage with real estate professionals and property managers. Share and comment on industry-related content.
Twitter	Quick tips, service reminders, promotional offers	3-5 times per day	Use hashtags and engage in trending topics to increase visibility. Respond to mentions and direct messages promptly.

6. Utilizing word-of-mouth and referrals

Word-of-mouth and referrals is a powerful strategy but it’s difficult to scale.

By creating a referral program with incentives you have a better chance of actually getting a referral from someone.

Referral strategies

Encourage satisfied customers to share their positive experiences with friends and family.
Offer discount coupons for first-time customers
Become a trusted supplier for local stores

Strategy	Description	Specifics	Expected Outcome
Referral Program with Incentives	Motivate current customers to recommend your services.	Offer a $20 service discount for every successful referral. Referral rewards can be accumulated.	Increase customer base through trusted recommendations.
Discount Coupons for First-Time Customers	Attract new clients by providing immediate value.	Provide a 15% off coupon for first-time service bookings through your website. Mention the offer on social media and in welcome emails.	Enhance customer acquisition and initial satisfaction.
Creative Business Cards	Facilitate word-of-mouth referrals with tangible reminders.	Design business cards with a QR code linking to a special offer page (e.g., 10% off the next repair). Include a catchy slogan.	Encourage sharing of contact information, increasing brand visibility and recall.

7. Engage in direct mail marketing

Direct mail marketing allows you to reach potential customers in a tangible, personal way. However, lots of people don’t like unsolicited mail so keep in mind that this strategy can upset some people.

Some direct mail marketing ideas are:

Send flyers to neighborhoods with homes over 10 years old
Send flyers to high net worth neighborhoods likely to have luxury appliances worth repairing
Distributing magnets with your business’s contact information

8. Buying leads from lead selling companies

Lead selling companies can get you a quick amount of leads, without much effort, and there is a fixed price per lead. However, there are a few issues that commonly come up with these. Some lead sellers sell the leads to multiple companies – so when you call, you are 1 of 10 companies that called the customer. Also, even if the lead is high quality, the customer doesn’t know who you are at all since they didn’t click on an ad and then call you after visiting your website. This means you pretty much have to sell them on being the lowest price and no other factors.

9. Directory Websites like Angie’s List, Yelp, eLocal, Homeadvisor

There are many local directory websites, most of them have a free option you can use to try to get free leads. They also have an upgrade option to get more leads. This involves long-term contracts, extra money, or even paying per lead. Some companies have had good results, but you need to closely watch your cost per lead, lead quality, and how many leads turn into jobs to see if these are worth the extra money.

Consider Offline Promotion

Traditional advertising channels such as local newspapers, radio spots, and community bulletin boards offer an opportunity to connect with potential customers who may not be as active online.

By integrating offline advertising into your marketing mix, you can get the attention of all segments of your target market, maximizing visibility and attracting more customers.

Offline Medium	Description	Cost Considerations	Measuring Impact
Local Newspapers	Place ads in local newspapers that are read by your target demographic.	Cost varies by circulation size and ad placement.	Track inquiries or use a unique offer code to measure response rates.
Radio Spots	Create engaging radio ads to play during peak times.	Depends on the time slot and radio station reach.	Measure call volume or service requests during the campaign period.
Community Bulletin Boards	Post flyers or business cards in community centers, libraries, and stores.	Low-cost; mainly printing expenses.	Difficult to measure directly; look for increases in local inquiries.

11. Place Ads in community newsletters

Placing ads in community newsletters helps you target specific neighborhoods or demographic groups within their service area. Community newsletters often have a loyal readership, offering a trusted platform to advertise your business.

When choosing a newsletter to advertise in consider the following

Criteria	Details
Selecting Newsletters	Consider newsletters for communities with a higher percentage of homeowners.
Demographics & Reach	Look for newsletters that cater to demographics matching your target market, such as homeowners, landlords, or property managers.
Ad Design Tips	Use clear, compelling visuals and concise messaging. Highlight your unique selling points, such as same-day service or a special discount for first-time customers.
Successful Ad Examples	Ads that include a strong call-to-action (CTA), such as “Call now for a 10% discount on your first repair,” tend to perform better. Before-and-after photos can create a strong impact.

12. Track efforts and double down on what works

Whatever form of marketing you’ve decided to implement, don’t forget to track and analyze your efforts.

The goal is to understand the effectiveness of their strategies and make informed decisions on where to allocate more or less budget in future campaigns.

This table shows how you can track different metrics and strategies

Metric/Strategy	Tool/Platform	Key Metrics to Monitor	Tips for Interpretation and Action
Website Traffic Analysis	Google Analytics	– Pageviews – Unique Visitors – Bounce Rate	– High pageviews and unique visitors indicate effective reach – A high bounce rate might suggest content or UX issues
Social Media Engagement	Various Platforms	– Likes – Shares – Comments – Follower Growth	– High engagement rates suggest content resonates with audience – Monitor trends to guide content strategy
ROI Assessments	Internal Reports	– Cost per Acquisition (CPA) – Conversion Rate	– Compare CPA against average customer value to assess profitability – Low conversion rates may indicate targeting or messaging issues
Customer Feedback Analysis	Surveys, Reviews	– Customer Satisfaction Scores – Net Promoter Score (NPS)	– Use feedback to identify service or product improvement areas – High NPS indicates strong customer loyalty

How to Market an Appliance Repair Business