Case Study: Mitchell Appliance Repair Local Service Ads

At Kinetic Greenhouse, we specialize in helping local small businesses maximize their marketing through tailored solutions. One of our recent successes was with Mitchell Appliance Repair, a family-owned and operated business with over 20 years of experience serving the Billings community.

Owner David Pulis came to me with a clear challenge: He had previously invested in Google Search Ads but saw little return beyond website traffic. With a skilled team to keep busy and revenue goals to meet, he needed a more cost-effective way to generate qualified leads. 

I empathized with David’s situation, working for a small business for the majority of my career taught me a lot about the grit you need to keep things running smoothly even in lean times. I wanted to do what I could to support his business and keep it going for another twenty-plus years. So I brought his predicament to our digital marketing team and we worked together to build a new plan. 

Leveraging our expertise in Google Ads strategy, we recommended shifting a portion of his budget to Local Services Ads (LSAs)—a performance-driven model where businesses only pay for verified customer leads rather than clicks.

Opportunity

Mitchell Appliance Repair sought to increase their number of inbound leads while keeping the ad spend budget the same, if not lower. The challenge was to improve lead quality and maximize conversions without increasing costs.

As a trusted service provider with decades of experience, Mitchell Appliance Repair was well-positioned to benefit from Google’s Local Services Ads and Google Guaranteed certification, which prioritize reputable, high-quality businesses.

What We Did

1. Launched Local Services Ads

With Google’s pay-per-lead structure, we quickly set up and optimized Mitchell Appliance Repair’s LSA account and conducted data-driven keyword research to target high-intent local searches.

2. Earned Google Guaranteed Certification

To enhance trust and credibility, we guided Mitchell Appliance Repair through Google’s rigorous verification and background check process, securing the Google Guaranteed badge. This certification reassures customers that Google backs the business if service expectations aren’t met.

3. Optimized Ad Content for Maximum Conversions

We improved ad performance by:

• Adding high-quality images to create a visually engaging and trustworthy presence.
• Encouraging more customer reviews to strengthen social proof and credibility.
• Refining keyword targeting to focus on searches most likely to convert into paying customers.

Results

35% Increase in Qualified Call Leads – More high-intent customers reached out, resulting in increased service bookings.

Lower Cost Per Conversion – Within six months, Mitchell Appliance Repair saw a measurable decrease in cost per lead, improving overall return on ad spend (ROAS).

Increased Website Traffic & Brand Visibility – Organic and paid search traffic grew year-over-year, especially in the two quarters post-launch.

Insights

Trust & Authority Matter – The Google Guaranteed badge played a significant role in attracting first-time customers, giving them confidence in Mitchell Appliance Repair’s services.

Pay-Per-Lead Model Drives Stronger ROI – Unlike pay-per-click (PPC) Search Ads, where costs accumulate regardless of conversion, LSAs ensured Mitchell Appliance Repair only paid for verified customer interactions.

Top-Tier Search Placement Provides Competitive Edge – LSAs appear above traditional search results, helping local businesses outperform national competitors bidding on the same keywords.

Conclusion

By transitioning from solely Google Search Ads to an ad mix with Local Services Ads, we helped Mitchell Appliance Repair increase conversions, reduce ad spend waste, and build long-term customer trust.

This case study highlights the importance of selecting the right advertising channel based on business goals, industry credibility, and customer intent.

If you’re looking to improve your digital advertising strategy, reach out to us at Kinetic Greenhouse—our team specializes in data-driven marketing solutions that deliver real results.