Garage door repair
Local SEO for garage door repair companies.
A blended Google Ads lead costs you $145. A spring repair is $150. Those two numbers cannot both be true for long, and the way out is ranking separately for the installations that average $1,393.
- $1,393
- average ticket for a repair and replace contractor, at 40% margin
- $145
- blended cost per lead on Google Ads, $173 for non branded
- $15 to $35
- the same residential lead through Local Services Ads
- up to $480
- cost per lead on commercial garage door work
There is no shortlist. There is a car that cannot get out.
Monday, 7.15am
The door goes up eight inches, makes a sound nobody wants to hear, and stops. The car is inside it. There is a meeting at nine.
Your lead cost is not one number
The same lead costs four different amounts depending on how you buy it and what job it becomes.
- Local Services Ads, residential repair
- $15 to $35
- Google Search, residential repair
- $40 to $80
- Blended cost per lead
- $145
- Non branded cost per lead
- $173
- Commercial cost per lead
- up to $480
Why the installation is the whole business
A repair and an installation are the same phone call handled two different ways.
| Emergency spring or opener repair | $150 to $600 | |
|---|---|---|
| Full door installation, average ticket | $1,393 | |
| Margin on that installation | ~40% | about $557 |
| Blended cost of the lead | $145 | |
| What is left on the installation | ~$412 | on the same lead |
The same $145 lead is a loss on a spring and a good day on a door.
Most garage door companies run one campaign, one services page and one phone number across both, then judge the whole channel by the average. Ranking the installation and commercial work separately is what turns an unprofitable lead cost into a profitable one without negotiating a single price.
Assumes the published $1,393 average ticket at 40% margin. Companies weighted almost entirely toward emergency repair should expect thinner numbers and should be prioritising Local Services Ads alongside ranking work.
The work that fills a garage door schedule
Separate pages for repair, installation and commercial
Three different customers, three different values, three different sets of competitors. Almost every garage door site runs one services page and wonders why the lead mix skews toward the cheapest work.
Google Business Profile built for a 7am emergency
Correct primary category, every service listed including springs, openers, cables and off track doors, same day and emergency attributes enabled, and hours that reflect when you genuinely answer.
Map pack coverage across the whole service radius
This is a trade where the customer takes whoever is close and available. Ranking at your own address and nowhere else leaves most of your radius to competitors who are no better than you.
Brand and part visibility
LiftMaster, Chamberlain, Genie, Clopay and Wayne Dalton searches carry real volume and almost no competition. If you service or install a brand, ranking for it is close to free traffic.
Review velocity tied to job completion
Reviews order the map pack and they are what makes a stranger comfortable letting you open their house. Requests go out at the truck, not by email a week later.
A phone path that beats the competition by one ring
Click to call above the fold, no form as the primary action, and an answered phone. In a four minute decision, response speed outperforms every other marketing investment you could make.
The first 90 days on a garage door company
- Days 1 to 30
Audit and foundations
Profile and citation audit, service and emergency attributes corrected, ranking measured across the full service radius, current job mix reviewed against lead cost.
- Days 31 to 60
Split the work
Separate repair, installation and commercial coverage built, brand pages created, review request process installed at completion.
- Days 61 to 90
Authority and reach
Citations and local links, profile posting, coverage pushed outward across the radius.
- Ongoing
Shift the mix
Installation and commercial visibility strengthened so the lead mix moves toward the jobs that carry the acquisition cost.
Local SEO for garage door companies, answered
Our leads cost $145 each. Is that normal?
It is roughly the blended average on Google Ads, and non branded leads run closer to $173, so you are not being treated unusually. Whether it is acceptable depends entirely on the job mix behind it. A $150 spring replacement cannot carry a $145 lead. A $1,393 door installation at 40% margin absorbs it easily. The fix is almost never a cheaper lead, it is ranking separately for the jobs that can afford one.
Why are Local Services Ads so much cheaper?
Residential repair leads run $15 to $35 through Local Services Ads against $40 to $80 on standard Search, so LSAs are usually the best paid buy available and you should be running them. They are still a cost per customer that never ends and a price you do not set. Ranking is the part of your acquisition that does not carry an invoice per job.
Should we chase repairs or installations?
Repairs bring the volume and the emergency calls, installations bring the money. A repair is $150 to $600 and an installation averages $1,393 at around 40% margin. The strongest position is ranking for both separately and using repair visits to sell replacement doors, which is what the best operators in every market already do.
Is commercial work worth targeting?
Commercial garage door leads run up to $480 each, which tells you exactly how valuable those contracts are to the companies bidding for them. Property managers, warehouses and dealerships need scheduled maintenance and rapid response, and they search in business hours with completely different language. It is a separate page and a separate business, and most of your competitors do not have one.
How fast does a garage door customer decide?
Faster than almost any other home service. A door that will not open has trapped a car and started a countdown to being late for work. There is no comparison shopping and no second visit to your website. They call the first two or three numbers and book whoever answers and can come today, which is why map pack position and an answered phone matter more here than the quality of your website.
Your lead cost is fine. Your job mix probably is not.
We will measure where you rank for repair, installation and commercial work separately, across your whole radius, and show you which of the three is quietly subsidising the others.