Appliance Repair Marketing. Case study by Rodrigo Nask
From 0 to 5 new accounts signed in 36 days on Meta ads
Justin Eckrich, founder of Appliance Repair Marketing, in his own words on recorded calls with me. Each clip shows the date it was recorded.
Problem
At the kickoff, Justin Eckrich was plain about where the ad account stood:
“we haven't run ads in a year and a half, at least, maybe a little longer than that.”Justin Eckrich, kickoff call,
The newest ad left in the account was created in Mar 2025.
New business came from emailing old prospect lists and waiting for people to trickle in. His verdict on the funnel: everything stale
.
Consistent lead generation was the missing piece.
The brief was one line: fill up my calendar.
And the market was not helping. our accounts that we're managing for our clients is probably seen a 50% decline in traffic this year.
Tried before
The last person Justin remembers running Facebook ads for ARM was Wes, A couple years ago
, with a landing page and an opt-in form feeding a calendar. Brooklyn Sturgeon, on the ARM team, remembered how that went:
“We were calling back the lead immediately and the meeting got canceled, or the people were forgetting the call and not showing up to the call.”Brooklyn Sturgeon, team call,
Her summary: I do know that was a little bit of a headache.
Outside ads, Justin had worked with a lot of freelancers off Upwork
: it's it's hit or miss.
Contractors came and went, and over the years the emails, documents and history got scattered and broken.
An in-house AI agent meant to follow up and qualify leads had been tried too. In August it was still not ready for production yet. We're gonna have a human.
Solution
The creative work started on 15 Jul 2026, and the first rounds missed. Justin said it plainly:
“it's not our branding. Number two, it doesn't look like an appliance repair ad.”Justin Eckrich, creative review,
So I pulled his own copy into the system and kept iterating: 441 creatives across 13 rounds before a single dollar went live. The day before launch he wrote:
“honestly, I was worried. This is better than I expected. Looks good enough to launch. Then we'll optimize as we go.”Justin Eckrich, Slack,
The funnel went up alongside it: a new signup page with the phone number verified by text code, then ads live on 18 Aug 2026.
After launch the work moved down the funnel. I started sending Meta a conversion value for the leads that booked a call, so it could find more like them, and a quiz, Justin's own idea, went between the ad and the calendar.
Emily flagged leads from states where ARM is unable to sign clients up
. I rebuilt the targeting from the live territory list: 5 states, 248 cities and 2,483 ZIP codes excluded.
I put a daily report live for Justin. People who filled in the whole form but never entered the text code were not reaching the CRM. Justin: Yes, definitely need to capture every lead.
I recovered 48 stranded leads, and every abandoned form now reaches the CRM.
Results
| Week of | Leads | Meetings booked | Agreements sent | Signed |
|---|---|---|---|---|
| 21 Sep so far | 23 | 6 | 0 | 0 |
| 14 Sep | 41 | 7 | 0 | 0 |
| 7 Sep | 38 | 4 | 1 | 2 |
| 31 Aug | 51 | 7 | 5 | 3 |
| 24 Aug | 39 | 10 | 0 | 0 |
| 17 Aug | 37 | 0 | 0 | 0 |
| Total | 229 | 34 | 6 | 5 |
The new accounts carry $2,500 in setup fees and $3,250 a month recurring, on $3,175 of ad spend. Cost per lead $13.86, per signed account $634.92.
Leads are people new to ARM's CRM. The signed count is Justin's own. Some booked meetings were for a different ARM product, so the meeting count runs high.
“Facebook ads are working. I'm happy with that.”Justin Eckrich, weekly call,
The flip
By the 23 Sep 2026 call the problem had turned over. Asked whether Emily, who calls the new leads, was overwhelmed, Justin said:
“Yes, she can't keep up with all the leads.”Justin Eckrich, weekly call,
So Justin asked to spend less. Two days earlier he had written I'd like to keep the ad spend around $1k-1500/mo.
The call settled on $2,000 a month, down from $3,000: $1,000 on the current funnel and the other $1,000 on the new self-serve funnel with qualifying questions.
“because when you have too many leads coming in and you don't have the resources to properly process them, that's just waste.”Justin Eckrich, weekly call,
The gap he named himself sits between lead and meeting:
“There's no reason why we should have 200. Nearly nearly 200, new leads. Out of the 229, didn't. Turn into a meeting.”Justin Eckrich, weekly call,
Maddie, who in Justin's words has a lot more. Free time than Emily does
, has started helping with follow-up. So if Emily can teach Maddie how to do this, Then we should be in a lot better position