I think the difference is who else is advertising in your area/campaign.
I google basic keywords, and I get sears, mr. appliance, and one other small guy, depending upon where you put your search.
So my question is how much is sears and mr. appliance bidding for their position?
I see sears and A&E around, but I expect, based upon my limited experience in this area, that they are warranty calls.
I had good success with adwords in my cleaning business, and it went well for awhile when I moved to hauling, then the bottom dropped out. I always paid just about $100 per month, but suddenly the customers stopped calling, and the sales guys ramped up.
I suspect that I was getting screwed by google, not by a change in customer habits. It might have been competitors. You can play with that stuff if you know how, but the cleaning and appliance business is not populated by web wizards.
I'm keeping an eye on who is calling me and where they find me. so far, it is limited from the internet, even though my site is up and indexed yext-like, plus up on yelp, google places, yp.com, manta, yada, yada (all free listings). I'll probably start a generic blog that I can push 'content' through. How a microwave works, how to use bleach, soap trivia, product reviews, etc. I like this site, but I won't be providing in-depth appliance repair help on my own site, 'cause I like money.
(I like money too, we should hang out.)
Oh, and thanks to AJ for dumping the SEO spam guy. That's nice