Pro Plumbers,” a local plumbing business serving a metropolitan area, was facing a common challenge: an inconsistent flow of leads. Relying on word-of-mouth referrals was unpredictable and wasn’t fueling the growth they were aiming for. Despite having a website, it wasn’t generating the traffic or the leads they needed to scale their business. That’s when they decided to turn to Google Ads for a solution.
The Google Ads Strategy
Our primary objective was to increase the number of qualified leads, specifically phone calls and form submissions for their plumbing services. To achieve this, we developed a comprehensive Google Ads strategy focused on reaching the right audience with the right message.
Target Audience:
We targeted homeowners and property managers within a 30-mile radius of Pro Plumbers’ office, ensuring that the leads generated were within their service area.
Keyword Research:
We conducted extensive keyword research to identify high-intent keywords that people use when they are actively looking for plumbing services. We focused on:
| Keyword Type | Examples |
|---|---|
| High-Intent Keywords | “emergency plumber near me”, “burst pipe repair”, “drain cleaning”, “water heater installation” |
| Negative Keywords | “plumbing jobs”, “free plumbing advice”, “DIY plumbing” |
By using negative keywords, we were able to filter out irrelevant searches and focus the ad spend on qualified potential customers.
Campaign and Ad Group Structure:
We structured the campaigns to be as targeted as possible. We created separate campaigns for each of their main services, such as:
- Emergency Plumbing Services
- General Plumbing Repairs
- Drain Cleaning Services
Within each campaign, we created specific ad groups for closely related keywords. This allowed us to write highly relevant ad copy for each search query.
Ad Copy and Extensions:
We wrote compelling ad copy with clear and concise headlines and descriptions. Some of our best-performing ads included:
- Headlines: “24/7 Emergency Plumber – Call Now!”, “Fast & Reliable Drain Cleaning,” “5-Star Rated Plumbers.”
- CTAs: “Call for a Free Estimate,” “Book Online Now.”
We also utilized ad extensions to provide more information and make the ads more prominent:
- Call Extensions: Allowed users to call directly from the ad.
- Location Extensions: Showed the business address and helped with local SEO.
- Service Extensions: Highlighted specific services offered.
Landing Pages:
We created dedicated landing pages for each ad group. Each landing page was designed with a clear and concise message, a user-friendly contact form, and a prominent phone number to make it as easy as possible for visitors to convert into leads.
Execution
The campaigns were launched and then closely monitored and optimized for performance. Here’s what the execution phase looked like:
- A/B Testing: We continuously tested different ad copy and landing page variations to identify what resonated best with the target audience and drove the most conversions.
- Search Query Reports: We regularly reviewed search query reports to identify new negative keywords to add to the campaigns, further refining our targeting and reducing wasted ad spend.
- Bid Management: We made strategic bid adjustments based on device (mobile, desktop), location, and time of day to maximize the return on investment (ROI).
The Results
The results of the Google Ads campaign were transformative for Pro Plumbers. Within the first three months, we saw a significant increase in leads and revenue.
Here’s a breakdown of the before-and-after metrics:
| Metric | Before Google Ads (Monthly Average) | After Google Ads (Monthly Average – First 3 Months) | % Change |
|---|---|---|---|
| Website Visitors | 150 | 1,500 | +900% |
| Leads (Calls + Forms) | 10 | 50 | +400% |
| Cost Per Lead | N/A | $20 | – |
| Conversion Rate | 2% | 10% | +400% |
| Revenue | $5,000 | $15,000 | +200% |
| Return on Ad Spend (ROAS) | N/A | 5:1 | – |
Conclusion
Google Ads proved to be a game-changer for Pro Plumbers. By implementing a targeted and well-optimized campaign, they were able to generate a consistent stream of high-quality leads, leading to a 50% growth in their business in just a few months. The key takeaways from this case study are:
- Targeting is key: A targeted approach to keywords, audience, and ad copy is crucial for success.
- Optimization is ongoing: Continuous monitoring and optimization are necessary to maximize ROI.
- Google Ads is a powerful tool for growth: When executed correctly, Google Ads can be a highly effective channel for local businesses to generate leads and grow their revenue.