+ Trades & Services
Filling slow afternoons with high-intent jobs for a local plumbing company
Now filling slow afternoons with high-intent jobs, not tyre-kickers
Client
Confidential
Industry
Trades & Services
Services
Paid Ads, Lead Generation, Campaign Management
01
Challenge
A local plumbing company with three vans wanted a paid search programme that filled slow afternoons with high-intent jobs rather than tyre-kickers and after-hours enquiries they could not service. Their broad campaigns were running a cost per lead above $40, a booking rate under 20 percent, and no clear view of which keywords produced actual jobs.
A competitor was also dominating the emergency plumbing space on Google. The goal was a dependable lead engine priced so the unit economics made sense.
02
Approach
Rebuilt the funnel around a dedicated landing page per service type, each optimised for mobile speed and a one-field phone capture form. Restructured the Google Ads account around high-intent commercial keywords, tight suburb-level geo-targeting, and negative keyword lists that filtered out DIY searchers.
Wired call tracking into the CRM so every lead was scored and routed to the on-call tradie within 90 seconds. Triggered automated SMS follow-ups the moment a form was submitted.
Retargeted visitors who left without enquiring to keep the pipeline full.
03
What we delivered
Paid Search
- Google Ads rebuild
- Keyword targeting
- Negative keyword lists
Landing Pages
- Per-service pages
- Mobile speed
- One-field forms
Lead Routing
- Call tracking
- CRM scoring
- 90-second dispatch
Follow-up
- Automated SMS
- Retargeting ads
- Pipeline nurture
04
Results
$7.21
Cost Per Lead
8.2x
Return On Ad Spend
Want results like this for your business?
Now filling slow afternoons with high-intent jobs, not tyre-kickers. Tell us about your business and we will show you what we can do for you.
