# Local plumbing company: 8.2x return on ad spend

Source: https://www.lucidmedia.co.nz/case-studies/plumbing-leads/

\+ Trades & Services

Now filling slow afternoons with high-intent jobs, not tyre-kickers

![Local plumbing company: 8.2x return on ad spend case study](https://www.lucidmedia.co.nz/images/case-studies/plumbing-leads.webp)

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

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## 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.

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[info@lucidmedia.co.nz](mailto:info@lucidmedia.co.nz) [+64 27 582 4369](tel:+64275824369)