XYZ Plumbing Services
Plumbing Industry Case Study
XYZ Plumbing Services is a residential and light-commercial plumbing company serving local customers with emergency repairs, drain cleaning, water heater services, and pipe installation. The goal was to increase high-quality leads through Google Ads while keeping cost per lead low and maximizing phone call volume.
The Challenge
Seasonal Drop in demand during summer and fall.
Lead Quality: Many unqualified clicks from DIYers and job seekers.
Unstable CPL (Cost per Lead): Especially in low-conversion months.
Limited Budget: Needed to stretch spend across high-priority services.
Our Approach
Segmented campaigns for high-intent keywords (e.g., “Emergency plumber near me”).
Enabled Call-Only Ads during business hours to capture immediate needs.
Added negative keywords to filter irrelevant traffic.
Adjusted bidding and budget based on seasonal trends.
Prioritized zip codes with highest past call performance.
Monitored performance weekly and scaled spend in top-converting areas
Results
Total (Jan 2024 – Jul 2025):
✅ 17,200 leads | 📞 1,460 phone calls | 💸 $46,200 total spend
📉 Average Cost Per Lead: $2.69
🟢 Strongest months: June 2025 and May 2025
🔴 Weakest months: July 2024 – Sep 2024 due to seasonal slowdown
