A family plumbing business stopped relying on referrals and a tired directory listing, and filled the calendar with the kind of jobs worth driving to.
The starting point
DS & LS Plumbing has run on quality work and word of mouth for more than 25 years across Reedy Creek and the southern Gold Coast. Repeat customers kept them busy, but winters were quiet and there was no tap to turn on when the diary thinned out.
A cheap directory listing brought in plenty of calls, but most were price-shoppers chasing the lowest quote on a job worth almost nothing.
What we did
Own the local high-intent searches
We put the budget behind the jobs that pay, like hot water replacement and blocked drains in their service area, and used negatives to filter out renters and bargain-hunters.
Make calling the obvious move
For a plumber the phone is everything, so the ads and landing page pushed straight to a call, with click-to-call front and centre on mobile.
Tracked to the booked job
We tracked calls through to booked work so the spend followed the searches that filled the diary, not just the ones that rang the phone.
The result
Cost per booked job dropped to $47 once the wasted price-shopper calls were filtered out, and the ad spend went further on the jobs worth driving to.
The quiet winter stretch has stopped being a problem the business has to ride out, with a steady run of the right enquiries coming through.
“We used to dread the quiet months. Now the calendar stays full and the calls are people who actually want the job done properly.”
