Plumbing Digital Marketing Case Study

99%

Ads Conversions Increased

67%

Ads CPA Decreased

75%

Organic Users Increased

54%

Organic Sessions Increased

About the Company

Our client, a well-established plumbing company based in the USA, provides both residential and commercial plumbing services. Despite their industry expertise and strong local presence, their digital marketing efforts weren’t delivering the desired results. They had previously partnered with a local marketing agency that managed their Pay-Per-Click (PPC) campaigns, Local Service Ads (LSA), website design, and search engine optimization (SEO). However, the strategy wasn’t yielding a satisfactory return on investment. This prompted them to seek a more effective approach, leading them to explore plumbing marketing strategies that combine targeted PPC advertising and local SEO services to improve their online presence and overall ROI.

Client

Plumbing Service Industry

Location

USA

Start Date

June, 2024

Project Introduction

The client approached us with the goal of increasing their online presence, improving lead generation, and reducing digital marketing costs. They were struggling to achieve the desired results with their existing efforts and needed a more effective strategy to optimize their campaigns.

At the time of onboarding, the client had a single-page website where both organic and paid traffic were being directed. Despite a significant monthly investment in Google Ads, the conversion rate was low, and their overall digital marketing performance was not delivering the expected return on investment. To address these challenges, we implemented a more targeted approach with our Google Ads management services, focusing on improving ad relevance, targeting, and overall campaign efficiency.

Our Results Speak For Themselves!

Google Ads Conversions Result

99%

Increase In Google Ads Conversions

Cost Per Acquisition Result

67%

Decrease in Google Ads CPA

SEO Organic Users Result

75%

Increase in Organic Users on Website

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Initial Challenges

The client’s single-page website severely limited organic traffic, keyword rankings, and lead generation. Technical SEO issues, such as slow load times, further impacted visibility. On the paid marketing side, high CPC and poor audience targeting led to inefficient ad spending with minimal conversions.

Challenges Encountered:

Organic Marketing Challenges

The client’s single-page website limited SEO opportunities, preventing them from ranking for key local keywords like “plumber near me.” With no service pages or strong CTAs, lead generation suffered, and technical SEO issues like slow load times further hurt visibility and rankings.

Traffic
The single-page website lacked detailed service descriptions, which made it hard for the business to rank for important local keywords. This led to low organic traffic. Plumbing businesses with similar issues can improve their visibility and attract more local customers by using effective SEO strategies for plumbers.
Leads
The lack of targeted service pages and a strong call to action (CTA) affected lead generation, resulting in minimal conversions from organic traffic.
Ranking
The company struggled to rank for local SEO keywords like “plumber near me” and “emergency plumbing services,” reducing their visibility in local search results.
Technical SEO
The website had significant technical SEO issues, including slow page load times and outdated structure, affecting both user experience and search rankings.

Paid Marketing Challenge

The brand faced several significant challenges in its paid marketing efforts, particularly with its PPC campaigns. These challenges included:

Poorly Structured Campaigns
The campaigns were not well structured in terms of proper keyword usage, negative keywords, and match types, which led to low-quality scores.
High Cost Per Click (CPC)
Their previous Google Ads campaigns were costly, with a high cost per click (CPC) that did not convert into sufficient leads or conversions.
High Cost Per Conversion (CPCV)
The single-page website did not clearly show all the services, and it became difficult to track which specific service attracted more leads.
Poor Quality leads
They were receiving spam leads, such as getting calls from different locations where their services are not provided and getting inquiries for specific services that the client does not provide. The users who filled out the forms and engaged with the website stated they did not inquire about the services.
Audience Targeting
Their ads were not targeting the right audience, leading to a lot of irrelevant clicks and non-productive ad spends.
Local Service Ads
The client did not utilize job options and other features on the LSA platform, which resulted in low leads.

The Solutions We Applied

SEO – Website Level Changes

To address the above SEO challenges, we analysed the website and implemented the below strategies:

Website Redesign
Through our web development services, we carefully redesigned and divided the single-page website into different service-specific pages, which allowed us to better optimize the site for users and search engines. Each service was represented on its own dedicated page, targeting specific, high-intent keywords like “pipe repair,” and “emergency plumbing.”
Technical SEO
The site’s overall structure was redesigned to improve load times, mobile responsiveness, and user experience. Our SEO services also addressed various technical issues, ensuring better performance and rankings.
Local-specific keywords
We analyzed and did comprehensive keyword research and found service + industry keywords such as “emergency plumbing service” and location-specific keywords like “plumbing service in Texas,” etc., and created content around them.
Conversion Optimization
We redesigned landing pages to focus on lead generation, including clear CTAs and strategically placed forms to encourage users to request quotes or book services.

Paid Marketing (PPC and LSA)

To address the challenges and improve overall performance, we implemented several PPC strategies.

PPC Optimization
We reworked their Google Ads strategy, targeting high-intent, localized keywords. We segregated every service into separate ad campaigns and included theme-based ad groups like “well pump service,” “well pump repair,” and “well pump installation.” This not only improved ad relevance but also drastically reduced their CPC.
Improved Ad Quality
We used the Google Ads targeting keywords into the landing pages to improve Google Ads Quality score and Ad relevance. This helped users navigate different services easily and, in turn, reduced CPC and CPA.
Gained Quality Leads
By creating separate landing pages for each service, we made it easier for users to clearly understand our offering, which helped increase quality leads for the services provided.
Local Service Ads (LSA)
We analyzed their LSA (Local Search Ads) account and revised their strategy by utilizing different job features related to plumbing services. We also worked on a bid strategy, which increased leads by 20%. We utilized Google’s LSA to showcase the client’s verified reviews and local reputation, helping them stand out in local search results. LSAs also allowed the business to capture more qualified leads directly from search results, which were more likely to convert.
Audience Targeting
By refining audience targeting, we ensured their ads reached customers who were actively searching for plumbing services in their targeted areas, increasing the relevance of the traffic and reducing non-productive spend.

Results

The implemented strategies yielded impressive results across both paid marketing and SEO efforts. The brand experienced significant growth in key performance indicators, demonstrating the effectiveness of our comprehensive approach. These improvements not only boosted visibility and engagement but also translated into substantial increases in revenue and overall business performance. Let’s break down the specific results: