Lead-gen CASE STUDY · 06 / 10
Home Services GROUP
Plumbing and water-treatment lead-gen: emergency calls and planned installs, each on its own economics.
The CLIENT
A plumbing and water-treatment company serving a metro area: emergency call-outs on one side of the business, planned installs and system upgrades on the other.
The CHALLENGE
Emergency and planned work were bidding against each other in the same campaigns. Ads ran at 3 a.m. when no one could answer the phone, out-of-area calls wasted dispatcher time, and cost per lead had crept to $46 on work with tight margins.
What we DID
- Split emergency from planned-install campaigns, since a burst-pipe click and a water-softener click deserve different bids and different landing pages.
- Matched ad schedules to staffed hours so the budget only runs when someone can pick up.
- Anchored geo targeting and negatives to the real service area, not a tidy radius on a map.
- Counted a lead only when a call passed a duration threshold, filtering misdials and robocalls out of the optimization signal.
- Moved search-term cleanup from a weekly chore to an hourly pass.
The hourly clock effect
Local service accounts leak in small, constant ways: one odd query, one after-hours click at a time. Hourly hygiene is what took cost per lead from $46 to $25 without sacrificing volume.
The RESULTS
- Calls & booked jobs
- 3,400
- Cost per lead
- $46 → $25
- Booked-job rate
- +31%
- After-hours waste
- eliminated
Want numbers like these on your account?