Case study · Plumbers · New Zealand

Plumber Case Study New Zealand: +107% Leads

Name: Marketing Lead Expert
Address: IN
Price range: $$

How a 14-van plumbing business in Tauranga grew calls and enquiries 107% and cut cost per lead 40% in 6 months with UX/UI & CRO, Business Listings and Google Ads.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Plumbers · New Zealand

Plumbing

A 14-van plumbing business based in Tauranga, serving the wider Tauranga area and focused on hot water cylinder replacements and bathroom renovations. Before working with us, 60% of enquiries came through Builderscrack and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive calls and enquiries, a lower cost per booked job and a pipeline the owner controls.

Results After 6 Months

Leads per month

+107%

Cost per lead

-40%

Marketing-sourced revenue

+149%

Return on marketing spend

5.2x

The challenge

Where the business was stuck

Emergency jobs go to whoever answers first, so missed calls after 5pm quietly hand revenue to competitors.
Lead marketplaces sell the same enquiry to three or four plumbers, which drives prices down and win rates with them.
Low-value tap and toilet jobs fill the diary while hot water, re-pipe and bathroom work, the jobs that pay, go elsewhere.
Peak season (hot water and heating-related calls peak in winter (june to august)) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Website Optimisation (UX/UI & CRO), Business Listings & Citations and Google Ads, the three channels with the best cost per booked job for plumbing businesses in Tauranga. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our plumber marketing service in New Zealand

What we did

The technical work behind the numbers, service by service.

Service 1

Website Optimisation (UX/UI & CRO)

Ran a UX audit using heatmaps and 800 session recordings to find where mobile visitors dropped off.
Rebuilt 7 landing pages with one offer, one call to action and proof (reviews, licences, guarantees) above the fold.
Cut the enquiry form from 9 fields to 3, added a sticky click-to-call bar and a multi-step quote form on mobile.
Ran 5 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.

Related service

Service 2

Business Listings & Citations

Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 63 local and industry directories.
Cleaned name, address and phone details everywhere, removing 3 duplicate listings that were splitting reviews and confusing Google.
Added services, photos, opening hours, licence numbers and booking links to every profile, with UTM tags to track leads by source.
Set up monthly listing monitoring so incorrect edits by users or aggregators are caught and fixed within days.

Related service

Service 3

Google Ads

Restructured the account into 13 single-theme ad groups by job type, with exact and phrase match only and a 537-term negative keyword list.
Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimised for revenue, not form fills.
Moved from manual CPC to Maximize Conversion Value with a target ROAS once 30+ conversions a month were flowing.
Added ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.

Related service

The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	59	122	+107%
Cost per lead	NZ$111	NZ$66	-40%
Cost per booked job	NZ$278	NZ$138	-50%
Lead-to-job rate	40%	48%	+8 pts
Website conversion rate	2.2%	5.1%	+127%
Marketing-sourced revenue / month	NZ$24k	NZ$59k	+149%
Share of leads from paid directories	60%	12%	-48 pts
Enquiry form fields	9	3	-6
Listings with consistent details	8	66	all fixed
Search impression share	35%	62%	+27 pts

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from NZ$24k to NZ$59k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
The shorter 3-field form lifted form conversion rate by 40%.
02
The sticky mobile call bar increased calls from mobile visitors by 41%.
03
Fixing duplicates and inconsistent details lifted Google Business Profile views by 41%.
04
The 537-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 40%.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering UX/UI & CRO, Business Listings and Google Ads.
Weeks 3 to 6
Build and launch
UX/UI & CRO, Business Listings and Google Ads live for hot water cylinder replacements and bathroom renovations.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Queenstown and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.