Case study · Plumbers · Australia

Plumber Case Study Australia: +119% Leads

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

How a 13-van plumbing business in Perth grew calls and enquiries 119% and cut cost per lead 45% in 6 months with Google Ads and Local SEO.

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

Plumbers · Australia

Plumbing

A 13-van plumbing business based in Perth, serving the wider Perth area and focused on hot water system replacement and blocked drains. Before working with us, 55% of enquiries came through hipages 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

+119%

Cost per lead

-45%

Marketing-sourced revenue

+144%

Return on marketing spend

4.2x

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.
Campaigns were not planned around peak season, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Google Ads and Local SEO & Google Maps, the two channels with the best cost per booked job for plumbing businesses in Perth. 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 Australia

What we did

The technical work behind the numbers, service by service.

Service 1

Google Ads

Restructured the account into 15 single-theme ad groups by job type, with exact and phrase match only and a 390-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.

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Service 2

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 6 secondary categories added, 18 services with descriptions and a service area matched to the real travel radius.
Published 21 suburb and area pages across the wider Perth area, each with local job photos, travel times and area-specific FAQs.
Launched a review request flow by SMS after every completed job, lifting review velocity from 1 to 25 new reviews a month.
Tracked rankings on a 7x7 geo-grid around the office to see Maps visibility street by street, not just from one location.

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The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	53	116	+119%
Cost per lead	A$130	A$72	-45%
Cost per booked job	A$339	A$168	-50%
Lead-to-job rate	38%	43%	+4 pts
Website conversion rate	2.7%	3.4%	+27%
Marketing-sourced revenue / month	A$20k	A$49k	+144%
Share of leads from paid directories	55%	20%	-35 pts
Search impression share	30%	55%	+25 pts
Keywords in the Maps top 3	3	18	+15

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from A$20k to A$49k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
The 390-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 35%.
02
Offline conversion import let bidding favour hot water system replacement searches, raising average lead value by 38%.
03
Adding 6 secondary Google Business Profile categories lifted discovery searches by 35% in six weeks.
04
Area pages for Melbourne moved the business from outside the top 20 to position 3 in the Maps pack for its main service there.

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 Google Ads and Local SEO.
Weeks 3 to 6
Build and launch
Google Ads and Local SEO live for hot water system replacement and blocked drains.
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 Melbourne 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.