Case study · Plumbers · Netherlands

Plumber Case Study Netherlands: +101% Leads

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

How a 10-van plumbing business in Amsterdam grew calls and enquiries 101% and cut cost per lead 47% in 6 months with Local SEO, Lead Generation and Business Listings.

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

Plumbers · Netherlands

Plumbing

A 10-van plumbing business based in Amsterdam, serving the wider Amsterdam area and focused on bathroom and toilet renovations, plus leak detection and burst pipes. Before working with us, 75% of enquiries came through Werkspot 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

+101%

Cost per lead

-47%

Marketing-sourced revenue

+160%

Return on marketing spend

9.4x

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 (burst pipes and heating-related plumbing calls rise in winter; bathroom renovation enquiries peak in january and spring) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Local SEO & Google Maps, Lead Generation Program and Business Listings & Citations, the three channels with the best cost per booked job for plumbing businesses in Amsterdam. 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 the Netherlands

What we did

The technical work behind the numbers, service by service.

Service 1

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 6 secondary categories added, 16 services with descriptions and a service area matched to the real travel radius.
Published 11 suburb and area pages across the wider Amsterdam 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 15 new reviews a month.
Tracked rankings on a 9x9 geo-grid around the office to see Maps visibility street by street, not just from one location.

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Service 2

Lead Generation Program

Added the business to our exclusive lead generation program: one plumber per service area, so leads are never shared or resold.
Launched dedicated lead capture pages and campaigns for bathroom and toilet renovations and leak detection and burst pipes across 11 service areas in the wider Amsterdam region.
Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
Replaced paid lead credits on Werkspot with a fixed monthly program and weekly reports on cost per lead and booked jobs.

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Service 3

Business Listings & Citations

Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 62 local and industry directories.
Cleaned name, address and phone details everywhere, removing 6 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.

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The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	71	143	+101%
Cost per lead	€50	€26	-47%
Cost per booked job	€131	€54	-59%
Lead-to-job rate	38%	49%	+11 pts
Website conversion rate	2.8%	3.7%	+33%
Marketing-sourced revenue / month	€19k	€48k	+160%
Share of leads from paid directories	75%	14%	-61 pts
Keywords in the Maps top 3	5	17	+12
Exclusive leads delivered / month	0	47	new
Listings with consistent details	16	65	all fixed

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from €19k to €48k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
Adding 6 secondary Google Business Profile categories lifted discovery searches by 52% in six weeks.
02
Area pages for Tilburg moved the business from outside the top 20 to position 1 in the Maps pack for its main service there.
03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 52%.
04
Fixing duplicates and inconsistent details lifted Google Business Profile views by 30%.

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 Local SEO, Lead Generation and Business Listings.
Weeks 3 to 6
Build and launch
Local SEO, Lead Generation and Business Listings live for bathroom and toilet renovations, plus leak detection and burst pipes.
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 Tilburg 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.