Case study · Plumbers · Singapore

Plumber Case Study Singapore: +149% Leads

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

How a 10-van plumbing business in Woodlands grew calls and enquiries 149% and cut cost per lead 48% in 6 months with Business Listings, Google Ads and Lead Generation.

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

Plumbers · Singapore

Plumbing

A 10-van plumbing business based in Woodlands, serving the wider Woodlands area and focused on leak detection and pipe repairs, plus choked sink. Before working with us, 78% of enquiries came through Qanvast 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

+149%

Cost per lead

-48%

Marketing-sourced revenue

+227%

Return on marketing spend

5.6x

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 (demand is steady year-round) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Business Listings & Citations, Google Ads and Lead Generation Program, the three channels with the best cost per booked job for plumbing businesses in Woodlands. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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What we did

The technical work behind the numbers, service by service.

Service 1

Business Listings & Citations

Claimed and completed profiles on Google Business Profile, Bing Places, Apple Business Connect and 54 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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Service 2

Google Ads

Restructured the account into 30 single-theme ad groups by job type, with exact and phrase match only and a 282-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.
Added click-to-WhatsApp extensions and tracked WhatsApp chats as a primary conversion.

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Service 3

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 leak detection and pipe repairs and choked sink across 4 service areas in the wider Woodlands region.
Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by WhatsApp and email.
Replaced paid lead credits on Qanvast with a fixed monthly program and weekly reports on cost per lead and booked jobs.

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The numbers

Before and after

Metric	Before	Month 6	Change
Calls and enquiries per month	53	132	+149%
Cost per lead	S$105	S$54	-48%
Cost per booked job	S$284	S$111	-61%
Lead-to-job rate	37%	49%	+12 pts
Website conversion rate	2.4%	3.8%	+54%
Marketing-sourced revenue / month	S$15k	S$50k	+227%
Share of leads from paid directories	78%	21%	-57 pts
Listings with consistent details	19	57	all fixed
Search impression share	25%	51%	+26 pts
Exclusive leads delivered / month	0	49	new

Lead growth

Calls and enquiries per month

Marketing-sourced revenue went from S$15k to S$50k a month, measured from booked booked jobs in the CRM.

Optimisations That Moved The Numbers

01
Fixing duplicates and inconsistent details lifted Google Business Profile views by 25%.
02
Bing, Apple Maps and directory profiles now produce 13 tracked leads a month that did not exist before.
03
The 282-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 42%.
04
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 42%.

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 Business Listings, Google Ads and Lead Generation.
Weeks 3 to 6
Build and launch
Business Listings, Google Ads and Lead Generation live for leak detection and pipe repairs, plus choked sink.
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 Sengkang 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.