Reduction in average CPA over six months
More quality leads via phone calls in six months
This case study highlights how we helped a Colorado-based plumbing firm improve their lead generation by 277% in just six months without increasing their Google Ads budget. The company provides a wide range of plumbing services, including drain and sewer repair, commercial plumbing, water heater repair and installation, tankless water heater services, gas line repair and installation, water line repair and installation, kitchen plumbing, water filtration systems, backflow prevention devices, and 24/7 emergency plumbing services.
When the client came to us, they were already spending $12,000 on Google Ads each month. However, they weren’t generating enough leads and were unhappy with the quality of the leads they were getting. Their goal was to increase the number of leads and ensure they were attracting more targeted prospects actively searching for plumbing services, and drive down their acquisition costs.
After auditing their Google Ads strategy, we found that they were spending more on clicks that didn’t convert because of gaps in keyword targeting. Additionally, their ad copy needed to be more persuasive, and the campaign structure required optimization. This case study will explain how we transformed their strategy to generate higher quality leads in just six months.
Before Budai Media
After Budai Media
The chart above shows how conversions (blue) and conversion rate (red) improved in 6 months.
An overview of how the metrics improved in 6 months. For e.x. clicks went up by 198%, conversions up by 296%, cost/conv. down by 74%, etc. It also shows that the cost stayed pretty much the same.
With a $12,000 monthly Google Ads budget already in place, we saw an opportunity to drive better results without additional spending. Understanding that phone calls were their primary source of leads, we optimized their call-only campaigns with a strategic approach that significantly enhanced both lead quality and quantity.
Targeted Keyword Research and Implementation
We conducted in-depth keyword research to identify search terms with high user intent specific to the client’s services within the targeted area. Irrelevant search terms were excluded using negative keywords, ensuring our focus remained on users actively seeking the services offered. By incorporating long-tail keywords with lower competition, we unlocked higher conversion potential while maintaining a strong market presence.
Compelling Ad Copy for Conversions
The ad copy was meticulously crafted to align directly with the chosen keywords, ensuring a seamless user experience and maximum relevancy. We highlighted the client’s unique selling points, such as their 24/7 availability and specific service expertise, to stand out from competitors. Clear calls to action were incorporated, urging users to take the next step and directly contact the company for their plumbing needs.
Audience Targeting Refinement
We explored audience targeting options within the Google Ads platform. By analyzing demographics and user behavior data, we identified specific user groups most likely to convert, such as homeowners within targeted zip codes experiencing plumbing emergencies. This refined targeting helped us focus on the most relevant audience segments, improving lead quality and conversion rates.
By optimizing their Google Ads strategy, we helped the Colorado-based plumbing firm increase their quality leads by 277% in just six months, without increasing their $12,000 monthly budget. The average cosst per acquisiton decreased from $446 to $114 (by 75%!), and cost per click was reduced by 66%, and clicks increased by 198%. These results demonstrate the power of targeted keyword research, compelling ad copy, and refined audience targeting.
Interested in improving your Google Ads performance without increasing your budget?
(We offer a free Google Ads audit for businesses generating over $50,000 per month.)
