Plumbing Business Case Study.

How We Lowered The Cost Of A Plumbing Businesses Leads from $200 to $15 using Google AdWords.

George was running a local plumbing business in the Oklahoma City area. He was on average spending between $150 and $200 per lead using Google AdWords. While he enjoyed that AdWords was bringing him business, he was wanting to decrease his cost per lead and improve his conversation rates. George was spending between $1,000 and $2,000 a month and getting an average on five leads a month.

The Battle Plan

We estimated that we could bring his cost-per-lead to under $100 in the first month and increase the amount of leads he was getting in the first month by optimizing his landing pages for his keywords which would improve his quality score and make his clicks cheaper, while at the same time improving his click-through-rate.

The first thing we did was analyze his keyword list. We noticed that he was using many broad-based, that while they were getting clicks, they were expensive clicks that were not resulting in conversations. We decided to change his keywords out with plumbing based symptom keywords for the Oklahoma City area that we knew people were searching for. These keywords were words that the people were searching for when they were having a plumbing emergency and who needed a plumber at their house relatively quickly. They were very specific keywords.

Also, instead of using a broad-based term such as Oklahoma City we started targeting the smaller cities within Oklahoma City such as Edmond and Midwest City. We also used geo-targeting and targeted the area that was within 20 miles of his local business.

We also targeted mobile-users by using the call-only feature. This feature only allows him to be charged when someone actually calls his business.