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 brought him business, he wanted to decrease his cost per lead and improve his conversation rates. As a result, George was spending between $1,000 and $2,000 a month and getting an average of five leads a month.

The Battle Plan

We estimated that we could bring his cost-per-lead to under $100 in the first month. Then increase the number of leads he was getting in the first month by optimizing his landing pages for his keywords. Then we improved his quality score, making his clicks cheaper while at the same time enhancing 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. So we decided to change his keywords with plumbing-based keywords for the Oklahoma City area that we knew people were searching for in Google. These keywords were words that the people were searching for when they had a plumbing emergency and needed a plumber at their house quickly. They were particular keywords.

Also, instead of using broad-based terms such as "Oklahoma City plumber," we started targeting the smaller cities within Oklahoma City, such as Edmond and Midwest City, and we focused on specific plumbing issues instead of broad-based keywords. We also used geo-targeting and targeted the area within 20 miles of his local business. We also targeted mobile users by using the call-only feature. This feature allows him only to be charged when someone calls his business.