1UP Plumbing: 11% of Google Ads clicks became calls or forms
1UP Plumbing turned 11% of its Google Ads clicks into phone calls and web forms. Since ads began, 72% of enquiries were phone calls and the hot water ads brought in 29% of them, the largest single group. Clicks made during the working day became enquiries 1.5 times as often as evening clicks.
Services
Google Ads management · Enquiry tracking and reporting · Website design and landing pages
1UP Plumbing turned 11% of its Google Ads clicks into phone calls and web forms. Most of those enquiries were phone calls, hot water was the biggest single group of jobs, and clicks made during the working day did best.
The business
1UP Plumbing is a Sydney plumbing business that trades online as OneUp Plumbing. Its plumbers handle hot water, gas, leaks and burst pipes, blocked drains, and kitchen and bathroom plumbing across Sydney, with same-day call-outs and the price agreed before work starts.
What we set out to do
A plumber's work covers very different jobs. Someone with no hot water, someone with a leaking shower and someone renovating a kitchen all search differently, and each expects a different answer. The account needed to meet each kind of search with the right ad and page, then show which jobs actually produced calls and forms, so the budget could follow them.
What we built
We built three search campaigns: a general Sydney campaign, an emergency campaign for urgent problems, and a campaign for drain work. Each is split into ad groups for a single job, such as new hot water systems, leak detection, gas fitting or kitchen plumbing, and every ad sends people to the matching service page.
Each service page leads with the job, a call button and a short form that asks what has gone wrong.
The pages ask for very little: a name, a phone number, the suburb and a rough description of the problem, with the call button at the top. Searches from job seekers, do-it-yourselfers and people shopping for parts or the cheapest price are blocked, so the budget goes to people who want a plumber. Calls and forms from the ads are tracked to the ad group that produced them.
Since ads began, 11% of clicks became an enquiry, and 72% of those enquiries were phone calls. That figure covers the whole run of ads, the slower weeks as well as the stronger ones, so it does not rest on a good stretch.
Three in four clicks came from a mobile phone. People with a plumbing problem tend to search on the spot and ring straight away, which is why the call button leads every page.
Hot water led the enquiries
The hot water ads, covering new systems, replacements, repairs and urgent no-hot-water calls, brought in 29% of enquiries from 25% of clicks, the largest single group. Kitchen and bathroom work and general searches for a plumber each brought in about a fifth. Leaks and roof plumbing brought in 12%, and gas fitting 8%.
Drain searches were harder to turn into enquiries here
Drain and blockage ads drew 7% of clicks but only 3% of enquiries. The drain figure rests on a small number of enquiries, so treat it as a pointer rather than a verdict. Drain work was given its own campaign and website, where it can be judged on its own terms.
Daytime clicks did better
The ads ran from 7am into the evening. Clicks made between 7am and 5pm were 72% of all clicks but produced 80% of enquiries, and they became enquiries 1.5 times as often as clicks made after 5pm. For a plumber, that is a reason to weight the budget toward the working day and keep evening ads for urgent jobs.
These figures cover about twelve weeks of ads, and the job groups rest on a modest number of enquiries, so treat the smaller shares as a guide rather than a rule.
How we measured it
The click-to-enquiry rate is enquiries recorded in Google Ads, as tracked phone calls and web forms, divided by Google Ads clicks over the same days, rounded down. Job groups come from the ad group behind each enquiry. Device and hour of day come from Google Ads click reports, in Sydney time.
Ask for the job in everyday terms — The opening layout pairs a local plumbing message with a form headed around what is going wrong. Yellow call controls and a short issue field make the enquiry easy to recognise.
Connect a blocked-drain page to a matching request — The service destination narrows the headline to drains and sets the form to the same topic. Job imagery beneath the copy adds context to the service explanation.
The results
Results for 1UP Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
11%
of Google Ads clicks became a call or web form
Since ads began
How it was measured
Enquiries recorded in Google Ads (tracked phone calls and web forms) divided by Google Ads clicks over the same days. Rounded down.
72%
Enquiries that came as a phone call rather than a web form
Since ads began
How it was measured
Tracked phone calls as a share of all enquiries recorded in Google Ads over the same days. Rounded down.
75%
Google Ads clicks made on a mobile phone
Since ads began
How it was measured
Google Ads clicks on mobile phones as a share of all Google Ads clicks, as reported by Google Ads. Rounded down.
1.5×
Enquiry rate from clicks made between 7am and 5pm, against clicks made after 5pm
Since ads began
How it was measured
Enquiries divided by clicks for clicks made from 7am to 5pm, compared with the same for clicks made from 5pm until the ads stopped each evening (Sydney time). Rounded down to one decimal.
29%
Share of enquiries from the hot water ads, the largest single group of jobs
Since ads began
How it was measured
Enquiries recorded in Google Ads, grouped by the ad group that produced them, as a share of all enquiries. Rounded down.
How we measured +
Enquiries are tracked calls and forms recorded in Google Ads over the campaign’s full run of about twelve weeks. Rates divide enquiries by clicks in the same period. Service, device and hour breakdowns use the ad click, in Sydney time.
The ads
The Google ads we wrote and ran for 1UP Plumbing
Word for word from 1UP Plumbing's account. Each one served on Google, shown with its own click-through rate.
Sponsored
1
1UP Plumbing
1upplumbing.com.au/BathroomRenos/Sydney
Sydney Bathroom Plumber | Full Fit-Out Plumbing | Free Upfront Quotes
New showers, vanities and tapware fitted by licensed, insured local plumbers. Fixed pricing and guaranteed workmanship on every bathroom fit-out.
A real ad we wrote and ran for 1UP Plumbing.
Bathroom renovations
6.3% click-through rate
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the 1UP Plumbing project. Open a card for the finding and its source.
Service01
29%
Hot water brought in 29% of enquiries, the largest single group of jobs.
Hot water29%
Kitchen, bathroom and fixture work22%
General searches for a plumber21%
Leaks and roof plumbing12%
Gas fitting8%
Drains and blockages3%
The hot water ads, covering new systems, replacements, repairs and urgent no-hot-water calls, brought in 29% of enquiries from 25% of clicks. Kitchen and bathroom work and general searches for a plumber each brought in about a fifth. Drain and blockage ads drew 7% of clicks but only 3% of enquiries.
Source and basis. Enquiries recorded in Google Ads, grouped by the theme of the ad group that produced them, as a share of all enquiries since ads began. Urgent general ads, a small group, are not shown. Rounded down.
Timing02
1.5×
Clicks made between 7am and 5pm became enquiries 1.5 times as often as evening clicks.
Clicks 7am to 5pm that became an enquiry12%
Clicks after 5pm that became an enquiry8%
Daytime clicks were 72% of all clicks but produced 80% of enquiries. People still clicked after 5pm, but fewer of them rang or sent a form. For a plumber, that is a reason to weight the budget toward the working day and keep evening ads for urgent jobs.
Source and basis. Enquiries divided by clicks, grouped by the hour of the click in Sydney time, since ads began. The ads ran from 7am into the evening. The 1.5 times is the daytime rate divided by the evening rate, rounded down.
Calls03
72%
72% of enquiries were phone calls, and three in four clicks came from a mobile.
Phone calls72%
Web forms28%
Most people with a plumbing problem picked up the phone. Three in four clicks came from a mobile and 72% of enquiries were calls rather than web forms. That is why the call button sits at the top of every service page, and the form asks only for a rough description of the job.
Source and basis. Tracked phone calls as a share of all enquiries recorded in Google Ads since ads began. Mobile share is Google Ads clicks on mobile phones as a share of all clicks. Rounded down.
Services in the campaign
1UP Plumbing · Sydney, NSW
Services in the campaign
The advertising covers drains and pipe repairs, leaks and household plumbing, hot water and gas and roof and gutter services.
Drains and pipe repairs
Blocked drains
Blocked toilets
Blocked kitchen sinks
CCTV drain inspections
Show all 11 services+
Drain cleaning and jetting
Pipe relining
Pipe patching
Pipe excavation and replacement
Tree-root blockages
Sewer repairs
Stormwater drainage
Leaks and household plumbing
Burst-pipe repairs
Leaking taps and tap installation
Shower repairs
Toilet repair and installation
Show all 8 services+
Kitchen plumbing
Bathroom and renovation plumbing
Backflow prevention
Emergency plumbing
Hot water and gas
Hot-water systems
Hot-water repairs
Hot-water replacement and installation
Gas fitting and gas plumbing
Show all 5 services+
Gas-leak detection and repairs
Roof and gutter services
Roof plumbing
Roof-leak repairs
Campaign hours
Campaign schedule · Sydney local time
General service campaign — Monday–Friday: 7am–10pm
Emergency-service campaign — Every day: 7am–11pm
Project journey
Website development · 1UP Plumbing
We built their website, too.
Explore the website we designed for 1UP Plumbing: the pages, the mobile experience and the path to an enquiry.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
Put your own numbers to work: the missed-call calculator, with your own click price and close rate. It takes about a minute and asks for nothing.
— 06 · The rules behind it
How we run accounts
How we manage the campaign.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to plumbing businesses.
We took every enquiry recorded in Google Ads, as tracked phone calls and web forms, and divided it by Google Ads clicks over the same days, from the first day of ads to the last. The result is rounded down.
What counts as an enquiry?
A tracked phone call from the ads or a web form sent from an ad visit. Both are recorded against the ad group that produced them, which is how the job groups on this page were measured.
Why did hot water bring in the most enquiries?
A failed hot water system is urgent and easy to describe, so people searching for it tend to be ready to talk to a plumber. The hot water ads covered new systems, replacements, repairs and urgent no-hot-water calls, each landing on the hot water page.
Should a plumber switch off evening ads?
Not necessarily. Evening clicks became enquiries less often, so the budget should lean toward the working day, but urgent jobs still come in after 5pm. Keeping evening ads to urgent services is a sensible middle path.
What do the results in this 1UP Plumbing case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: Since ads began. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for plumbing businesses like mine?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
More work for plumbing businesses.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
Plumbing marketing at scale
We run Google Ads, websites and call tracking for plumbing companies of every size, from growing local plumbers to large plumbing companies covering every service and suburb across Sydney.
The same structure carries from a single-region plumber to a company covering a whole city: a campaign and a page for each service, a page for each suburb, tracked calls and forms, and won-job values sent back to Google.
organised into service menus and matching quote pages
Website delivery
Bayside Plumbing: a Sydney plumbing website with a menu for every trade. See the design, service pages and enquiry experience.
Bayside Plumbing is a family plumbing business run by two Master Plumbers from Rosebery, covering twelve trades across Greater Sydney, NSW.
Delivered: 764 pages: 12 trades, 53 specific jobs and 688 suburb pages. A Services menu that opens each trade on its specific jobs, a crew photo and a call button.
Outcome: We built a Services menu that opens each trade on its specific jobs, a crew photo and a call button. We also added service pages with the quote form already set to the service.
RAKS Quality Plumbing: a plumbing website that explains the job before the call. See the design, service pages and enquiry experience.
RAKS Quality Plumbing is a licensed plumbing crew based in Wahroonga, serving Sydney, with suburb pages across the North Shore, the Northern Beaches and the northern suburbs.
Delivered: 153 pages: 18 services in five groups and 119 suburb pages in four regions. One services menu with the popular jobs and a call button beside each service.
Outcome: We built one services menu with the popular jobs and a call button beside each service. We also added service pages with three scope options and the four steps after a call.
1/4 · The home page leads with the call button, keeps a quote form in the first screen and fixes
Website development
Wilco Plumbing
PlumbingWebsite design
Sydney, NSW
Built for calls
a call bar on every screen, a full-screen quote form and a page for every service and Sydney suburb
Website design and Google Ads management
How SoudCoh built Wilco Plumbing’s Sydney-wide website and runs its Google Ads: a page for every service and suburb, a call bar on every screen and a quote form that opens from any button.
Wilco Plumbing serves homes across Sydney with drainage, hot-water, leak, emergency and maintenance services, with its own plumbers and vans.
Delivered: A call bar with the call-out offer fixed to the bottom of every page. A full-screen quote form opened by every quote and booking button.
Outcome: A Sydney-wide website and search marketing built so that every page, every scroll and every form leads back to a call.
interactive tools and service-specific quote forms
Website delivery
Aussie Plumbing: a plumbing website with problem finders and local booking pages. See the design, service pages and enquiry experience.
Aussie Plumbing is the plumbing business of Aussie Home Services, alongside Aussie Drains and Aussie Electrical, with licensed plumbers and gas fitters across Sydney, the Central Coast and the Blue Mountains.
Delivered: 677 pages: 108 services, 7 service group hubs, 471 suburbs, 22 regions and 53 guides. Suburb pages that fill the suburb into the quote form, and service pages that preset the service.
Outcome: We built suburb pages that fill the suburb into the quote form, and service pages that preset the service. We also added a plumbing problem finder, an interactive house diagram and a suburb map with postcode search.
