ABZ Plumbing · Residential and commercial plumbing · Brisbane, QLD
ABZ Plumbing: one in eight ad clicks became a call or quote request
ABZ Plumbing turned about one in eight Google Ads clicks into a tracked call or quote request, and about two in three Brisbane enquiries were phone calls. Nearly three in four ad clicks came from a mobile phone, hot water searches drew 38% of clicks, and click-through rate rose 22% from the first 30 days of the ad period to the last 30.
Services
Google Ads management · Enquiry tracking · Website design and landing pages
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
CCTV drain inspections
Pipe relining
Stormwater drainage
Leaks and household plumbing
Burst-pipe repairs
Underground and slab leaks
Leaking taps and tap installation
Shower repairs
Show all 7 services+
Toilet repair and installation
Bathroom and renovation plumbing
Emergency plumbing
Hot water and gas
Hot-water systems
Hot-water repairs
Hot-water replacement and installation
Roof and gutter services
Roof-leak repairs
Campaign hours
Campaign schedule · Sydney local time
Monday, Tuesday, Wednesday, Thursday: 7am–10pm
The results
Results for ABZ Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 8
Google Ads clicks became a tracked call or quote request
While the ads ran
How it was measured
Calls to the Google Ads tracking number plus web forms carrying a Google Ads click, divided by Google Ads clicks over the same days. Test entries removed.
2 in 3
Enquiries that were phone calls, counting every web form
While the ads ran
How it was measured
Calls to the Google Ads tracking number as a share of those calls plus every web form received over the same days, whatever the form's source. Counting every form keeps the call share conservative.
74%
Ad clicks that came from a mobile phone
While the ads ran
How it was measured
Clicks on mobile phones as a share of all Google Ads clicks over the same days. Rounded down.
38%
Ad clicks that came from hot water searches
While the ads ran
How it was measured
Clicks on the hot water repair and replacement ads as a share of all Google Ads clicks over the same days. Rounded down.
+22%
Rise in click-through rate, last 30 days of the ad period against the first 30
First and last 30 days of the ad period
How it was measured
Clicks divided by ad impressions in the last 30 days of the ad period, compared with the first 30 days. The rate rose from about 6% to about 7% of impressions. The 22% compares the two rates before rounding and is rounded down.
How we measured +
Figures cover about nine weeks, including a pause. Enquiries are tracked ad calls and forms carrying a Google Ads click, with test entries removed. The call-share denominator includes all website forms. First- and last-30-day click-rate comparisons contain different numbers of active advertising days.
In one minute
The 60-second version
ABZ Plumbing, from the brief to the result in 5 short slides.
01 The business
A Brisbane plumber for emergencies and planned work
ABZ Plumbing covers Brisbane's south and Logan with 24/7 emergency plumbing, hot water, leaks, blocked drains, taps and toilets, and renovation plumbing, with a free callout and fixed-price quotes.
02 The problem
Urgent jobs and planned jobs need different ads
Someone with a burst pipe wants a plumber now. Someone planning a new kitchen wants a quote. One general plumbing ad serves neither well, and the account had to show which searches turned into calls.
02
03 What we built
One ad group per job, each landing on its own page
Hot water, leaks, drains, emergencies, taps and toilets, and renovation plumbing each have their own ads and service page. Calls arrive on a tracked number and forms carry the ad click.
04 What happened
About one in eight clicks became a call or quote request
While the ads ran, about one in eight Google Ads clicks became a tracked call or quote request, and click-through rate rose 22% from the first 30 days of the ad period to the last 30.
1 in 8ad clicks became a tracked call or quote request
05 What we learned
Phone first, with hot water the biggest theme
About two in three enquiries were phone calls, nearly three in four clicks came from a mobile phone, and hot water searches drew 38% of clicks.
2 in 3enquiries were phone calls
01 / 05
Insights
What the data showed
Details from the ABZ Plumbing project. Open a card for the finding and its source.
Calls01
2 in 3
About two in three enquiries were phone calls, even counting every web form.
Phone calls67%
Web forms33%
Plumbing problems are often urgent, and a customer with water on the floor rings rather than types. The call button sits at the top of the home page and every service page, beside a free quote option for jobs that can wait.
Source and basis. Calls to the Google Ads tracking number as a share of those calls plus every web form received while the ads ran, whatever the form's source. Rounded down.
Service02
38%
Hot water searches drew 38% of ad clicks, the largest single group.
Hot water38%
Kitchen, laundry, tap and bathroom work27%
Leaks and pipes20%
Drains, emergencies and other repairs15%
Hot water repairs and replacements were the biggest theme by clicks, ahead of planned kitchen, laundry, tap and bathroom work at 27% and leaks and pipes at 20%. A plumber with both urgent and planned work needs ads for both, each landing on its own page.
Source and basis. Google Ads clicks grouped by the ad group that served the ad, as shares of all clicks while the ads ran. Shares rounded to whole numbers.
Device03
74%
Nearly three in four ad clicks came from a mobile phone.
Mobile phone74%
Desktop and tablet26%
Most people searched from a phone, often while dealing with the problem. The call button and the free quote button sit at the top of each page, so getting in touch takes one tap.
Source and basis. Clicks on mobile phones as a share of all Google Ads clicks while the ads ran. Rounded down.
The ads
The Google ads we wrote and ran for ABZ Plumbing
Word for word from ABZ Plumbing's account. Each one served on Google.
Fast emergency plumber across Logan & Brisbane. No callout fee, fixed pricing. Underwood-based plumber. Open Mon-Thu 7am-10pm. Same-day service available.
A real ad we wrote and ran for ABZ Plumbing.
Emergency plumber
Website development · ABZ Plumbing
We built their website, too.
Explore the website we designed for ABZ Plumbing: the pages, the mobile experience and the path to an enquiry.
Explore ABZ Plumbing’s website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Use a category page to introduce urgent work — The emergency destination gives its heading room over a vehicle image. Call and quote buttons sit alongside the introduction, creating a clear next step before the detailed services.
01 / 02 · Use a category page to introduce urgent work — The emergency destination gives its heading room over a vehicle image. Call and quote buttons sit alongside the introduction, creating a clear next step before the detailed services.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
ABZ Plumbing
ABZ Plumbing is a Brisbane plumbing business covering the south side and Logan, with 24/7 emergency work, hot water, leaks, drains, taps and toilets, and renovation plumbing.
Residential and commercial plumbing · Brisbane, QLD
SoudCoh services
Google Ads management
Enquiry tracking
Website design and landing pages
What we put in place
The campaign work
A Google Ads account with one ad group per plumbing job, each sending searchers to the matching service page.
Separate ads for urgent work, such as hot water, leaks and emergencies, and for planned kitchen, laundry, tap and bathroom work.
Tracked calls and traced web forms, reviewed by search group, enquiry type and device.
What the project delivered
The outcome
About one in eight Google Ads clicks became a tracked call or quote request, and about two in three enquiries were phone calls.
ABZ Plumbing turned about one in eight Google Ads clicks into a tracked call or quote request, and about two in three Brisbane enquiries were phone calls. Hot water searches drew the most clicks, with planned renovation work the next largest group.
The business
ABZ Plumbing is a Brisbane plumbing business covering the south side and Logan. It handles 24/7 emergency plumbing, hot water repairs and replacements, leak detection, blocked drains, taps and toilets, and kitchen, laundry and bathroom renovation plumbing. Customers get a free callout and a fixed-price quote.
What we set out to do
A plumber's customers fall into two groups. Some have a problem that cannot wait, such as a burst pipe or no hot water. Others are planning work, such as a new kitchen or bathroom. The aim was to meet both with ads about the specific job, send each search to the right page, and count which searches turned into calls and quote requests.
What we built
The account has one ad group per job: hot water repairs and replacement, leak detection, roof and shower leaks, blocked drains, emergencies, tap and toilet repairs, water mains, and kitchen, laundry and bathroom plumbing. Each ad sends people to the matching service page on the website.
The emergency plumbing page: call and free quote buttons sit at the top.
Calls from the ads arrive on a tracked number, and web forms that keep the ad click are traced to the ad behind them. Test entries are removed before anything is counted.
While the ads ran, about one in eight Google Ads clicks became a tracked call or quote request. About two in three enquiries were phone calls, even counting every web form whatever its source.
Click-through rate rose from about 6% of impressions in the first 30 days of the ad period to about 7% in the last 30, a rise of 22%.
Hot water leads, planned work follows
Hot water searches drew 38% of ad clicks, the largest single group. Planned work such as kitchen, laundry, mixer tap and bathroom plumbing drew 27%. Someone planning a job is ready to ask for a quote, and a page about that job gives them the reason to do it.
Phone first
Nearly three in four ad clicks came from a mobile phone, and most enquiries were calls. A customer with water on the floor rings rather than types, so the call button sits at the top of every page, beside the free quote option for work that can wait.
These figures rest on a modest number of enquiries, so they are a guide rather than a settled rate.
How we measured it
Tracked enquiries are calls to the Google Ads tracking number and web forms carrying a Google Ads click. The click-to-enquiry rate divides them by ad clicks over the same days. Click, device and search-group shares come from Google Ads, and search groups follow the ad group that served the ad.
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.
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.
How was the one in eight figure for ABZ Plumbing worked out?
We added calls to the Google Ads tracking number and web forms that carried a Google Ads click, then divided by the number of ad clicks over the same days. Test entries were removed first.
Why count every web form in the call share?
Some forms lose the ad click on the way through the site, so their source is unknown. Counting every form, whatever its source, keeps the call share conservative. Even so, about two in three enquiries were calls.
Why did hot water searches lead the clicks?
A hot water system that fails is a common, urgent problem, and people search for it by name. Hot water repairs and replacements each had their own ads and pages, and together they drew 38% of clicks.
Did planned renovation work bring enquiries too?
Yes. Kitchen, laundry, mixer tap and bathroom plumbing drew 27% of clicks, the second-largest group after hot water. Those searches come from people planning a job rather than fixing an emergency, which is why they have their own ads and pages.
What do the results in this ABZ 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: While the ads ran. 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.
