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
CCTV drain inspections
Drain cleaning and jetting
Show all 6 services+
Sewer repairs
Stormwater drainage
Leaks and household plumbing
Burst-pipe repairs
Water-leak detection
Leaking taps and tap installation
Shower repairs
Show all 8 services+
Toilet repair and installation
Kitchen plumbing
Bathroom and renovation plumbing
Backflow prevention
Hot water and gas
Hot-water systems
Hot-water repairs
Gas fitting and gas plumbing
Gas-leak detection and repairs
Roof and gutter services
Roof plumbing
Roof-leak repairs
Roof repairs and restoration
Campaign hours
Campaign schedule · Sydney local time
Monday–Friday: 7am–4pm
The results
Results for Alliance Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
2.1×
more Google Ads enquiries a month
Best full month compared with the first full month
How it was measured
A Google Ads search campaign with an ad group for each job the business wants, most sending people to the matching service page. Roof plumbing and gas ad groups, including gas leak detection and gas compliance, alongside everyday repairs.
1.6×
More Google Ads enquiries in the latest full month than in the first
Latest full month compared with the first full month
How it was measured
Google Ads enquiries in the most recent complete month, divided by the first full month of ads. Rounded down.
1 in 5
Ad clicks that became a tracked call or web form enquiry
Since ads began
How it was measured
Google Ads enquiries (tracked calls and web forms) divided by ad clicks, over every day the ads ran. The rate is 21%, rounded down.
62%
Share of all Google Ads enquiries that came from the roof plumbing and gas ads
Since ads began
How it was measured
Google Ads enquiries from the ad groups for roof plumbing, gas fitting, gas leak detection and gas compliance, as a share of all Google Ads enquiries. Rounded down.
1.3×
Click-to-enquiry rate of the roof and gas ads, against every other ad group
Since ads began
How it was measured
Enquiries divided by clicks for the roof plumbing and gas ad groups, divided by the same rate for all other ad groups combined. Rounded down.
How we measured +
Enquiries are tracked calls and forms recorded by Google Ads, with test entries removed. The headline compares the best full month with the first full month. It is a peak-month comparison, while other results use their stated periods.
In one minute
The 60-second version
Alliance Plumbing, from the brief to the result in 4 short slides.
01 The business
A Brisbane plumber for homes, gas work and roofs
Alliance Plumbing handles roof plumbing, gas fitting, leaks, hot water, toilets, bathrooms and drains across Brisbane, with same-day service and an upfront quote before work starts.
02 The problem
Grow the enquiries, not just the budget
The account needed to grow. Extra budget only helps if each added dollar still brings in calls, so the build had to show which jobs and which hours produced enquiries.
02
03 What we built
An ad group for each job, sending people to its service page
Ad groups for roof plumbing, gas fitting, leaks, hot water, toilets, backflow and drains, each with its own ads and most with their own service page. The ads run on weekdays in business hours.
04 What we learned
Roof and gas work carried the account
Roof plumbing and gas ads produced 62% of enquiries from 55% of the clicks, and turned clicks into enquiries 1.3 times as often as the rest of the account.
62%of enquiries from the roof plumbing and gas ads
01 / 04
Insights
What the data showed
Details from the Alliance Plumbing project. Open a card for the finding and its source.
Service01
62%
Roof plumbing and gas ads produced 62% of enquiries from 55% of the clicks.
Roof plumbing27%
Gas fitting, leak detection and compliance35%
Every other job38%
The account also advertises everyday repairs such as leaking showers, hot water and toilets, yet the roof plumbing and gas ads brought in more than three in five enquiries. Both are jobs most homeowners can’t attempt themselves, so the person searching is usually ready to call a licensed plumber.
Source and basis. Google Ads enquiries by the job each ad group targets, as a share of all Google Ads enquiries since ads began. The click share is the same grouping applied to ad clicks.
Search02
1.3×
Roof and gas searches turned clicks into enquiries 1.3 times as often as other plumbing searches.
All other ad groups1×
Roof plumbing and gas ad groups1.3×
A click on a roof plumbing or gas ad was more likely to end in a call or form than a click on any other part of the account. That made those ad groups the safest place to add budget as the account grew.
Source and basis. Enquiries divided by clicks for the roof plumbing and gas ad groups, divided by the same rate for every other ad group, since ads began. Rounded down.
Timing03
40%
Late morning brought 40% of enquiries, and every part of the day converted at about 1 in 5 clicks.
Start of the day27%
Late morning to lunch40%
Afternoon33%
The ads run on weekdays during business hours, when the team can answer the phone. The rate at which clicks became enquiries barely moved from the first hour to the last, so no part of the schedule was dead weight.
Source and basis. Google Ads enquiries by the hour of the click, in three blocks of the account’s schedule: 7 to 10am, 10am to 1pm and 1 to 4pm (account time zone). Each block converted about 21% of its clicks.
Measured improvements
What improved in Alliance Plumbing’s account
Best full month compared with the first full month Enquiries are recorded calls or submitted forms; booked jobs are a separate outcome.
ad spend, with enquiries up 2.1×, so each enquiry cost less
1.8×Best full month compared with the first full month
Before and after — each row against its own starting point
Monthly ad spendMultiple of the starting month
Start 1×Best month 1.8×
Best full month compared with the first full month
Monthly enquiriesMultiple of the starting month
Start 1×Best month 2.1×
Best full month compared with the first full month
81% of enquiries were phone calls
65% of ad clicks came from mobile
How we did it
Built the account to scale by job and by place
We built campaigns around the jobs the business wants, organised into 41 ad groups and 483 keywords. Budget can then be added where a service or suburb is proven, instead of raising everything at once.
Cut the searches that were never going to book
258 negative keywords now block job-seeker, free-help and out-of-scope searches, and 2,636 unique search terms have been read and sorted. Money that used to buy the wrong clicks now buys the right ones.
Matched every ad to the job searched
120 responsive search ads are live, each written for the ad group it serves — the problem, the service and the next step — so more of the people who click go on to call or enquire.
Each change uses the comparison period shown beside it.
The ads
The Google ads we wrote and ran for Alliance Plumbing
Word for word from Alliance Plumbing's account. Each one served on Google.
Explore Alliance 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.
Keep the local service introduction direct — The Brisbane headline and three promises sit on a dark panel, with the callback form beside them and the phone number in the header.
01 / 02 · Keep the local service introduction direct — The Brisbane headline and three promises sit on a dark panel, with the callback form beside them and the phone number in the header.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Alliance Plumbing
Alliance Plumbing is a Brisbane plumbing and gas business handling roof plumbing, gas fitting, leaks, hot water, toilets, bathrooms and drains for homes and commercial properties.
Plumbing, drainage and gas — residential and commercial · 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 search campaign with an ad group for each job the business wants, most sending people to the matching service page.
Roof plumbing and gas ad groups, including gas leak detection and gas compliance, alongside everyday repairs.
A weekday business-hours schedule, so the ads run when the team can answer the phone.
Tracked calls and web forms recorded against the ads, with test entries removed.
What the project delivered
The outcome
A Google Ads search campaign with an ad group for each job the business wants, most sending people to the matching service page. Roof plumbing and gas ad groups, including gas leak detection and gas compliance, alongside everyday repairs.
Alliance Plumbing is a plumbing and gas business in Brisbane, QLD. Its team handles roof plumbing, gas fitting and gas leak detection, leaking showers and taps, hot water systems, toilets, bathrooms, backflow prevention and drains, for homes, commercial properties and body corporates. Customers get same-day service and an upfront quote before work starts.
What we set out to do
The account needed to grow. More budget only helps if each extra dollar still brings in calls, so the build had to show which jobs and which hours produced enquiries, and send the budget there first. Every enquiry had to be a real tracked call or web form, not a page view or a click.
What we built
One search campaign holds an ad group for each job the business wants: roof plumbing, gas fitting, gas leak detection and gas compliance, leaking showers, hot water, toilets, bathrooms, backflow, drains and more. Each ad group has its own ads, and most send people to the matching service page, so someone searching for a gas fitter lands on the gas fitting page.
Service pages lead with the job and keep the phone number in reach.
The ads run on weekdays during business hours, when the team can answer the phone. Calls arrive on tracked numbers and web forms are recorded against the ads, with test entries removed before anything is counted.
Across every day the ads have run, about one in five ad clicks became a tracked call or web form enquiry, and about four in five enquiries were phone calls.
Roof and gas work carried the account
The roof plumbing and gas ad groups produced 62% of all Google Ads enquiries from 55% of the clicks. Their clicks became enquiries 1.3 times as often as clicks on every other ad group. Both are jobs most homeowners can’t attempt themselves, so the person searching is usually ready to call a licensed plumber. As the account grew, those ad groups were the safest place to add budget.
Every part of the business day converted
Late morning to lunch brought in 40% of enquiries, but the rate at which clicks became enquiries barely moved across the day: about 21% in every block of the schedule. No part of the business day was wasted, which supports keeping the full schedule rather than trimming hours.
How we measured it
An enquiry is a tracked phone call or web form recorded as a Google Ads conversion. Monthly comparisons use full months of ads, and since ads began covers every day from the first day of ad spend. Shares group the ad groups by the job they target. Won-job values are not reported here because the job records behind them do not yet cover the full period.
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 same figure, on your own numbers, 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.
Both are jobs most homeowners can’t do themselves. Gas work needs a licensed gas fitter and roof work means working at height, so the person searching is usually ready to call. Those ad groups produced 62% of enquiries from 55% of the clicks.
When do the ads run?
On weekdays during business hours, when the team can answer the phone. Every part of the day converted clicks to enquiries at about the same rate, around one in five.
What did SoudCoh deliver for Alliance Plumbing?
A Google Ads search campaign with an ad group for each job the business wants, most sending people to the matching service page. Roof plumbing and gas ad groups, including gas leak detection and gas compliance, alongside everyday repairs. A weekday business-hours schedule, so the ads run when the team can answer the phone. Tracked calls and web forms recorded against the ads, with test entries removed.
What do the results in this Alliance 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: Best full month compared with the first full month. 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.
How much would this cost to run?
Two separate numbers. Your ad spend goes to the platform, and what it needs to be depends on how competitive your market is and how many jobs you want — we recommend a minimum of A$5,000 a month for most businesses, and the largest companies we work with currently invest up to A$30,000 a day in advertising, with enterprise programmes above that. Our management fee is separate, isn't published and is custom-built around the work — contact us for packages. The first call is free and you leave it with a real figure for your situation.
— 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.
