Aussie Drains · Drain clearing, inspection and pipe repair · Sydney, NSW

Aussie Drains: almost 1 in 5 Google Ads enquiries became won jobs

In the first 18 days after its Google Ads relaunch, almost one in five Aussie Drains enquiries became a won job, and website forms brought 74% of won value. It is an early read on a young account, measured on won work from the client’s job records rather than on clicks.

Services: Google Ads management · Website design and landing pages

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Aussie Drains · Sydney, NSW

Services in the campaign

The advertising covers drains and pipe repairs.

Drains and pipe repairs

Blocked drains
Blocked toilets
Bathroom and shower drains
Drain cleaning and jetting

Show all 10 services

Pipe relining
Pipe patching
Pipe excavation and replacement
Tree-root blockages
Sewer repairs
Stormwater drainage

Campaign hours

Campaign schedule · Sydney local time

Every day: 7am–6pm

The results

Results for Aussie Drains.

Each result shows its reporting period. Open a tile for the measurement basis.

Headline result
18%
of Google Ads enquiries became won jobs, almost 1 in 5
First 18 days after the relaunch
74%
Share of won job value from website form enquiries
First 18 days after the relaunch
2.8×
How much more likely a form enquiry was to become a won job than a phone call
First 18 days after the relaunch
71%
Share of won job value from evening, early-morning and weekend enquiries
First 18 days after the relaunch

How we measured

Figures cover the first 18 days after relaunch. Won jobs are traced ad enquiries marked won in the client’s records; an earlier separate test is excluded. Form and call matches use contact details. The period contains few won jobs, with newer enquiries still open.

In one minute

The 60-second version

Aussie Drains, from the brief to the result in 4 short slides.

The business
A drain specialist across Sydney
Aussie Drains clears, inspects and repairs drains across Sydney, the Central Coast and the Blue Mountains, from blocked sinks to relining and dig-up repairs, with a camera-checked result.
The problem
Drain work arrives at all hours, in all sizes
A drain enquiry can be a quick clear or a dig-up, and it rarely waits for business hours. The relaunch had to catch both, and show which enquiries became won work.
What we built
Ads by drain problem and suburb, traced to won jobs
Ads for each drain job, from blocked drains to relining and stormwater, plus suburb ads, landing on matching service and suburb pages, with every enquiry traced to the job records.
What we learned
Forms and out-of-hours enquiries carried the value
Website forms were about a fifth of enquiries but brought in 74% of won job value. Evening, early-morning and weekend enquiries brought in 71%.
74%of won job value came from website forms

Insights

What the data showed

Details from the Aussie Drains project. Open a card for the finding and its source.

Calls
74%
Website forms were about a fifth of enquiries but brought in 74% of won job value
- Website forms74%
- Phone calls26%
Most Aussie Drains enquiries were phone calls, but the bigger jobs came through the website form. A form enquiry was 2.8× as likely as a call to become a won job, and the average form job was worth almost four times as much. In a call-heavy trade, the form deserves the same attention as the phone.
Timing
71%
Evening, early-morning and weekend enquiries brought in 71% of won job value
- Out-of-hours share of enquiries36%
- Out-of-hours share of won job value71%
Enquiries made outside business hours were about a third of the total but produced 71% of won job value. Even with the single biggest job left out, they still produced 58%. A blocked drain does not wait for office hours, and neither should the ads.
Local
52%
Searches naming a suburb were under a fifth of enquiries but brought in 52% of won job value
- Suburb-named searches: share of enquiries18%
- Suburb-named searches: share of won job value52%
When someone added their suburb to a drain search, the enquiry was worth far more on average than the rest. It rests on a handful of jobs, so we treat it as a direction to test rather than a rule. It does support keeping suburb ads that land on the matching suburb page.

Website development · Aussie Drains

We built their website, too.

Explore the website we designed for Aussie Drains: the pages, the mobile experience and the path to an enquiry.

Read full website case study

Website showcase

A closer look at the website.

Explore Aussie Drains’ website, from the first impression to the details.

Aussie Drains blocked-drain service page with under-sink working imagery — Match the page image to the customer problem — The blocked-drain destination shows work beneath a kitchen sink beside a focused service heading. The consistent blue contact controls connect the more specific page to the same enquiry route.

01 / 02 · Match the page image to the customer problem — The blocked-drain destination shows work beneath a kitchen sink beside a focused service heading. The consistent blue contact controls connect the more specific page to the same enquiry route.

The starting point
Aussie Drains
Aussie Drains is a drain specialist serving Sydney, the Central Coast and the Blue Mountains.
Drain clearing, inspection and pipe repair · Sydney, NSW
SoudCoh services
- Google Ads management
- Website design and landing pages
What we put in place
The campaign work
- Service-specific ads for blocked drains, CCTV inspection, jetting, relining and stormwater, plus suburb ads.
- Every call and form traced from the ad to the client’s won-job records.
- A connected website with service and suburb pages for the ads to land on.
Services in the campaign
Drains and pipe repairs
- Blocked drains
- Blocked toilets
Explore all campaign services
What the project delivered
The outcome
Almost one in five Google Ads enquiries became a won job in the first 18 days after the relaunch, with website forms bringing in 74% of won job value.

In this case study

White paper · PDF

Marketing for home services in Australia

58 pages · 2.3 MB

Download this PDF Read it on the page

The business

Aussie Drains is a drain specialist serving Sydney, the Central Coast and the Blue Mountains. Its work runs from clearing blocked drains with high-pressure jetting and tree-root removal, through CCTV camera inspections and stormwater and ag-line drainage, to pipe relining and digging up and repairing buried drains. The business promises a camera-checked result, so the customer sees the cleared line on screen.

What we set out to do

A blocked drain rarely waits for business hours, and a drain enquiry can be anything from a quick clear to a dig-up. The relaunch had to bring in enquiries across that range, at any hour, and show which ones turned into won jobs, so the next round of budget goes where the work is.

What we built

The account separates the drain problem a customer notices from the service that fixes it.

Blocked drains, toilets and kitchen sinks
Smelly or slow drains
CCTV inspection
Hydro jetting and high-pressure cleaning
Pipe relining and no-dig repair
Stormwater repairs

A separate set of suburb ads answers searches that name a suburb. Behind the ads sits the Aussie Drains website, with service pages and suburb pages for the ads to land on. Every call and form from the ads is traced to the client’s won-job records, which is how the figures on this page are measured.

What happened

The value did not arrive evenly. Website forms were about a fifth of enquiries but brought in 74% of won job value, and a form enquiry was 2.8× as likely as a call to become a won job. Enquiries made in the evening, early morning or on a weekend were about a third of the total and brought in 71% of won job value.

What informed the next steps

Treat the form as seriously as the phone. In a call-heavy trade it is easy to see the form as an extra. Here it carried most of the value.
Out-of-hours enquiries carry the value. Even with the single biggest job left out, evening, early-morning and weekend enquiries still brought in 58% of won job value.
Suburb searches are worth a closer look. Searches naming a suburb were under a fifth of enquiries but brought in 52% of won job value. It rests on a handful of jobs, so it is a direction to test rather than a rule.

Return on ad spend will settle as recent enquiries are quoted and won. For now, the clearer measures are the share of enquiries becoming won work and where that work comes from.

See the pages, mobile layout and enquiry options in the Aussie Drains website case study. Related work: Aussie Leak Detect campaign case study.

For a plumbing business with several services or service areas, our Google Ads management plans campaigns around the jobs you want to win and measures them on won work.

Key campaign decisions

Almost one in five Google Ads enquiries became a won job in the first 18 days after the relaunch.
Website forms were about a fifth of enquiries but brought in 74% of won job value, and were 2.8× as likely as a call to become a won job.
Evening, early-morning and weekend enquiries were about a third of the total and brought in 71% of won job value.

What the results measure.

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 lead-to-job calculator, with your own click price and close rate. It takes about a minute and asks for nothing.

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.

Rule 01
Count real enquiries only
The number it moves: True cost per lead
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.
Rule 08
Build on practical campaign experience
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.

See SoudCoh Compound

If you want one of these

What actually happens after the first call.

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.

The first call is free and there is no deck.

Book a call

How was the 18% measured?

We counted the Google Ads enquiries (calls and website forms, test entries removed) that became at least one won job in the client’s job records, and divided by all Google Ads enquiries over the same days.

Why did website forms bring in more value than calls?

Form enquiries were 2.8× as likely as calls to become won jobs, and the average form job was worth almost four times as much. Calls are matched to jobs by contact details, which can miss some calls, so the gap could be a little smaller than it looks.

What counts as an out-of-hours enquiry?

Any enquiry made before 7am, from 5pm onwards, or on a Saturday or Sunday, local time. Those enquiries were about a third of the total and brought in 71% of won job value.

Is the earlier test campaign included?

No. A shorter test of a different campaign ran before the relaunch and is not part of these figures. Everything on this page covers the first 18 days after the relaunch.

What do the results in this Aussie Drains 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: First 18 days after the relaunch. 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.