Aussie Plumbing · Plumbing, blocked drains and hot water · Sydney, NSW
Aussie Plumbing: connecting plumbing ads, enquiries and won jobs
Aussie Plumbing's campaigns link service and suburb searches to matching pages, tracked calls and web forms. About one in five traced Google Ads enquiries became a won job, giving the team a view of which enquiries turned into booked work.
Services
Google Ads management · Website design and landing pages · Service and location campaign planning
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
Bathroom and shower drains
Show all 11 services+
CCTV drain inspections
Drain cleaning and jetting
Pipe relining
Pipe patching
Tree-root blockages
Sewer repairs
Stormwater drainage
Leaks and household plumbing
Burst-pipe repairs
Water-leak detection
Leaking taps and tap installation
Shower repairs
Show all 9 services+
Toilet repair and installation
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
Roof repairs and restoration
Roof replacement
Show all 7 services+
Gutter cleaning
Gutter and downpipe repairs
Flashing and ridge repairs
Campaign hours
Campaign schedule · Sydney local time
Service-focused campaign / Local-area campaign — Every day: 7am–11:45pm
Blocked-drain campaign / Roofing campaign — Every day: 7am–6pm
Comparison-search campaign — Every day: 7am–11pm
Other served campaigns have no day or hour restriction recorded.
The results
Results for Aussie Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 5
Google Ads enquiries became a won job
Since ads began
How it was measured
Enquiries traced to Google Ads that led to at least one won job, divided by all enquiries traced to Google Ads (calls and forms, repeat calls counted separately, test entries removed) over the same days. Works out at 22%.
1.5×
Chance of a Google Ads call becoming a won job, compared with a web form
Since web forms began recording the ad click
How it was measured
Share of Google Ads calls that became a won job, divided by the same share for Google Ads web forms that recorded the ad click, over the same days. Rounded down.
49%
Won jobs that were won on the day of the enquiry or the day after
Since ads began
How it was measured
Days from each enquiry to the day the job was marked as won, across all won jobs in the client’s job records since ads began. Rounded down.
How we measured +
Enquiries are tracked campaign calls and forms carrying an ad click, with repeat calls included and tests removed. The overall won rate covers the full campaign. Call-versus-form comparisons cover the later weeks when forms recorded the click. Job value is the agreed price before costs.
In one minute
The 60-second version
Aussie Plumbing, from the brief to the result in 4 short slides.
01 The business
Aussie Plumbing
Aussie Plumbing is a large plumbing business serving Sydney, NSW.
02 What we delivered
Google Ads enquiries became a won job
Separate Google Ads campaigns for general plumbing, blocked drains, roof repairs and local areas. Service messages for emergency plumbing, hot water, leaks, gas, taps and toilets.
02
03 The customer journey
From the search to the right service
Service pages that explain the plumbing work and give customers clear contact choices. Calls and web forms from the ads matched to the client’s job records, so won work is counted against ad spend.
03
04 The result
Connecting plumbing ads, enquiries and won jobs
About one in five Google Ads enquiries became a won job since ads began.
04
01 / 04
Insights
What the data showed
Details from the Aussie Plumbing project. Open a card for the finding and its source.
Calls01
1.5×
Phone calls won more often than web forms, and brought in three-quarters of the won value
Phone call1.5×
Web form1×
Since web forms began recording the ad click, a Google Ads phone call has been 1.5× as likely as a web form to become a won job. Calls also brought in 75% of the won value over those weeks. For a plumbing business, that makes the phone line the sales desk.
Source and basis. Share of Google Ads calls that became a won job against the same share for web forms that recorded the ad click, and each one’s share of won job value, since web forms began recording the ad click. Rounded down.
Speed02
49%
Almost half the won jobs were decided within a day; the biggest jobs took a little longer
Won the same or next day49%
Won later51%
49% of won jobs were won on the day of the enquiry or the day after. The biggest quarter of jobs, which brought in about three-quarters of the won value, took a median of 4 days, and a quarter of them landed more than two weeks after the first contact. That is why the last 30 days read 2.1× so far: about a quarter of the won value from Google Ads usually arrives after the first two weeks, so recent figures rise as quotes are accepted.
Source and basis. Days from each enquiry to the day the job was marked as won, across all won jobs in the client’s job records since ads began. The biggest quarter of jobs by value is compared with the rest by median days. The share of won value arriving after two weeks counts Google Ads enquiries only. Rounded down.
Website development · Aussie Plumbing
We built their website, too.
Explore the website we designed for Aussie Plumbing: the pages, the mobile experience and the path to an enquiry.
Explore Aussie 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.
Desktop — a clear service promise, visible contact options and the client’s own identity.
01 / 02 · Desktop — a clear service promise, visible contact options and the client’s own identity.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Aussie Plumbing
Aussie Plumbing is a large plumbing business serving Sydney, NSW.
Plumbing, blocked drains and hot water · Sydney, NSW
SoudCoh services
Google Ads management
Website design and landing pages
Service and location campaign planning
What we put in place
The campaign work
Separate Google Ads campaigns for general plumbing, blocked drains, roof repairs and local areas.
Service messages for emergency plumbing, hot water, leaks, gas, taps and toilets.
Service pages that explain the plumbing work and give customers clear contact choices.
Calls and web forms from the ads matched to the client’s job records, so won work is counted against ad spend.
What the project delivered
The outcome
About one in five Google Ads enquiries became a won job since ads began. In the period when web forms recorded the ad click, calls were 1.5 times as likely as forms to become won jobs and accounted for 75% of traced won value. Almost half of won jobs were recorded on the enquiry day or the day after.
Aussie Plumbing's campaigns link service and suburb searches to matching pages, tracked calls and web forms. About one in five traced Google Ads enquiries became a won job, giving the team a view of which enquiries turned into booked work.
The business
Aussie Plumbing is an established Sydney plumbing business with a wide service list and a large service area. Its team handles everything from a dripping tap to a full hot water replacement:
Hot water repairs and replacements
Leak detection and burst pipes
Blocked drains, jetting and relining
Gas fitting and gas appliance installs
Roof plumbing, gutters and downpipes
Toilets, taps and fit-offs
That range is a strength, but it makes advertising harder. A customer with a failed hot water system and a customer with a blocked toilet want different answers, and they are worth very different amounts to the business.
What we set out to do
The aim was to show which Google Ads enquiries turned into won jobs, and what that work was worth against the ad spend. The measure that matters to a plumbing business is won work, so that is what we set out to count, rather than clicks or calls on their own.
What we built
Aussie Plumbing’s account separates general service, blocked-drain, roof-repair and location campaign streams. Gas fitting, hot water, toilets, leaking taps and showers appear alongside drain groups for toilets, bathrooms and smelly or slow drains. Location-named groups include Gosford, Umina Beach, Woy Woy, Chiswick, Campbelltown and Silverwater, so each service and local area has a clear place in the advertising.
Every call from the ads comes through the campaign’s tracked number, and web forms now record the ad click as well. Those enquiries are matched to the client’s job records, where the team marks each job as won with its agreed price. That is what lets us count won work against ad spend instead of estimating it.
Drain-cleaning offer creative A large service headline, drain equipment and a clear booking message give this offer one job: explain the drain-cleaning service at a glance.Hot-water page image A service image shows the type of work beside the hot-water page. It helps separate hot-water enquiries from other plumbing jobs.
The website gives the customer space to read about the service and find the next step. See the actual pages, mobile layout and enquiry options in the Aussie Plumbing website case study.
What happened
About one in five Google Ads enquiries became a won job since ads began. In the period when web forms recorded the ad click, calls were 1.5 times as likely as forms to become won jobs and accounted for 75% of traced won value. Almost half of won jobs were recorded on the enquiry day or the day after.
What informed the next steps
Small jobs are decided fast. 49% of won jobs were won on the day of the enquiry or the day after. For everyday work outside the biggest jobs, the typical gap from enquiry to won was a single day.
Big jobs run on a longer clock. The biggest quarter of jobs brought in about three-quarters of the won value and took a median of 4 days from enquiry to won, against 1 day for the rest. A quarter of those big jobs landed more than two weeks later. So a recent fortnight is not judged on its first reading: about a quarter of the won value from Google Ads usually arrives after the first two weeks.
Calls carry the account. Since web forms began recording the ad click, calls have won more often and brought in most of the value. The website matches that: a call button sits at the top of the mobile page, with a form for people who would rather write.
Aussie Plumbing's campaigns link service and suburb searches to matching pages, tracked calls and web forms. About one in five traced Google Ads enquiries became a won job, giving the team a view of which enquiries turned into booked work.
Separate Google Ads campaigns for general plumbing, blocked drains, roof repairs and local areas.
Service messages for emergency plumbing, hot water, leaks, gas, taps and toilets.
About one in five Google Ads enquiries became a won job since ads began. In the period when web forms recorded the ad click, calls were 1.5 times as likely as forms to become won jobs and accounted for 75% of traced won value. Almost half of won jobs were recorded on the enquiry day or the day after.
Tags
Google Ads
Plumbing, blocked drains and hot water
Sydney, NSW
That is one account. Yours is a different one.
We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.
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.
Separate Google Ads campaigns for general plumbing, blocked drains, roof repairs and local areas. Service messages for emergency plumbing, hot water, leaks, gas, taps and toilets. Service pages that explain the plumbing work and give customers clear contact choices. Calls and web forms from the ads matched to the client’s job records, so won work is counted against ad spend.
Do phone calls or web forms win more work?
Calls. Since web forms began recording the ad click, a Google Ads call has been 1.5× as likely as a web form to become a won job, and calls brought in 75% of the won value over those weeks.
What do the results in this Aussie 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.
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.
How quickly could we start seeing enquiries?
It depends on the channel. Paid search meets demand that already exists, so calls and forms can arrive within hours of launch, and the first two to four weeks are an optimisation period where waste is cut daily. Most accounts settle into their best rhythm around 60 to 90 days. SEO, content and brand work run on a much longer clock — months rather than weeks — and we will tell you which one your situation actually needs.
— 09 · Read next
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ABZ Plumbing: a Brisbane plumbing website with a booking card for each job. See the design, service pages and enquiry experience.
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Alliance Plumbing: a plumbing website with an emergency menu and problem finder. See the design, service pages and enquiry experience.
Alliance Plumbing is a Brisbane plumbing business with a head office in Coorparoo, working across Greater Brisbane.
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