Aussie Plumbing · Roof repairs, leaks and restoration · Sydney, New South Wales
Aussie Plumbing: a dedicated Google Ads campaign for roof leaks and repairs
We gave Aussie Plumbing's roof work its own Google Ads campaign, budget and service messages. Searches for leaking ceilings, damaged flashing, gutters and roof vents led to roof-plumbing content with tracked contact options.
We gave Aussie Plumbing's roof work its own Google Ads campaign, budget and service messages. Searches for leaking ceilings, damaged flashing, gutters and roof vents led to roof-plumbing content with tracked contact options.
The business
Aussie Plumbing is a large plumbing business serving Sydney, the Central Coast and the Blue Mountains. Alongside drains, hot water, gas and bathrooms, its team handles roof plumbing: leaks, gutters, downpipes, flashing, tiles and roof vents. Its website gives leaks and roof work their own menu.
Why roof work got its own campaign
Roof repairs and leaks are different jobs from blocked drains or hot water. They come from different searches, they need different ads, and an urgent leak is a different conversation from a planned restoration. Mixed into the plumbing campaigns, roof searches would share one budget and get general plumbing ads. A separate campaign gives roof work its own ads and its own budget, and it shows how roof work performs on its own.
What we built
The roof campaign holds an ad group for each roof job: ceiling leaks and stains, skylight leaks, cracked and broken tiles, flashing and valleys, repointing and ridge capping, whirlybirds and vents, gutter cleaning and gutter guards, box gutters, downpipes and rainwater tanks that overflow. Each ad group has ads written for its job and sends people to the roof plumbing page.
Leaks and roof work have their own place in the menu, beside drains, hot water and gas.
Calls and forms from the ads are tracked, and when the client marks a job as won in its own job records, the agreed job price is matched back to the ad click. That lets the roof campaign be judged on won work, not clicks. The website behind the ads is covered in the Aussie Plumbing website case study.
Water management drew the clicks
Gutters, downpipes and overflowing tanks drew 44% of the roof campaign’s clicks, more than tiles, restoration or leaks. That is work a plumber already does, which makes it a natural fit for a plumbing business.
Roof vents drew the strongest response
Whirlybird and roof-vent ads were clicked 1.8 times as often as the roof campaign as a whole. Specific, visible problems make easy ads to answer.
We gave Aussie Plumbing's roof work its own Google Ads campaign, budget and service messages. Searches for leaking ceilings, damaged flashing, gutters and roof vents led to roof-plumbing content with tracked contact options.
A separate roof-repair campaign inside the plumbing account, with its own budget.
Ad groups for each roof job: ceiling leaks and stains, skylights, tiles, flashing, whirlybirds and vents, gutters, downpipes and tank overflow.
Across the campaign's run of just under five weeks, 9% of ad clicks became a tracked call or web form. Phone calls accounted for 79% of roof enquiries. Gutters, downpipes and overflowing tanks drew 44% of campaign clicks, helping show how customers searched for roof-plumbing work.
Tags
Google Ads
Roof repairs and leaks
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.
Desktop — a clear service promise, visible contact options and the client’s own identity.
Mobile — a readable page and a direct route to the next step.
The results
Results for Aussie Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Roof repairs
dedicated ads for gutters, leaks, vents and roof plumbing
Campaign delivery
How it was measured
A separate roof-repair campaign inside the plumbing account, with its own budget. Ad groups for each roof job: ceiling leaks and stains, skylights, tiles, flashing, whirlybirds and vents, gutters, downpipes and tank overflow.
9%
Roof-campaign ad clicks that became a tracked call or web form enquiry
The roof campaign’s run, just under five weeks
How it was measured
Google Ads enquiries (tracked calls and web forms) from the roof campaign, divided by its ad clicks. Rounded down.
79%
Roof enquiries that came in as phone calls rather than web forms
The roof campaign’s run, just under five weeks
How it was measured
Tracked calls as a share of all Google Ads enquiries from the roof campaign.
1.8×
Click-through rate on whirlybird and roof-vent ads, against the whole roof campaign
The roof campaign’s run, just under five weeks
How it was measured
Clicks divided by impressions for the whirlybird and roof-vent ad group, divided by the same rate for the whole roof campaign. Rounded down.
69%
Roof-campaign ad clicks from people on phones
The roof campaign’s run, just under five weeks
How it was measured
Clicks from mobile phones as a share of all roof-campaign clicks, as reported by Google Ads.
How we measured +
The roof campaign ran for just under five weeks. Enquiries are tracked calls and web forms recorded by Google Ads. Service and device shares use the roof campaign’s own clicks, with ad groups classified by the roofing job.
The ads
The Google ads we wrote and ran for Aussie Plumbing
Word for word from Aussie Plumbing's account. Each one served on Google, shown with its own click-through rate.
Cut roof heat and condensation with a new whirlybird. Supply, install and repair fast. Whirlybird or roof vent install and repair to keep your roof cooler and drier all year.
A real ad we wrote and ran for Aussie Plumbing.
Whirlybirds & vents
9.3% click-through rate
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the Aussie Plumbing project. Open a card for the finding and its source.
Service01
44%
Gutters, downpipes and overflowing tanks drew 44% of the roof campaign’s clicks.
Gutters, downpipes and tank overflow44%
Roof repairs, tiles and restoration20%
Whirlybirds and roof vents20%
Leaks, ceiling stains and skylights16%
Much of the roof demand was about getting water off the roof: gutters, box gutters, downpipes and rainwater tanks that overflow. That is work a plumber already does, so it fits a plumbing business better than full roof restoration.
Source and basis. Roof-campaign clicks grouped by the job each ad group targets, as a share of all roof-campaign clicks over the campaign’s run.
Search02
1.8×
Whirlybird and roof-vent ads were clicked 1.8 times as often as the roof campaign as a whole.
Whole roof campaign1×
Whirlybird and roof-vent ads1.8×
People looking for whirlybirds and roof vents clicked the ads far more readily than roof searchers as a whole. A clear, specific job makes an easy ad to answer.
Source and basis. Click-through rate (clicks divided by impressions) for the whirlybird and roof-vent ad group, divided by the rate for the whole roof campaign, over the campaign’s run. Rounded down.
Calls03
79%
Nearly four in five roof enquiries were phone calls.
Phone calls79%
Web forms21%
A leaking roof or an overflowing gutter is usually a call, not a form. 79% of roof enquiries came in by phone, and 69% of roof-ad clicks came from phones, so the call button has to be the first thing a visitor sees.
Source and basis. Tracked calls and web forms recorded as Google Ads enquiries from the roof campaign, as shares of the total, over the campaign’s run.
Services in the campaign
Aussie Plumbing · Sydney, New South Wales
Services in the campaign
The advertising covers drains and pipe repairs and roof and gutter services.
Drains and pipe repairs
Stormwater drainage
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
Every day: 7am–6pm
Project journey
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.
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.
A separate roof-repair campaign inside the plumbing account, with its own budget. Ad groups for each roof job: ceiling leaks and stains, skylights, tiles, flashing, whirlybirds and vents, gutters, downpipes and tank overflow. Ads sending people to the roof plumbing page, with tracked calls and web forms. Won jobs matched back to the ad click, so the roof campaign could be judged on won work, not clicks.
Why keep roof work in a separate campaign?
Roof repairs, gutters and leaks are different jobs from drains and hot water. A separate campaign gives them their own ads and their own budget, and it shows how roof work performs on its own instead of hiding it inside the plumbing numbers.
Which roof searches responded best?
Whirlybird and roof-vent ads drew 1.8 times the campaign’s click-through rate. Gutters, downpipes and tank overflow drew the most clicks overall, at 44% of the campaign’s clicks.
Is this the same business as Aussie Roofing?
No. Aussie Roofing is a separate brand with its own account and its own case study. This study covers only the roof campaign inside Aussie Plumbing’s account.
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: Campaign delivery. 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.
