Bayside Plumbing · Plumbing, blocked drains and hot water · Sydney, NSW
Bayside Plumbing: 5.2× return on Google Ads in the first 30 days
Over the first 30 days of Google Ads, Bayside Plumbing recorded 5.2× return on Google Ads spend in agreed won-job value. Separate Google Ads campaigns for searches naming a Sydney suburb and for service searches.
Over the first 30 days of Google Ads, Bayside Plumbing recorded 5.2× return on Google Ads spend in agreed won-job value. Separate Google Ads campaigns for searches naming a Sydney suburb and for service searches.
The business
Bayside Plumbing is a Sydney plumbing business. Its work runs from blocked drains, hot water and gas fitting to leak detection, taps, toilets, showers and vanities, for homes as well as cafés and restaurants.
Most of the won work that came through Google Ads started with someone searching on a mobile phone, so the pages and contact options had to work on a small screen.
What we set out to do
The goal was simple to state: Google Ads that bring in plumbing work worth more than they cost, measured in won jobs rather than clicks or calls. That meant tracing every enquiry back to the ad that produced it, and matching it to the jobs Bayside actually won, at the agreed price.
We also wanted to learn which searches, times of day and contact methods produced the best work, so the budget could follow them.
What we built
We split the account by how people search. One campaign answers searches that name a Sydney suburb. Another answers service searches: blocked drains, emergency plumbing, hot water, gas fitting, leaks, taps and toilets. A dedicated drainage campaign has just been added.
Each ad lands on a page that matches the search. The blocked-drains page opens with a quote form already set to blocked drains, and suburb pages lead with local service information. On a phone, a large call button sits just under the introduction.
The blocked-drains page carries the search straight into a matching quote form.
Every call and website form is traced to Google Ads and lands in the client's job records. When Bayside wins a job, it marks it won with the agreed price, so every figure on this page comes from real job outcomes. See the pages, mobile layout and enquiry options in the Bayside Plumbing website case study.
What happened
Bayside Plumbing recorded 5.2× in agreed won-job value against Google Ads spend over first 30 days of Google Ads. Separate Google Ads campaigns for searches naming a Sydney suburb and for service searches. The result uses enquiries traced to Google Ads and the client’s recorded won jobs, measured against ad spend for the same period. It is revenue before service costs and agency fees.
What informed the next steps
Unless noted, these findings cover every Google Ads enquiry since ads began.
Forms brought larger jobs, calls brought most of the value
The typical job won from a website quote form was worth about 1.5 times the typical job won from a phone call. Calls still brought in more than half of won job value, so both routes stay open and easy to use.
Most of the value started on a phone
62% of won job value came from people who clicked the ad on a mobile phone. For a plumber, a clear call button and a short form that works on a small screen are where the work starts.
The return is spread across many jobs
For a plumbing business with several services or service areas, our Google Ads management plans campaigns around the jobs you want to win.
Key campaign decisions+
Bayside's Google Ads returned 5.2 times the ad spend in won jobs over the first 30 days, and 5.6 times over the first 14.
No single job made up more than 14% of won value since ads began, so the result rests on many jobs, and 62% of won value came from people on a mobile phone.
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.
Desktop — a clear service promise, visible contact options and the client’s own identity.
Service detail — helping visitors find the work they need.
The results
Results for Bayside Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
5.2×
return on ad spend in won jobs
First 30 days of Google Ads
How it was measured
Agreed value of jobs marked won from enquiries traced to Google Ads, divided by ad spend for first 30 days of google ads, rounded down. Revenue before service costs and agency fees; a result for this historical period.
5.6×
Return on ad spend in won jobs over the first fortnight
First 14 days of Google Ads
How it was measured
Value of jobs the client marked as won, from enquiries traced to Google Ads, divided by Google Ads spend over the same days. Rounded down.
38%
Google Ads enquiries that became won jobs, nearly 2 in 5
First 30 days of Google Ads
How it was measured
Won jobs divided by all enquiries traced to Google Ads (calls and forms, test entries removed) over the same days. Rounded down to a whole percent.
62%
Share of won job value from people who clicked the ad on a mobile phone
Since ads began
How it was measured
Won job value from Google Ads enquiries whose ad click came from a mobile phone, as a share of all won job value from Google Ads enquiries over the same days. Rounded down.
Under 3 days
Typical time from first enquiry to a job marked won
Enquiries from the third week of ads onward
How it was measured
Median time between the enquiry and the job being marked won in the client's job records, for enquiries made once wins were recorded as they happened. Half were won within three days, and every job won so far within a week.
How we measured +
The 5.2× result covers the first 30 days of ads. It divides agreed won-job value from traced Google Ads enquiries by spend for those same days, rounded down. This is a launch-period result, not an ongoing return; revenue is before costs and agency fees.
More project detail
Quick summaryWhat the data showed
Insights
What the data showed
Details from the Bayside Plumbing project. Open a card for the finding and its source.
Timing01
1.5×
Enquiries that arrived before midday became won jobs 1.5 times as often as later ones
Before midday42%
Midday or later28%
About 42% of Bayside's Google Ads enquiries made before midday became won jobs, against 28% from midday on. A morning enquiry leaves more of the day to quote and book the job. Answering those enquiries quickly is where this points.
Source and basis. Share of Google Ads enquiries that became won jobs, comparing enquiries made before 12pm Sydney time with those made at 12pm or later, since ads began. Rounded down.
Value02
1.5×
A job won from a website form was typically worth 1.5 times one won from a phone call
Typical job from a website form1.5×
Typical job from a phone call1×
Phone calls still brought in more than half of Bayside's won job value, so the phone stays the main way in. But the typical job won from a website quote form was worth about 1.5 times the typical job won from a call. A form that asks for the suburb and the work needed gives those larger jobs an easy start.
Source and basis. Median won job value for Google Ads enquiries that arrived by website form, divided by the median for those that arrived by phone call, since ads began. Rounded down.
Services in the campaign
Bayside Plumbing · Sydney, NSW
Services in the campaign
The advertising covers drains and pipe repairs, leaks and household plumbing and hot water and gas.
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
Stormwater drainage
Outdoor and subsoil drainage
Leaks and household plumbing
Burst-pipe repairs
Water-leak detection
Underground and slab leaks
Leaking taps and tap installation
Show all 8 services+
Shower repairs
Toilet repair and installation
Bathroom and renovation plumbing
Emergency plumbing
Hot water and gas
Hot-water systems
Hot-water repairs
Gas fitting and gas plumbing
Gas-leak detection and repairs
Show all 5 services+
Gas-appliance installation
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–9pm
Project journey
Website development · Bayside Plumbing
We built their website, too.
Explore the website we designed for Bayside Plumbing: the pages, the mobile experience and the path to an enquiry.
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.
We traced every call and website form to Google Ads and matched each enquiry to the client's job records. Won value is the agreed price of each job the client marked as won. That total was divided by Google Ads spend over the same 30 days and rounded down. Test entries were removed.
How quickly did enquiries turn into won jobs?
For enquiries from the third week of ads onward, when wins were recorded as they happened, half of the jobs won were marked won within three days of the first enquiry, and every job won so far within a week.
What did SoudCoh deliver for Bayside Plumbing?
Separate Google Ads campaigns for searches naming a Sydney suburb and for service searches. Service and suburb landing pages with a quote form and a prominent call button on mobile. Every call and website form traced to the ad and matched to the client's won jobs.
What do the results in this Bayside 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: First 30 days of Google Ads. 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?
We typically work best with established businesses comfortable investing A$10,000+ a month in marketing. We agree the mix of services, ad spend and fees with you before work begins.
— 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.
Set ad hours around the calls your team can answer — Plan Google Ads hours around customer needs and response capacity. Check account time zones, contact promises and the quality of enquiries by period.
