Champion Plumbing · Plumbing and drainage · Sydney, NSW
Champion Plumbing: 5.4× return on Google Ads over the last 30 days
Over the last 30 days, Champion Plumbing recorded 5.4× return on Google Ads spend in agreed won-job value. Service campaigns for blocked drains, toilets, leaks, hot water and general plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
5.4×
return on Google Ads spend, in the value of won jobs
Last 30 days
How it was measured
Agreed value of jobs marked won from enquiries traced to Google Ads, divided by ad spend for last 30 days, rounded down. Revenue before service costs and agency fees; a result for this historical period.
+70%
Return still up with the two biggest jobs taken out of both periods
Last 30 days vs the 30 days before
How it was measured
The same comparison after removing the two highest-value won jobs from each 30-day window.
3 in 10
Google Ads enquiries that became won jobs, up from 2 in 10
Last 30 days vs the 30 days before
How it was measured
Enquiries that led to a won job, divided by all enquiries traced to Google Ads (calls and forms, test entries removed) over the same days.
+21%
Higher value for the typical won job
Last 30 days vs the 30 days before
How it was measured
Median value of won jobs from Google Ads enquiries in each 30-day window.
How we measured +
The 5.4× result covers the last 30 complete days. It divides agreed won-job value from traced ad enquiries by Google Ads spend for the same period. Job recording became more complete during the campaign, affecting comparisons with earlier periods. Revenue is before costs and agency fees, not profit.
In one minute
The 60-second version
Champion Plumbing, from the brief to the result in 4 short slides.
01 The business
A Sydney plumber built on everyday household jobs
Champion Plumbing handles blocked drains, toilets, leaks, hot water and general plumbing across Sydney. Customers who find it through Google mostly pick up the phone.
02 What we built
Each service on its own, and more room for suburb searches
We rebuilt the broad service campaign so each service has its own ads and a matching page. The suburb-targeted campaign's share of spend roughly doubled.
03 What happened
5.4× return in the last 30 days, up 90%
Three in ten enquiries became won jobs, up from two in ten. With the two biggest jobs taken out of both periods, the return was still up 70%.
5.4×return on Google Ads, last 30 days
04 What we learned
Most of the value starts with a phone call
Phone calls started 94% of won value from Google Ads, and searches naming a suburb were won about twice as often as service-only ones. Most jobs were decided within a day.
94%of won value started with a phone call
01 / 04
Insights
What the data showed
Details from the Champion Plumbing project. Open a card for the finding and its source.
Calls01
94%
Phone calls started 94% of the won value from Google Ads
Phone calls94%
Web forms6%
A typical job that began with a phone call was worth about twice a typical web-form job, and every one of the biggest jobs began with a call. For a Sydney plumber the phone is where the work is decided, so the ads, the pages and the mobile call button all point to it.
Source and basis. Won job value from tracked phone calls, as a share of all won job value from Google Ads enquiries since ads began. Call and form jobs compared on their median value.
Local02
About 2×
Searches naming a suburb were won about twice as often as service-only searches
Searches naming a suburb35%
Searches naming only a service16%
People whose search named a suburb became won jobs at about twice the rate of people who named only the service. The gap held across different ways of grouping the searches, so it does not depend on how they were counted.
Source and basis. Each Google Ads enquiry was grouped by the search behind it, or the matched keyword where the search was not recorded. Rate = enquiries that led to a won job divided by all enquiries in the group, since ads began. The gap sits between 2.0× and 2.2× depending on how searches are grouped.
Service03
48%
Drain work brought in almost half of won value where the job type was known
Drain work48%
All other job types52%
About a third of drain enquiries became won jobs, and drain work stayed the largest job type even without its single biggest job. Hot water enquiries came in steadily but were won at about half the drain rate.
Source and basis. Job type taken from the ad group, keyword and landing page behind each Google Ads enquiry, where it could be identified (about 70% of won value), since ads began. Share of won job value by job type.
Speed04
7 in 10
7 in 10 won jobs were confirmed within a day of the first call or form
Within 24 hours70%
Later in the week30%
All of them were confirmed within a week. People who need a plumber decide quickly, so answering the phone straight away does more for the result than following up later.
Source and basis. Hours between the first call or form and the moment the client marked the job as won, for jobs recorded as they were confirmed over the last four weeks.
Device05
28% vs 29%
Phone and computer searchers were won at almost exactly the same rate
Clicked on a computer28%
Clicked on a phone29%
In the last 30 days, people who clicked an ad on a phone became won jobs at almost the same rate as people who clicked on a computer. Device made no real difference to whether an enquiry was won, so we do not adjust the account by device.
Source and basis. Enquiries that led to a won job divided by all Google Ads enquiries, split by the device used for the ad click, last 30 days. Device was known for almost every enquiry.
The ads
The Google ads we wrote and ran for Champion Plumbing
Word for word from Champion Plumbing's account. Each one served on Google, shown with its own click-through rate.
Sponsored
C
Champion Plumbing
champion-plumbing.com.au/HotWater/Replace
Lifetime Labour Guarantee | Upfront Fixed Pricing | Sydney Hot Water Install
Local licensed plumbers replacing and installing hot water systems across Sydney. From Penrith to Manly, licensed plumbers fit your new hot water system same day.
A real ad we wrote and ran for Champion Plumbing.
Hot water replacement
3.8% click-through rate
Website development · Champion Plumbing
We built their website, too.
Explore the website we designed for Champion Plumbing: the pages, the mobile experience and the path to an enquiry.
Over the last 30 days, Champion Plumbing recorded 5.4× return on Google Ads spend in agreed won-job value. Service campaigns for blocked drains, toilets, leaks, hot water and general plumbing.
The business
Champion Plumbing is a plumbing and drainage business serving households across Sydney, NSW. Its work is everyday plumbing: blocked drains, toilets, leaking pipes and showers, hot water, and smaller gas, tap, kitchen and bathroom jobs. Most customers who find it through Google pick up the phone, and those who book usually decide quickly.
What we built
Spend runs through two kinds of campaign. Service campaigns cover blocked drains, toilets, leaking pipes and showers, hot water, taps and kitchen plumbing, with groups written around the problems customers describe, such as a slow or smelly drain or a blocked toilet. A suburb-targeted campaign covers areas such as Penrith, Campbelltown, Blacktown, Parramatta and Camden.
Midway through the last 30 days we rebuilt the broad service campaign into one that runs each service separately, so each service has its own ads and a matching service page. Over the same 30 days, the suburb-targeted campaign's share of spend roughly doubled.
Service ads lead to a page for that service, with the job already selected in the enquiry form and a call button that stays in view on mobile. The Champion Plumbing website case study shows those pages in detail.
A banner for blocked drains Drain equipment, a short service list and a large phone number make the blocked-drain page easy to recognise.Champion’s service video This short video shows plumbing service work in progress. The website presents it in a vertical player so visitors can watch the work as well as read about it.
What informed the next steps
Most of the value starts with a phone call. Phone calls started 94% of the won value from Google Ads since ads began. A typical call job was worth about twice a typical web-form job, and every one of the biggest jobs began with a call.
Local searches win more often. Since ads began, enquiries from searches naming a suburb were won about twice as often as those naming only a service. Where the suburb could be identified, Western Sydney, the Hills and the Hawkesbury brought in about a third of won value and had the highest enquiry-to-job rate of any part of Sydney.
Drains carry the revenue. Drain work brought in almost half of won value where the job type was known, and about a third of drain enquiries were won. Hot water enquiries came in steadily but were won at about half the drain rate.
Decisions are fast. Of the jobs recorded as they were confirmed, about 7 in 10 were marked as won within a day of the first call or form, and all of them within a week. A fast answer on the phone matters more than a follow-up later.
Device does not change the answer. In the last 30 days, people who clicked on a phone and people who clicked on a computer were won at almost exactly the same rate, so we do not adjust the account by device.
The last 30 days returned 5.4× the Google Ads spend in won work, up 90% on the 30 days before, and still up 70% with the two biggest jobs removed from both periods.
Three in ten Google Ads enquiries became won jobs, up from two in ten, and the typical won job was worth about a fifth more.
Phone calls started 94% of won value from Google Ads, so the ads, pages and call button are all built around the phone.
Since ads began, searches naming a suburb were won about twice as often as searches naming only a service.
Tags
Google Ads
Plumbing and drainage
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.
Put your own numbers to work: work out the budget your target needs, 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.
We added up the value of jobs the client marked as won, from enquiries traced to Google Ads in the last 30 days, and divided it by the Google Ads spend over the same days. The result is rounded down. Won value is the agreed job price the client recorded when the job was won.
Is the 5.4× down to one or two big jobs?
Partly. Two large jobs made up just over half of the last 30 days' won value, so we tested the result without them. With the two biggest jobs taken out of both periods, the return was still up 70% on the 30 days before. The typical won job, which a few big jobs do not move, was also worth about a fifth more.
What changed in the account?
Midway through the last 30 days we rebuilt the broad service campaign so each service has its own ads and a matching service page. Over the same 30 days, the suburb-targeted campaign's share of spend roughly doubled.
Why is the account built around phone calls?
Phone calls started 94% of the won value from Google Ads since ads began. A typical call job was worth about twice a typical web-form job, and every one of the biggest jobs began with a call.
What do the results in this Champion 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: Last 30 days. 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.
