Eagle Plumbing · Plumbing and drainage · Sydney, NSW
Eagle Plumbing: 5.0× return on Google Ads over the first eight weeks
Over the first eight weeks of Google Ads, Eagle Plumbing recorded 5.0× return on Google Ads spend in agreed won-job value. Separate Google Ads campaigns for plumbing services, local areas, and emergency and drain work.
Services
Google Ads management · Website design and landing pages
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
5.0×
return on ad spend in won jobs
First eight weeks 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 eight weeks of google ads, rounded down. Revenue before service costs and agency fees; a result for this historical period.
5.5×
Return on ad spend in won jobs, with one large leak-finding job making up about half
First 30 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. One large leak-finding job made up about half of this window's won value.
88%
Share of tracked won job value that came from Google Ads enquiries
Whole campaign
How it was measured
Won job value from enquiries traced to Google Ads, as a share of all won job value the client tracked during the campaign. The rest came through the website's booking page, with nothing linking them to an ad. Rounded down.
75%
Share of won job value from evening and weekend enquiries, about a third of all enquiries
Whole campaign
How it was measured
Google Ads enquiries made outside Monday to Friday, 7am to 5pm Sydney time, as a share of all Google Ads enquiries and of won job value over the campaign. Rounded down.
How we measured +
The 5.0× result covers the first eight weeks of a campaign that ran for about twelve weeks. It divides agreed won-job value from traced Google Ads enquiries by ad spend for the same period, rounded down. Fewer outcomes were recorded in the final month. Job value is revenue before costs, not cash collected or profit.
In one minute
The 60-second version
Eagle Plumbing, from the brief to the result in 4 short slides.
01 The business
A 24/7 plumber across Sydney and the Illawarra
Eagle Plumbing took emergency and everyday plumbing work day and night: hot water, blocked drains, leaks, gas fitting, toilets and stormwater, across Sydney and the Illawarra.
02 The problem
Emergency plumbing ads only count if they become won jobs
Eagle needed Google Ads to bring in work at all hours, and a clear view of which enquiries turned into won jobs, at what value, against what the ads cost.
02
03 What we built
Service, local-area and emergency campaigns tied to won jobs
Separate campaigns covered services, local areas, and emergency and drain work. Ads led to matching pages with a short job form, and calls and forms were traced to the ad and matched to won jobs.
04 What we learned
After-hours enquiries and quote forms were worth the most
Evening and weekend enquiries brought in 75% of won value. Weekend enquiries closed 1.7 times as often, and a job from a quote form was typically worth 2.5 times one from a call.
01 / 04
Insights
What the data showed
Details from the Eagle Plumbing project. Open a card for the finding and its source.
Timing01
75%
Evening and weekend enquiries were about a third of the total but three-quarters of won value
Out-of-hours share of enquiries36%
Out-of-hours share of won value75%
For a 24/7 plumber, the out-of-hours enquiries mattered most. Calls and forms that arrived outside weekday business hours brought in 75% of won job value, and about two-thirds even with the single largest job left out. Those are the hours a plumber is most tempted to switch ads off, and they carried the campaign.
Source and basis. Google Ads enquiries made outside Monday to Friday, 7am to 5pm Sydney time, as a share of all Google Ads enquiries and of won job value over the whole campaign. Rounded down.
Value02
2.5×
A job won from a website quote form was typically worth 2.5 times one won from a phone call
Typical job from a website form2.5×
Typical job from a phone call1×
Calls and website quote forms closed at almost exactly the same rate. The difference was in size: the typical job from a form was worth about two and a half times the typical job from a call. That made the quote form worth keeping beside the phone number on every page.
Source and basis. Median won job value for Google Ads enquiries that arrived by website form, divided by the median for phone calls, over the whole campaign. Rounded down.
The ads
The Google ads we wrote and ran for Eagle Plumbing
Word for word from Eagle Plumbing's account. Each one served on Google.
Sponsored
E
Eagle Plumbing
eagleplumbing247.com/No-CallOut/Sydney
No Call-Out Fee Plumber | Call Eagle Plumbing Today | Your Local Plumber
Honest quote before we start. Same-day service across Sydney. Book online in 60 seconds. Same-day plumbing across Sydney and Illawarra. Lifetime workmanship guarantee.
A real ad we wrote and ran for Eagle Plumbing.
Website development · Eagle Plumbing
We built their website, too.
Explore the website we designed for Eagle Plumbing: the pages, the mobile experience and the path to an enquiry.
Explore Eagle 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 homepage: the service message and enquiry form share the first screen.
01 / 02 · Desktop homepage: the service message and enquiry form share the first screen.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Eagle Plumbing
Eagle Plumbing, a 24/7 plumbing business serving Sydney and the Illawarra, ran Google Ads with SoudCoh for about twelve weeks.
Plumbing and drainage · Sydney, NSW
SoudCoh services
Google Ads management
Website design and landing pages
What we put in place
The campaign work
Separate Google Ads campaigns for plumbing services, local areas, and emergency and drain work.
Service pages with a short job form, and a prominent call button on mobile.
Calls and website forms traced to Google Ads, through the ad click or a tracked phone number, and matched to the client's won jobs.
What the project delivered
The outcome
Separate Google Ads campaigns for plumbing services, local areas, and emergency and drain work. Service pages with a short job form, and a prominent call button on mobile.
Over the first eight weeks of Google Ads, Eagle Plumbing recorded 5.0× return on Google Ads spend in agreed won-job value. Separate Google Ads campaigns for plumbing services, local areas, and emergency and drain work.
The business
When it advertised with us, Eagle Plumbing was a 24/7 plumbing business working across Sydney and the Illawarra. Its work ran from hot water replacement and no-hot-water call-outs to blocked drains, leak detection, leaking showers, gas fitting, toilets and stormwater.
A round-the-clock plumber earns much of its living in the hours other trades are closed, so the campaign had to work at night and on weekends as well as during the week.
What we set out to do
The brief was Google Ads that bring in plumbing work worth more than they cost, judged on won jobs rather than clicks or calls. That meant tracing each enquiry to the ad, matching it to the jobs Eagle won at the agreed price, and comparing that value with the ad spend over the same days.
What we built
The account ran three streams: service campaigns, local-area campaigns, and a campaign for emergency and drain work. Hot water, gas fitting, leak detection, leaking showers, water hammer, toilets and stormwater each had their own ad groups, so the ad a customer saw matched the job they searched for.
Local-area groups ran across the Illawarra, from Wollongong and Fairy Meadow to Dapto, Shellharbour and Oak Flats, and in suburbs across Sydney, including Campbelltown.
Ads led to pages built around the job. The blocked-drain page named the problem in its headline and opened a form with the service already selected. On a phone, a large call button sat under the introduction.
The blocked-drain page named the problem and opened a form already set to the right service.
Calls and website forms were traced to Google Ads, through the ad click or a tracked phone number used in the ads, and matched to the client's job records, where Eagle marked each won job with its agreed price. See the pages in the Eagle Plumbing website case study.
What happened
Eagle Plumbing recorded 5.0× in agreed won-job value against Google Ads spend over first eight weeks of Google Ads. Separate Google Ads campaigns for plumbing services, local areas, and emergency and drain work. 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.
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 ROAS your margin 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.
Calls and website forms were traced to Google Ads, through the ad click or a tracked phone number used in the ads, and matched to the client's job records. Won value is the agreed price of jobs the client marked as won. That total was divided by Google Ads spend over the same days and rounded down.
When did Eagle's most valuable enquiries come in?
Outside weekday business hours. Evening and weekend enquiries were about a third of the total but brought in 75% of won value, and about two-thirds even without the largest job. Weekend enquiries became won jobs 1.7 times as often as weekday ones.
What did SoudCoh deliver for Eagle Plumbing?
Separate Google Ads campaigns for plumbing services, local areas, and emergency and drain work. Service pages with a short job form, and a prominent call button on mobile. Calls and website forms traced to Google Ads, through the ad click or a tracked phone number, and matched to the client's won jobs.
What do the results in this Eagle 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 eight weeks 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?
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.
— 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.
