Plumber Select turned more than one in nine Google Ads clicks into traced calls and quote requests in just under two weeks, with calls just ahead of forms. More than six in ten traced calls lasted two minutes or more.
The business
Plumber Select is a Sydney plumbing business offering same-day service, 24/7 emergency call-outs and upfront fixed pricing. Its team handles leak detection, hot water, gas, toilets, showers, taps, kitchen and roof plumbing, backflow prevention and the full range of drain work, from blocked drains to CCTV inspections and relining.
What we set out to do
The account had to bring in calls and quote requests from the first days of ads, and every enquiry had to trace back to the ad click that produced it. A hot water replacement, a low-pressure complaint and a drain inspection are different briefs, so the searches had to be kept apart by job.
What we built
The campaign has an ad group for each plumbing service: leak detection, roof plumbing, gas plumbing, kitchen plumbing, leaking showers and taps, toilet repairs and installs, hot water replacement, backflow prevention, stormwater, and drain work from blocked drains and hydro jetting to CCTV inspections, relining and sewer repair. Separate ad groups catch problems described in plain words, such as low water pressure or a slow, smelly drain, and general searches for a licensed or local plumber.
- Leak detection
- Roof plumbing
- Gas plumbing
- Leaking showers
- Toilet repairs and installs
- Pipe relining
The service ads send people to the page for that job, which names it in the heading and puts the call button and quote form at the top. Calls from the ads arrive on tracked numbers, and website quote requests carry the ad click that produced them, though some reached the client's records without it.
What happened
In just under two weeks of ads, more than one in nine ad clicks became a traced call or quote request, and most came in on weekdays during business hours. Just over half of the contact Google Ads recorded came by phone. 76% of ad clicks came from mobile phones.
Calls and forms both mattered
Just over half of the calls and quote requests Google Ads recorded were phone calls, and the rest came through the quote form. More than six in ten traced calls lasted two minutes or more, and the typical traced call ran about two and a half minutes, long enough to talk through a job.
The page matched the search
Nine in ten ad clicks landed on the page for the service searched rather than the home page. A customer with a leaking shower reads about leaking showers first, with the call button at the top of the page. Over a run this short, the numbers are too small to say which kind of page turned more clicks into contact.
How we measured it
An enquiry is a tracked call or website quote request that carries the Google Ads click that produced it, with test entries removed. The click-to-enquiry rate divides those enquiries by ad clicks over the same days, rounded down. Enquiries recorded without an ad click are left out, so the rate is a floor. The split between calls and quote requests uses the conversions Google Ads recorded, because some quote requests reached the client's records without their ad click. No job outcomes are recorded for these enquiries, so this page reports enquiry rates rather than revenue.
For a plumbing business with several services or service areas, explore our Google Ads management to plan messages around the jobs you want to win.
