RAKS Quality Plumbing is a plumbing business on Sydney’s North Shore, covering leaks, drains, hot water, gas and installation work. Google Ads campaigns organised by plumbing job, from leak detection and pipe relining to hot water and gas. Separate campaigns for searches naming a suburb, sent to the matching local pages of the website.
The business
RAKS Quality Plumbing is a plumbing business on Sydney’s North Shore. It handles the full spread of household plumbing: leaks and burst pipes, blocked drains and sewer repairs, hot water and gas, showers, taps and toilets, and kitchen and appliance installations. Many of its customers need a plumber soon and close by, which makes search the natural place to meet them.
What we set out to do
The Google Ads campaigns were built from scratch. The brief was to bring in enquiries for the jobs RAKS wants, in the suburbs it can reach quickly, and to show the owner which enquiries became won work rather than stopping at clicks and calls. That matters most in the first weeks of new campaigns, when job records help identify the work the campaign produced.
What we built
The first campaign was organised by plumbing job, with an ad group for each specific service, from leak detection, pipe relining and CCTV drain inspections to shower waterproofing, gas appliance connections and dishwasher installation. Each ad speaks to the job the person is trying to get done.
Alongside it, two campaigns were built for searches that name a suburb: one across the wider Sydney suburbs RAKS covers, including Westleigh, Hornsby, West Pennant Hills and Hunters Hill, and one for the suburbs closest to home on the North Shore, the Northern Beaches and around Ryde. These searches land on the matching local pages of the RAKS website, with the phone number and quote form close at hand.
The account has since been split into focused campaigns for hot water and gas, and for blocked drains, running next to the suburb campaign. Every call and form is traced to the ad and matched to the jobs the client marks as won, so the results below are measured in won jobs, not clicks.
What happened
Customers moved quickly. More than half of the jobs won from Google Ads were marked won by the day after the customer first got in touch, and the typical won job was marked won the next day. Nearly one in five Google Ads enquiries has already become a won job, with more quotes still open.
Speed matters in plumbing. People searching for a plumber want the job sorted now, and more than half of the won jobs here were marked won by the next day. A fast response and a visit booked on the call matter as much as the ad that produced the call.
Local searches convert. A search that names a suburb is a strong sign someone is ready to book. Sending it to a page about that suburb turned more than half of those enquiries into won jobs, which makes the suburb campaigns the natural place to grow first.
For a plumbing business with many services and a clear home patch, our Google Ads management builds campaigns around the jobs you want and the suburbs you can reach, and counts the result in won work. See more on marketing for plumbing businesses.
