Hot water enquiries were fewer than one in ten of State Choice Plumbing’s Google Ads enquiries but brought in 52% of the won job value. Measured on won work from the client’s own job records, it is the clearest guide to where the budget should go next.
The business
State Choice Plumbing is a residential plumbing business serving Canberra, ACT. Its work covers hot water system replacement and installation, leaking showers and waterproofing repairs, blocked drains and stormwater, and everyday toilet, tap and sink repairs. It is a broad household brief, and many customers arrive with a problem rather than a service name.
What we set out to do
A broad service list makes it hard to see which work is worth advertising for. Every service attracts clicks, but not every service turns into won jobs. The aim was to trace each Google Ads enquiry to the jobs the client won, and find out which services, searches and enquiry types carried the value.
What we built
The account is organised by the job the customer needs, with problem-led searches alongside service searches.
- Hot water replacement and no-hot-water repairs
- Leaking showers and water leaks
- Blocked drains and stormwater
- Toilet, tap and sink repairs
- Burst-pipe repairs
- Roof plumbing
- Suburb and local-area ads
The ads lead to a website with a page for each service and a short quote form. Every call and form from the ads is traced to the client’s won-job records, which is how the figures on this page are measured.
What happened
Hot water stood out. Hot water enquiries were 4.4× as likely as other enquiries to become a won job, and the average hot water job was worth about 2.5× the rest. From fewer than one in ten enquiries, they brought in 52% of won job value.
Website forms were under a third of enquiries but brought in 74% of won job value, and became won jobs at 3.4× the rate of phone calls. Enquiries from searches that named a suburb or city were about one in six of the total, brought in 36% of won job value, and were 3.6× as likely to become won jobs as enquiries from other searches.
Across the first nine weeks, at least one in eight Google Ads enquiries became a won job. Won jobs are recorded in batches, so the true rate could be a little higher.
- Give the best service its own budget. Hot water earns its own campaigns, ads and landing pages instead of sharing them with general plumbing.
- The form is a front door too. Forms were the minority of enquiries and the majority of won value.
- Place-named searches mark intent. A searcher who names a suburb or city tends to be ready to hire nearby, so those searches earn ads that name the area back.
- Out-of-hours enquiries win, but smaller. Evening, early-morning and weekend enquiries were 1.5× as likely to become won jobs, though those jobs were smaller on average.
Those findings point to where the budget should go next: hot water, written enquiries and searches that name the place.
See the pages, mobile layout and enquiry options in the State Choice Plumbing website case study. Related work: Aussie Drains campaign case study.
For a plumbing business with several services, our Google Ads management plans campaigns around the jobs you want to win and measures them on won work.
