Sydney Choice Plumbing · Plumbing and drainage · Sydney, NSW
Sydney Choice Plumbing: 1 in 9 Google Ads clicks became an enquiry
Sydney Choice Plumbing turned 1 in 9 Google Ads clicks into a call or web form. Hot water and gas ads brought in a third of enquiries in the first four weeks, from 30% of the clicks, and weekday clicks converted 1.4 times as often as weekend clicks.
Services
Google Ads management · Enquiry tracking and reporting · Website design and landing pages
The advertising covers drains and pipe repairs, leaks and household plumbing, hot water and gas and roof and gutter services.
Drains and pipe repairs
Blocked drains
Blocked toilets
Blocked kitchen sinks
Bathroom and shower drains
Show all 12 services+
CCTV drain inspections
Drain cleaning and jetting
Pipe relining
Pipe patching
Pipe excavation and replacement
Tree-root blockages
Sewer repairs
Stormwater drainage
Leaks and household plumbing
Burst-pipe repairs
Water-leak detection
Leaking taps and tap installation
Shower repairs
Show all 9 services+
Toilet repair and installation
Kitchen plumbing
Bathroom and renovation plumbing
Backflow prevention
Emergency plumbing
Hot water and gas
Hot-water systems
Hot-water repairs
Hot-water replacement and installation
Gas fitting and gas plumbing
Roof and gutter services
Roof plumbing
Campaign hours
Campaign schedule · Sydney local time
Every day: 7am–6pm
The results
Results for Sydney Choice Plumbing.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 9
Google Ads clicks became a call or web form
About nine weeks of ads
How it was measured
Calls and web forms recorded by Google Ads, divided by Google Ads clicks over the same days. The client's own records held slightly more enquiries traced to the ads, so the lower Google Ads figure is used. The exact rate is just under 12%.
34%
Share of enquiries from hot water and gas ads
First four weeks of ads
How it was measured
Conversions recorded in Google Ads from the hot water, no-hot-water, gas plumbing and gas fitting ad groups, as a share of all recorded conversions, over the first four weeks of ads, when calls and web forms were both recorded. Those ads drew 30% of clicks over the same days. Rounded down.
1.4×
Enquiries per click on weekdays, against weekends
First four weeks of ads
How it was measured
Recorded conversions per click from Monday to Friday, divided by the same for Saturday and Sunday, in the account's time zone, over the first four weeks of ads, when calls and web forms were both recorded. Rounded down.
66%
Share of ad enquiries that arrived as phone calls
First four weeks of ads
How it was measured
Tracked calls as a share of all calls and web forms traced to Google Ads in the client's records (test entries removed), over the first four weeks of ads, when web forms were recorded. Rounded down.
63%
Tracked calls from the ads that lasted a minute or more
About nine weeks of ads
How it was measured
Call length from the tracked numbers, for calls traced to Google Ads. The typical call ran more than a minute and a half. Rounded down.
How we measured +
The enquiry rate covers about nine weeks and counts recorded calls and forms against ad clicks. Forms were recorded for about the first four weeks only; service, day and channel comparisons use that earlier window. Calls of any length count, and service shares follow the ad group.
In one minute
The 60-second version
Sydney Choice Plumbing, from the brief to the result in 5 short slides.
01 The business
A locally owned Sydney plumber with same-day service
Sydney Choice Plumbing is a licensed plumbing company working across Sydney: drains, leaks, hot water, gas, toilets, kitchens and roof plumbing, with same-day service.
02 The problem
A new account that had to show which jobs brought enquiries
The Google Ads account was new. It had to bring in calls and forms from the start, and show which services, suburbs and days produced them so the budget could follow.
03 What we built
Service, symptom and suburb ads on matching pages
A service campaign covers each job, with symptom-led groups such as no hot water. A drains campaign and a suburb campaign sit alongside, each landing on the matching service or suburb page.
03
04 What happened
1 in 9 clicks became a call or form
Across about nine weeks of ads, 1 in 9 clicks became a call or web form. Two in three ad enquiries came by phone, and 63% of tracked calls lasted a minute or more.
1 in 9Google Ads clicks became a call or web form
05 What we learned
Hot water and gas stood out
In the first four weeks, hot water and gas ads brought in 34% of enquiries from 30% of clicks, and weekday clicks converted 1.4 times as often as weekend clicks.
34%of enquiries came from hot water and gas ads
01 / 05
Insights
What the data showed
Details from the Sydney Choice Plumbing project. Open a card for the finding and its source.
Service01
34%
Hot water and gas ads brought in a third of enquiries from 30% of clicks.
Hot water and gas share of clicks30%
Hot water and gas share of enquiries34%
Over the first four weeks of ads, hot water replacement, no-hot-water problems, gas plumbing and gas fitting made up 30% of clicks but 34% of enquiries. These are jobs a householder can't put off or fix alone, and the people searching for them got in touch readily.
Source and basis. Google Ads clicks and recorded conversions from the hot water, no-hot-water, gas plumbing and gas fitting ad groups, as shares of all clicks and conversions over the first four weeks of ads, when calls and web forms were both recorded.
Timing02
1.4×
Weekends brought 35% of clicks but 27% of enquiries.
Weekend share of clicks35%
Weekend share of enquiries27%
The ads ran every day of the week, and over the first four weeks weekday clicks turned into enquiries 1.4 times as often as weekend clicks. When the budget is tight, weekend hours are the first place to look for savings.
Source and basis. Google Ads clicks and recorded conversions on Saturdays and Sundays as shares of the totals, in the account's time zone, over the first four weeks of ads, when calls and web forms were both recorded. The 1.4 times compares conversions per click on weekdays with weekends. Rounded down.
Local03
2.5×
Where Google showed the search, nearby-plumber searches converted 2.5 times as often as average.
Nearby-plumber share of visible clicks9%
Nearby-plumber share of their enquiries23%
Searches asking for a plumber close by made 9% of the visible clicks but 23% of the enquiries from them. Google shows the search behind only about half of clicks, so treat this as a guide rather than an exact share.
Source and basis. Google Ads search-term report, which shows the search behind about half of clicks. Searches were sorted by theme; nearby-plumber searches ask for a plumber close by or local. Recorded conversions per click for that theme divided by the average for all visible searches. Rounded down.
The ads
The Google ads we wrote and ran for Sydney Choice Plumbing
Word for word from Sydney Choice Plumbing's account. Each one served on Google, shown with its own click-through rate.
Sponsored
S
Sydney Choice Plumbing
sydneychoice.au/No-CallOut/Sydney
No Call-Out Fee Plumber | Book Sydney Choice Today | Book Online in 60 Seconds
Honest quote before we start. Same-day service across Sydney. Book online in 60 seconds. Fast same-day plumbing across Sydney. No hidden surprises, all workmanship guaranteed.
A real ad we wrote and ran for Sydney Choice Plumbing.
38% click-through rate
Website development · Sydney Choice Plumbing
We built their website, too.
Explore the website we designed for Sydney Choice Plumbing: the pages, the mobile experience and the path to an enquiry.
Explore Sydney Choice 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.
Use the household symptom as the entry point — The drain page gives a large heading to recognisable household symptoms. Its strong contrast and shared navigation establish the topic before the visitor continues into service details.
01 / 02 · Use the household symptom as the entry point — The drain page gives a large heading to recognisable household symptoms. Its strong contrast and shared navigation establish the topic before the visitor continues into service details.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Sydney Choice Plumbing
Sydney Choice Plumbing is a locally owned, licensed plumbing company serving Sydney, covering drains, leaks, hot water, gas, toilets, kitchens and roof plumbing with same-day service.
Plumbing and drainage · Sydney, NSW
SoudCoh services
Google Ads management
Enquiry tracking and reporting
Website design and landing pages
What we put in place
The campaign work
A service campaign with ad groups for each plumbing job, including symptom-led groups for problems such as no hot water.
A blocked-drains campaign and a suburb campaign, each sending people to the matching service or suburb page.
Calls and web forms traced from the ad to the client's records, with test entries removed.
A review of enquiries by service, day of the week and search theme.
What the project delivered
The outcome
1 in 9 Google Ads clicks became a call or web form, with hot water and gas ads bringing in 34% of enquiries over the first four weeks of ads.
Sydney Choice Plumbing turned 1 in 9 Google Ads clicks into a call or web form. Hot water and gas ads brought in the largest share of enquiries: a third in the first four weeks of ads, from 30% of the clicks.
The business
Sydney Choice Plumbing is a locally owned, licensed plumbing company working across Sydney. It handles blocked drains, smelly or slow drains, leak detection, leaking showers and taps, hot water repairs and replacements, gas plumbing and gas fitting, toilets, kitchens and roof plumbing, with same-day service.
What we set out to do
The Google Ads account was new, with no history to lean on. It had to bring in calls and forms from the start, and it had to show early which services, suburbs and days of the week produced them, so the budget could follow the enquiries rather than the clicks.
What we built
The service campaign gives each job its own ad group. Some are named for the service, such as gas plumbing or toilet repairs; others are named for the problem the customer can describe, such as no hot water, a leaking shower or a smelly drain. A separate campaign covers blocked drains, and a suburb campaign targets named suburbs such as Campbelltown, Campsie, Silverwater and Surry Hills, each landing on a page for that suburb. The ads ran every day between 7am and 6pm.
Symptom-led pages meet a customer who can describe the problem but not the fix.
Calls from the ads arrive on tracked numbers, and web forms carry the ad click that produced them. Test entries are removed before anything is counted. The website behind the ads is covered in the Sydney Choice Plumbing website case study.
What happened
Across about nine weeks of ads, 1 in 9 Google Ads clicks became a call or web form. Over the first four weeks, when web forms were recorded, two in three ad enquiries came by phone. 63% of tracked calls lasted a minute or more, with the typical call running more than a minute and a half.
The service campaign did most of the work. The suburb campaign converted at about half the rate of the service campaign. The blocked-drains campaign ran only in the later weeks, when web forms were not recorded, so it is not compared with the others.
Hot water and gas stood out
Over the first four weeks of ads, hot water replacement, no-hot-water problems, gas plumbing and gas fitting drew 30% of clicks but 34% of enquiries. These are urgent jobs that a householder can't put off or fix alone, and the people searching for them got in touch readily.
Weekdays beat weekends
Over the first four weeks, weekends brought 35% of clicks but 27% of enquiries, so weekday clicks converted 1.4 times as often. Weekend searchers still call, so weekend hours earn a place, but they are the first place to look when the budget is tight.
Nearby-plumber searches converted readily
Where Google showed the search, searches asking for a plumber close by made 9% of visible clicks but 23% of the enquiries from them, converting 2.5 times as often as average. Google shows the search behind only about half of clicks, so this is a guide rather than an exact share.
How we measured it
The enquiry rate divides the calls and web forms Google Ads recorded by Google Ads clicks over the same days. The client's own records held slightly more enquiries traced to the ads, so the lower figure is used. Shares by service, day and search theme use the conversions recorded in Google Ads. Web forms were recorded for about the first four weeks of ads only, so comparisons between services and days, and the phone share, use those four weeks. The phone share and call length come from the client's records and the tracked numbers. Won-job values were not recorded for this account, so this study reports enquiries rather than revenue.
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: the cost-per-lead calculator, 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.
How was the 1 in 9 enquiry rate for Sydney Choice Plumbing worked out?
We divided the calls and web forms Google Ads recorded by Google Ads clicks over the same days. The client's own records held slightly more enquiries traced to the ads, so we used the lower Google Ads figure. The exact rate is just under 12%.
Why did hot water and gas stand out?
A failed hot water system or a gas job is urgent and hard to fix yourself, and the people searching for those jobs got in touch readily. Over the first four weeks of ads, hot water and gas ads drew 30% of clicks but brought in 34% of enquiries.
Should a plumber switch weekend ads off?
Not automatically. Weekends still produced about a quarter of enquiries here. But over the first four weeks, weekday clicks converted 1.4 times as often, so when money is tight, weekend hours are the first place to look.
What counts as a nearby-plumber search?
A search asking for a plumber close by or local, sorted by theme from Google's search-term report. Google shows the search behind only about half of clicks, so the 2.5 times figure is a guide rather than an exact share.
What do the results in this Sydney Choice 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: About nine weeks of 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.
— 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.
