California Plumbing Company
Official Case Study
145%
Emergency Service Calls Increased
310%
Organic New Users Increased
215%
Online Booking Conversions Increased
OVERVIEW
How a Local Plumbing Business Flooded Their Schedule using SEO & Google Ads
The Problem
In order to capture high-value emergency jobs, increase routine maintenance contracts, and dominate the local market, our client needed a waterproof online presence surrounding urgent plumbing needs and high-ticket installations.
Ignite Digital initiated a full-service plan, including Local SEO & PPC through Google Ads. After extensive planning & research, Ignite Digital drastically increased the number of emergency calls and total service bookings.
With the flood of new traffic, it was important to have our Digital Strategists continue to optimize keyword growth & ad campaign success while locating new revenue streams like tankless water heater installations to dominate the trade industry in the Metro Area.
The Solution
To fix this, Ignite Digital took a two-pronged approach. We didn't just want to make things look pretty; we wanted to drive action.
1. A Website That Actually Sells
First, we tackled the website design. In the remodelling world, visuals are everything. A text-heavy site just won't cut it. We designed and developed a new site that acts like a digital extension of their physical store. We put a heavy focus on high-quality showroom photography and clear service descriptions. Now, when a potential client visits the site, they get a real feel for the quality of work before they even pick up the phone.
Performance Snapshot
| KPI / METRIC | GROWTH / RESULT | BUSINESS IMPACT CONTEXT |
|---|---|---|
| Total Lead Volume | +272% Increase | We nearly tripled the number of homeowners requesting quotes and consultations. |
| Website Conversion Rate | +74% Increase | Visitors aren't just looking at photos; they are actively booking showroom visits. |
| Cost Per Lead (CPL) | -57% Decrease | We drastically lowered the ad spend required to acquire each new renovation project. |
| Mobile Speed (Core Web Vitals) | 92/100 Score | Optimized image galleries load instantly, keeping impatient mobile users engaged. |
| Google Page 1 Positions | High-Intent Terms | Dominating local terms like "Bathroom remodeling NJ" and "Custom vanities." |
*Data Period: Performance Review (Year-over-Year comparison)
Industry Benchmarks vs. Just Bathrooms Performance
In the home improvement game, competition is fierce. Most contractors are fighting for scraps. We positioned Just Bathrooms to take the whole table. Here is the contrast:
- Lead Generation:
Growing lead volume by double digits is considered a "win" in construction. We blew past that. Just Bathrooms saw a massive 272% surge in leads. We turned their website into their best salesperson.
- Ad Spend Efficiency:
Renovation keywords are expensive. Some competitors pay $100+ just for a click. We optimized the funnel so well that we drove their Cost Per Lead down by 57%. More projects, less overhead.
- Website Conversion:
The average home design website converts at a sluggish 2%. By using high-end visuals and clear calls-to-action, we boosted Just Bathrooms' conversion rate by 74%.
About Local California Plumbing Company
Our Client isn’t just another guy with a wrench. Since 1995, this business has been the go-to authority for reliable residential and commercial plumbing in the city.
Home to a second-generation master plumber, the company combines old-school craftsmanship with modern technology. They understand that a burst pipe can grind a homeowner's life to a halt. That’s why their team of licensed technicians doesn't just patch leaks; they upgrade systems for longevity.
From routine drain cleaning and fixture installations to complex trenchless sewer repairs, they handle it all. They even launched a dedicated division for eco-friendly tankless water heater systems. Whether a client calls at 2 AM with a flood or schedules a bathroom re-model, the goal remains the same: to flow smoothly.
Our Google Ads Strategy
Search Campaigns for Prospecting
- Emergency Response Campaign: Targeting "emergency plumber," "24/7 plumbing," & "burst pipe" keywords. Bidding strategy heavily weighted towards mobile users and after-hours searches.
- High-Ticket Service Campaign: Targeting tankless water heater and sewer line replacement keywords. Identifying homeowners looking for upgrades. Machine Learning Budget & Bidding technology.
Display Campaigns for Remarketing
- Image Campaigns: Click-Friendly designs targeted for individuals who visited "Renovation" or "Water Heater" pages but didn't book.
- Actions: Visited Website, Started Booking Form, Viewed "Pricing" Page.
Technical Strategy Executed
Trade SEO is a cutthroat battlefield. You can't just list your services and hope for the best. Google expects local service businesses to prove they are legitimate, licensed, and local. Here is how we built a digital fortress for the plumber:
- Local Service Schema Markup: Search engines need to know exactly what you do and where. We implemented specific Plumber, HomeAndConstructionBusiness, and EmergencyService schema. This code tells Google, "Hey, this is a licensed trade professional servicing this exact radius," which helps rank in the Local Map Pack.
- Trust & Credibility Audits: Homeowners are wary of letting strangers into their homes. We audited every service page to prominently display license numbers, insurance verification, and "Background Checked" badges. We ensured all testimonials were verified, boosting trust signals.
- Secure Booking Experience: Speed is money. We ensured the "Request Service" forms were simplified, secure (SSL), and mobile-friendly. When a user sees a secure, easy-to-fill form on their phone while water is leaking, they convert immediately.
- Hyper-Local Citation Cleanup: In the local SEO world, consistency is king. If your business address looks different on Yelp than it does on HomeStars or Angi, Google ranks you lower. We scrubbed 70+ directories to ensure their Name, Address, and Phone (NAP) were identical everywhere.
- Speed Optimization for Mobile Users: Think about the user's mindset. They are likely standing in a flooded basement, panicking, looking for help on their phone. They won't wait for a slow site. We optimized code and compressed images to ensure the site loads instantly on mobile data.
- Conversion Rate Optimization (CRO): We noticed users were hesitating on the "Emergency" page. So, we added a sticky "Call Now" button that follows the user down the screen on mobile, resulting in a 40% increase in calls.
Keyword Strategy
High-Ticket & Hyper-Local Dominance
- High-Value Intent (The "Big Jobs"):
- "Trenchless sewer line repair"
- "Tankless water heater installation cost"
- Why this works: These are expensive, specialized jobs. General handymen often ignore these specific technical keywords. By ranking here, we positioned the business as a technically advanced expert, justifying premium pricing.
Location-Specific (Hyper-Local Dominance):
- "Emergency Plumber [Neighbourhood Name]"
- "Drain cleaning near [Local Landmark]"
- "24 hour plumber [City]"
- Why this works: The city is huge. People want a plumber who can arrive in 20 minutes, not 2 hours. We targeted specific suburbs and districts to capture traffic from every corner of the metro area.
