Home Services case study, 2024

Generated 141 qualified plumbing leads in 4 months with a fresh PPC build-out.

Ad groups split by service, landing pages built for booking and full call tracking turned blind ad spend into a lead engine that can scale.

PPC Strategy Landing Page Design Conversion Tracking Lead Generation

Homepage of Gwinnett Area Plumbers, a Plumbing · Residential & Commercial business, shown in a browser window

GWINNETTAREAPLUMBERS.COM

141

QUALIFIED LEADS

New qualified leads from PPC campaigns in just 4 months.

968

AD CLICKS

968 tightly targeted ad clicks that raised local brand visibility.

14.6%

CONVERSION RATE

A 14.6% conversion rate, well above the industry benchmark.

Headline result · 141 leads in 4 months Reporting cadence · weekly · call-tied

CLIENT SNAPSHOT

Profile Trusted regional provider

Sector Plumbing · Residential and commercial

HQ Gwinnett County, GA

Recognition Fast-response Atlanta-area plumber

Engagement PPC build-out · 4 months

Timeline 2024

Platform WordPress + landing-page system

The brief

A trusted Gwinnett-area plumber known for fast response and reliable home and commercial service.

Gwinnett Area Plumbers is a trusted plumber known for reliable service and fast response, for homes and businesses. But it could not bring in steady leads online. Its past ads had no tracking, so ROI was unclear, and growth depended on referrals and the odd inquiry.

It partnered with Redefine Web on a performance-driven PPC campaign. The goal was instant visibility, measurable leads and lasting results in under four months.

The problem

Spending without measuring, with no idea which calls came from which dollars.

Past efforts, in-house or outsourced, never showed clear business results.

It had no reliable reporting, so it did not know how many calls or leads came from ads and could not measure ROI.

PPC was poorly optimized, with generic ads, no split by service and no extensions or promotions.

With no dedicated landing pages, ad traffic landed on the main website, which was not built to convert.

The biggest issue was call tracking.

Phone calls were its most important lead source, but with no tracking pixels it could not tell which calls came from ads. Without that, it could not scale campaigns with confidence.

What we did

A full PPC and landing page rebuild, with every call traced to its source.

We built campaigns that could prove where every call came from.

We built a full Google Ads plan for Gwinnett Area Plumbers. It used 10 ad groups, one per service, that target high-intent local keywords. Every relevant ad extension made the ads stand out.

We built new landing pages that match what searchers want and turn clicks into phone calls or form fills. Call tracking pixels captured every inbound lead and tied ROI to ad spend in real time.

RESULTS, CHARTED BEFORE AND AFTER

141 QUALIFIED LEADS New qualified leads from PPC campaigns in just 4 months.

968 AD CLICKS 968 tightly targeted ad clicks that raised local brand visibility.

CONVERSION RATE 14.6%

14.6% of the total

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

10 service-specific ad groups

Drains, water heaters, leaks and repipes, each with its own keywords and copy that matched the search.

Dedicated landing pages

New pages built for ad clicks instead of the homepage, with fewer choices and faster conversions.

Full call tracking

CallRail numbers tied to each ad group, so every booked job traced back to its keyword.

Optimized ad extensions and promos

Sitelinks, callouts, structured snippets and seasonal offers that kept the ads competitive.

Ongoing bid and budget tuning

Weekly tuning that moved spend to the ad groups actually booking jobs.

FREE · WRITTEN IN 24 HOURS · NO PITCH

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WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021