The Challenge
FlowMaster Plumbing was spending $3,000 per month on Google Ads with poor results. Their campaigns were targeting broad keywords like “plumber” across a 50-mile radius, attracting unqualified clicks from outside their service area. Their cost per lead was over $120, and they could not trace which campaigns were actually generating calls.
The Strategy
- Keyword Restructuring: Narrowed focus to high-intent, emergency plumbing terms like “emergency plumber near me”, “burst pipe repair”, and “water heater leaking” with 10-mile radius targeting.
- Call-Only Campaigns: Implemented call-only ads for mobile traffic, eliminating wasted clicks from users who just wanted information rather than service.
- Negative Keywords: Added 200+ negative keywords to filter out DIY seekers, parts suppliers, and out-of-area searches.
The Results
The campaign restructure delivered immediate results. Cost per lead dropped from $120 to just $18. Total monthly leads increased by 400% while ad spend actually decreased.
- 12:1 return on ad spend
- 60% reduction in cost per acquisition
- 400% increase in qualified leads
- 47 calls per month from an $1,800 budget
Client Testimonial
“I was about to give up on Google Ads entirely. LeadZap showed me I was doing it all wrong. Now my ad spend pays for itself 12 times over. The phone rings off the hook.” – Carlos M., Owner