From 46 leads a month to 163, at half the cost

(01)

Where it started

A family-run plumbing and heating company was paying for clicks that never called. We rebuilt the tracking, tightened the search campaigns to emergency and install intent, and earned map-pack visibility across six service areas.

Larkspur had run search ads for three years with one campaign, broad match keywords and a single phone number on every ad. Nobody could say which calls came from ads, which came from the trucks, and which were existing customers asking about an invoice.

The website loaded slowly on phones and buried the phone number below a stock photo. In the map pack, the business appeared for its own name and almost nothing else, while two newer competitors showed up for every "near me" search in Lakewood and Golden.

(02)

What we changed

1. Call tracking before anything else

   Dynamic numbers per channel, call recordings scored as booked, quoted or junk, and form submissions piped into the same sheet. In two weeks we knew that 41% of paid calls were not new customers.

2. Search campaigns split by urgency

   Emergency, repair and install intent each got their own campaign, budget and landing page. A negative keyword list of 380 terms removed job seekers, DIY searches and parts lookups.

3. Service-area pages people can use

   Six location pages with real crew photos, drive-time notes, permit details and reviews from that city. Each one loads in under two seconds on a phone and opens with a tap-to-call bar.

4. A review habit, not a review blast

   Technicians now send a review request from the driveway after every completed job. The listing went from 96 reviews to 318 in nine months, with owner replies on every one.

Timeline

1. Month 1

   Tracking audit, call scoring and a rebuilt account structure. Paused 22 keywords that had spent $9,400 with no booked jobs.

2. Months 2 to 3

   New emergency and install landing pages launched. Business profile categories, services and photos corrected.

3. Months 4 to 6

   Six service-area pages published. Review requests added to the technician checklist. Local service ads tested in two zip codes.

4. Months 7 to 9

   Budget shifted toward install intent as organic covered more repair searches. Seasonal furnace tune-up campaign prepared for fall.

(03)

What it led to

Larkspur Plumbing & Heating went from 46 to 163 on leads per month in 9 months. The numbers on this page are sample data, laid out the way a real report would be.