Plumbing · Brisbane, QLD
Brisbane plumbing business: from 4 shared leads a month to a full calendar
82
Exclusive enquiries per month
$3,200 per month
Monthly ad spend
82 exclusive enquiries per month
Enquiries generated
$39
Cost per lead
Client industry
Plumbing
Location
Brisbane, QLD
Objective
Replace shared directory leads with exclusive enquiries and fill a second van without dropping prices.
Strategy
- Split the account into emergency, maintenance and hot water campaigns instead of one catch-all
- Built three dedicated landing pages matched to those job types
- Installed dynamic call tracking so every enquiry mapped back to a keyword
- Added 480 negative keywords in the first 90 days to cut DIY and job-seeker traffic
- Ad scheduling aligned to actual phone answering hours
- Weekly review of call recordings to tune for job quality, not just volume
Ad spend
$3,200 per month
Leads generated
82 exclusive enquiries per month
Cost per lead
$39
Campaign improvements
- Cost per lead reduced from $91 in month one to $39 by month four
- Missed calls cut from 24% to under 6% after introducing an overflow answering process
- Hot water campaign added in month three, lifting average job value
- Second van fully booked by month five
Results
- 82 exclusive enquiries per month, none shared with competitors
- Booking rate of 48% on tracked phone enquiries
- Ad spend efficiency improved 2.3× over five months
- Directory lead subscriptions cancelled entirely
"We were paying for leads three other plumbers got at the same time. Now the phone rings and the customer already wants us. Completely different conversation."
Figures are drawn from campaign reporting for this engagement. Individual results vary with trade, service area, competition and how quickly enquiries are answered.
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