Introduction
In today’s competitive digital marketplace, local service businesses must rely on targeted advertising to capture urgent leads. One of the most effective methods for businesses offering time-sensitive services—such as plumbing—is Google Search Ads. This case study explores how I, Jayant Singh, a certified Google Ads expert with over 10 years of experience, helped Cheap Plumbing Croydon generate high-quality phone leads through Google Search Ads and Google My Business optimization.
Introduction: The Urgent Call from London’s Plumbing Industry
Hello, this is Jayant Singh, a certified Google Ads expert with over a decade of experience in digital marketing. My work has taken me to clients across the globe, and in February 2024, I took on a new and exciting challenge with Cheap Plumbing in Croydon, London, UK. My initial brief was to lay the groundwork for their online presence: setting up and optimizing their Google My Business (GMB) profile and beginning a long-term SEO campaign.
However, the owner quickly identified the critical need for immediate leads. When a pipe bursts or a toilet overflows, people don’t have time to browse; they need a solution now. This insight fundamentally shifted our strategy. This case study is a personal account of how I pivoted from foundational SEO to a highly effective Google Search Ads campaign that delivered urgent, high-quality phone calls and a steady stream of business for Cheap Plumbing.
The Problem: A Business Invisible in a Moment of Crisis
Cheap Plumbing offers a range of essential, urgent services: Burst Pipe repair, Water Leak detection, Broken Pipe fixes, and more. Despite their expertise, they were missing out on the most valuable customers—those in the middle of a plumbing emergency who were turning to Google for immediate help. Their existing online presence was passive, not active. The initial focus on GMB and SEO was a solid long-term play, but it wouldn’t deliver the quick, high-intent leads that their business model required.
This is where my experience with Google Search Ads came into play. I knew that for a business like Cheap Plumbing, the campaign needed to meet the customer at their exact moment of need, not hope they would find us organically in a week or a month. The solution had to be a direct line from a search query to a phone call.
The Strategic Pivot: The Power of Google Search Ads
Understanding the nature of the plumbing business—an emergency service—was the key to crafting a winning strategy. When a homeowner in Croydon has an overflowing toilet, their search is immediate and their intent is clear. They’re not looking to read blog posts; they’re looking to call a local professional. This is precisely why a Google Search Ads campaign focused on call-only ads was the perfect fit.
My strategy was meticulous and tailored to the unique urgency of their services.
- Hyper-Focused Keyword Research: I moved beyond generic terms and drilled down into urgent, specific queries. Keywords like “emergency plumber near me,” “burst pipe repair Croydon,” “clogged drain London,” and “24/7 plumber” became the pillars of our campaign. These keywords have a high intent and directly correlate with someone needing a service right now.
- Geo-Targeting and Ad Scheduling: We strictly targeted users within the Croydon area and its immediate surrounds to ensure every click was from a potential customer in their service zone. Furthermore, we set ads to run 24/7 for the most urgent services, adjusting bids during peak and off-peak hours to maximize visibility when it mattered most.
- Crafting Compelling Ad Copy: The ad copy was designed to be clear, trustworthy, and urgent. Headlines like “Emergency Plumber Croydon” and “Water Leak Repair – Call Now” were paired with a description that highlighted their key services and benefits: “24/7 Plumbers. No call-out fee. Fast and reliable service. Call for a free quote.”
I also implemented a broad Google Search Ads campaign for less urgent, high-value keywords like “broken water lines” and “new toilet installation” to capture customers planning future projects. This two-pronged approach ensured we covered both emergency and non-emergency leads.
About the Client
Cheap Plumbing Croydon is a full-service plumbing company based in London, UK, specializing in emergency plumbing solutions such as:
- Burst pipe repairs
- Water leak detection and fixing
- Broken pipe replacements
- Repairing broken water lines
- Overflowing toilet emergencies
- Clogged drains
Given the urgent nature of these services, the business needed a strategy that could connect them directly with customers searching for immediate help.
Initial Challenge
When I joined Cheap Plumbing in February 2024, the company had only a basic online presence. The owner initially wanted me to set up a Google My Business (GMB) profile and run a simple SEO campaign. However, they soon realized that SEO, while powerful, is a long-term strategy. For plumbing emergencies, what they needed was instant results.
This is where Google Search Ads, particularly call-only campaigns, came into play.
Strategy and Approach
1. Google My Business Optimization
Before launching the ads, I ensured the Google My Business profile was properly set up and optimized:
- Verified the business profile
- Added accurate service categories (Emergency Plumber, 24/7 Plumbing Service, etc.)
- Updated business hours to highlight 24/7 availability
- Uploaded photos of services and team members
- Collected customer reviews to build trust
This created a strong foundation for local visibility.
2. Why Google Search Ads Were the Best Fit
Plumbing emergencies are urgent problems. When a customer faces a burst pipe or clogged drain, they don’t spend hours researching options—they immediately search on Google and call the first reliable option they find.
That’s why Google Search Ads were the ideal choice:
- Ads appeared directly at the top of Google search results
- Call-only campaigns allowed customers to contact the plumber directly with one click
- High intent targeting meant ads were shown only when someone was searching for terms like “emergency plumber Croydon” or “fix burst pipe near me”
3. Campaign Setup
I designed a tailored Google Search Ads campaign with the following structure:
- Campaign Type: Call-only ads (focused on generating phone calls)
- Target Location: Croydon, London (local targeting radius of 10–15 km)
- Ad Groups:
- Emergency Plumbing
- Burst Pipe Repairs
- Blocked Drains
- Toilet Overflow Repairs
- Keywords Used:
- “emergency plumber Croydon”
- “burst pipe repair near me”
- “24 hour plumber Croydon”
- “fix clogged drain fast”
- Extensions: Call extensions, location extensions, and site link extensions to key service pages
- Bidding Strategy: Maximize conversions with call tracking enabled
Results Achieved
Over six months of campaign management, Cheap Plumbing Croydon experienced:
- 50% Increase in Call Volume: The majority of calls came from high-intent search terms.
- Improved Conversion Rates: Direct phone calls converted into service bookings faster than website form fills.
- Lower Cost Per Lead: Google Search Ads allowed us to avoid wasted clicks and target only customers in urgent need.
- Enhanced Local Visibility: Combined with GMB optimization, the company’s local rankings and reviews reinforced credibility.
Key Takeaways from This Case Study
- Google Search Ads Drive Immediate Results
For urgent, service-based businesses, waiting for SEO alone is not enough. Search ads ensure the company shows up at the exact moment customers are searching. - Call-Only Campaigns are Perfect for Emergency Services
Instead of sending users to a landing page, they can call instantly—saving time and increasing conversions. - Local Targeting is Crucial
By limiting the ads to Croydon and nearby areas, we ensured ad spend went only to relevant, high-quality leads. - Synergy Between SEO and Ads
While Google Search Ads delivered immediate calls, ongoing SEO and GMB optimization helped build trust and long-term organic visibility.
Also Read : Google Ads for Small Business: Successful Case Study with East Coast Concrete, New Zealand
Final Thoughts
Working with Cheap Plumbing Croydon was an enriching experience. This case study demonstrates how a well-executed Google Search Ads strategy can generate immediate leads for urgent service businesses. By combining paid advertising with local SEO and GMB optimization, service providers can dominate their local market and consistently attract new customers.
The Results & Broader Impact
The shift to a strategic Google Search Ads approach was a game-changer for Cheap Plumbing. The initial setup and management of their GMB profile provided a strong foundation, but the targeted ad campaign brought immediate, tangible results. The client saw a significant increase in phone calls for their most urgent services, leading to a direct boost in revenue and a more predictable flow of business. They were no longer invisible; they were the first name that appeared when a local resident needed a plumber in an emergency.
The synergy between the optimized GMB profile and the Google Search Ads campaign created a powerful lead-generation machine. Their presence in the “map pack” combined with their highly visible ads meant they were everywhere potential clients were looking.
If you are a service-based business looking to grow your leads and revenue through Google Search Ads, I’d love to help you achieve similar results.
This case study is a testament to the power of understanding a business’s core needs and using the right tools to meet them. The story of Cheap Plumbing is not just about advertising; it’s about connecting a vital service with the people who need it most, at the exact moment they need it. It’s a perfect example of how a well-executed Google Search Ads strategy can transform a local business.
If your business is ready to move beyond generic advertising and start generating high-quality leads that grow your bottom line, let’s discuss how a customized digital marketing plan can bring you similar success. Take the first step toward transforming your business by booking a consultation with me today.
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