Synopsis: Discover how a Croydon plumbing company used Google Search Ads and call-only campaigns to drive emergency service calls and grow business.
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 surroundings 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.
The Lifeline in a Crisis: Why Google Call Ads are Essential for Emergency Plumbers
When a pipe bursts at 2 AM or a toilet overflows right before a party, people don’t have time to browse websites. They need an immediate solution and they need a direct line to a professional. This is precisely why Google Call Ads are not just a useful tool, but an essential lifeline for emergency plumbing services.
Unlike traditional search ads that direct users to a website, Call Ads are designed for urgent, high-intent situations. On a mobile device, the ad prominently displays a “Call” button. With a single tap, a potential customer is instantly connected to your business. This seamless and instantaneous connection is the core reason they are so effective for an emergency service business.
Here’s why Google Call Ads are the best choice for emergency plumbers:
- Immediate Gratification for High-Urgency Searches: Someone searching for “emergency plumber near me” or “24-hour plumbing service” is in a state of panic. They want a human voice on the other end of the line, not a contact form or a gallery of services. Call Ads bypass all unnecessary steps, providing the instant connection they desperately need.
- Reduced Friction, Higher Conversion: The less friction there is between a problem and its solution, the higher the conversion rate. Call Ads eliminate the need for a customer to navigate a website, locate a phone number, and manually dial. This streamlined process dramatically increases the likelihood of a search query turning into a service call.
- Capturing Leads at the Moment of Need: The vast majority of emergency calls come from mobile devices. Google’s Call Ads are perfectly optimized for this, ensuring your ad is seen by people in your service area, right when they are facing a plumbing crisis.
- Pre-Qualified Calls: Because the search terms used for emergency services are so specific (e.g., “burst pipe repair,” “toilet overflow help”), the calls you receive are from highly qualified leads who have a genuine need for your service. This translates to a high closing rate and an efficient use of your advertising budget.
- 24/7 Availability: You can configure your Call Ads to run 24/7, ensuring that your business is visible and accessible during off-hours—which is when many plumbing emergencies occur.
Common mistakes when running Google Search Ads for emergency plumbers
Google Search Ads are a powerful tool for emergency plumbers, but they can quickly become a money pit if not managed correctly. The high-stakes, high-urgency nature of the industry means that small mistakes can lead to significant wasted ad spend. Here are some of the most common mistakes emergency plumbers make when running Google Search Ads:
1. Using Broad, Generic Keywords: This is the single most expensive mistake. Bidding on general terms like “plumber” or “plumbing services” will attract a huge number of clicks from people who are not in a crisis. This includes people looking for plumbing jobs, DIY tips, or general information. These clicks cost you money but will never result in a paying customer.
- Solution: Focus on highly specific, “high-intent” keywords that signal an immediate need. Think “emergency plumber near me,” “24-hour burst pipe repair,” or “clogged drain help.” Use more restrictive keyword match types like phrase match and exact match to maintain control over who sees your ads.
2. Failing to Use a Comprehensive Negative Keyword List: While targeting specific keywords is crucial, it’s equally important to tell Google when not to show your ads. Without a robust negative keyword list, your ads will appear for irrelevant searches, wasting your budget.
- Solution: Actively build and maintain a negative keyword list that includes terms like “DIY,” “how to,” “jobs,” “salary,” “free,” “discount,” and names of other cities or regions you don’t serve. Regularly review the search terms report in Google Ads to identify new irrelevant terms to add.
3. Directing All Traffic to a Generic Homepage: A user searching for an “emergency water heater repair” does not want to land on a homepage that talks about all of your plumbing services. They are in a hurry and need to find a solution immediately. Forcing them to navigate your site to find the right information or a phone number creates friction and causes them to bounce.
- Solution: Create dedicated, high-converting landing pages for each of your core emergency services (e.g., burst pipes, water heater repair, drain cleaning). These pages should have a clear, prominent phone number, a simple contact form, and messaging that directly matches the ad the user clicked on.
4. Not Implementing Conversion Tracking: Running a PPC campaign without conversion tracking is like driving in the dark. You can’t tell which keywords, ads, or campaigns are actually generating phone calls or form submissions. Without this data, you have no way to measure your return on ad spend and can’t make informed decisions to optimize your campaign.
- Solution: Set up robust conversion tracking from day one. This should include tracking phone calls from your ads and from your website, as well as form submissions. Google Ads offers free call forwarding numbers that can track which ad and keyword led to a phone call.
5. “Set It and Forget It” Mentality: PPC is not a “fire and forget” marketing strategy. The market, competition, and user behavior are constantly changing. A campaign that was profitable last month could be losing money today if it’s not actively managed.
- Solution: Dedicate time each week to monitor your campaign’s performance. This includes checking your search terms report, A/B testing new ad copy, adjusting bids based on performance, and adding new negative keywords. For an emergency service business, a daily check-in is highly recommended to catch and fix issues quickly.
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.
Google Call Ads are a crucial tool for emergency service providers like plumbers, as they provide an immediate, direct line of contact for customers in a crisis. Unlike traditional search ads, Call Ads are optimized for mobile, allowing a user to connect with a business with a single tap, which is essential when they are in a state of panic and need a quick solution. This method reduces friction, increases the likelihood of a conversion, and ensures leads are highly qualified and ready to book a service.
For a different service industry, like massage clinics, a major obstacle to PPC success is making common mistakes. These include: not using negative keywords to filter out irrelevant searches, sending traffic to a generic homepage instead of a specific landing page, and failing to optimize the website for mobile users. Additionally, clinics often fail to implement conversion tracking to measure the effectiveness of their campaigns or use generic ad copy that doesn’t stand out. Avoiding these errors is key to ensuring that PPC campaigns for massage clinics are both profitable and efficient.
The Results & Broader Impact : Google Search Ads
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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