382
Leads generated
50
Days
$11
Cost per lead
The situation
Emergency plumbing is one of the most competitive and expensive keyword sets in local search. The client needed volume, but at a cost per lead their job margins could actually absorb.
What we changed
- 01Split emergency intent from planned-work intent into separate campaigns with separate budgets
- 02Ad scheduling weighted toward the hours the team could actually answer the phone
- 03Ad copy written around response time and call-outs rather than generic service lists
- 04Continuous search term pruning through the first four weeks to strip out low-intent traffic
The outcome
- 382 leads generated over a 50-day window
- Cost per lead brought down to $11 — our lowest recorded across all accounts
- Consistent daily call volume rather than unpredictable spikes
- Budget concentrated into the service areas with the strongest close rate
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