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Priscilla’s Plumbing

16

Inbound Calls

Tracked directly from Google Ads call extensions

6+ min

Call Duration

Average call length high-quality leads

3

Campaigns Built

Branded, Residential, and Calls-Only

Competitive

Market

Local plumbing market with established competitors

1 Challenge
→
2 Strategy
→
3 Execution
→
4 Results

1. The Challenge

  • Managing a complex product catalog of team uniforms, custom apparel, and accessories across multiple sports with highly variable demand patterns
  • Highly competitive local search market with established plumbing brands outspending newcomers on every major keyword
  • Emergency and non-emergency intent required very different messaging and budget allocation one bad structure wastes most of the budget
  • Converting clicks into booked jobs in a price-sensitive, trust-dependent service category where callers decide in seconds

2. Our Strategy

We built the account from scratch around a three-campaign structure that separated branded search, residential plumbing services, and a calls-only campaign for mobile emergency intent. Every campaign had its own bidding logic, ad copy, and landing page rather than sending all traffic to a single homepage. Smart Bidding (Target CPA) was activated once we had enough conversion data, and we layered in call-only ads specifically for mobile users searching in the evenings and weekends when emergency plumbing calls spike.

3. Execution

Launched branded, residential service, and call-only campaigns from day one. Built dedicated landing pages for each service category drain unclogging, pipe repair, water heater installation with trust signals (licensed, insured, 24/7 available) above the fold. Wrote emergency-intent ad copy for evening and weekend bid adjustments. Achieved 16 direct inbound calls tracked through Google Ads call tracking within the first active campaign period, with call durations reaching 6+ minutes a strong quality signal.

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4. What We Learned

For local home services, separating emergency intent (call-only ads, evening bid boosts) from routine service intent (standard search, landing pages) is non-negotiable. The 16-call result came not from high budget, but from surgical matching of ad copy to intent. Emergency searchers want to call. Routine searchers want to read and compare. Running both through the same campaign structure kills performance for both.

Key Results

Achieved over 90 days

16

Inbound Calls · Tracked directly from Google Ads call extensions

6+ min

Call Duration · Average call length high-quality leads

3

Campaigns Built · Branded, Residential, and Calls-Only

Competitive

Market · Local plumbing market with established competitors

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SERVICES USED ?

Google Ads Management

Google Serach Ads 

Muhammad Usman

Results like these don't happen by accident. We structure every campaign around what actually moves the needle the right channels, the right targeting, and a clear line back to revenue.

Muhammad Usman

Founder & CEO, Brand Surge LLC

On working with home services businesses in South Florida, USA