Hers & His Plumbing
A multi-location plumbing company running ads across three markets with no attribution. We rebuilt their paid strategy location by location, added call tracking, and cut cost per lead nearly in half while growing total booked jobs by 41% in 4 months.
41%
More Booked Jobs
$43
Cost Per Lead (from $74)
Top 3
LSA Ranking, 2 of 3 Locations
The Challenge
Hers & His Plumbing had strong brand recognition and military-veteran customer loyalty, but their marketing dollars were spread thin across three markets with zero visibility into which location was profitable. Their previous agency sent monthly click reports, not call reports.
- Three service locations, one shared Google Ads account, impossible to attribute spend to results
- No call tracking, couldn't tell which ads booked jobs vs. generated junk calls
- LSA profile unoptimized with slow response time and low review velocity
- Missed calls averaged 28% of inbound volume with no recovery system
- Owner couldn't tell which location was ROI-positive, making budget decisions a guess
What the Audit Found
- Broad-match keywords consuming 60% of budget on non-plumbing intent searches
- Single landing page served all three locations, no local relevance for any market
- LSA "response time" metric over 4 hours, hurting ranking across all locations
- No negative keywords, budget leaking to searches like 'plumbing school' and 'plumbing jobs'
- Call tracking absent, booking team had no data on call source or quality
Our Approach
Paid Advertising
- Split campaigns by location with separate budgets and geographic targets
- Rebuilt keyword sets: exact-match and phrase-match only, 190+ negatives added
- Created location-specific landing pages with local phone numbers and service areas
- Configured Google Ads call extensions with unique tracking numbers per campaign
- Rebuilt LSA profiles for each location: correct categories, photos, service areas
Organic & Conversion
- Optimized Google Business Profiles for all three locations separately
- Implemented a weekly review request sequence sent via text after job completion
- Reduced LSA response time to under 45 minutes with alert routing
- Built local citation profiles for each city, NAP consistency audit and cleanup
- Added FAQ content to each location's GBP to capture voice search queries
Timeline of Changes
Month 1, Audit & Infrastructure
- Rebuilt Google Ads account structure, 3 location campaigns
- Installed call tracking with per-campaign, per-location numbers
- Audited and rebuilt all three LSA profiles
- Launched missed-call text-back automation
Month 2, Optimization & Organic Setup
- Added 190 negative keywords based on first 30 days of search term data
- Built location-specific landing pages for each service area
- Optimized all three Google Business Profiles and began review cadence
- Identified top-performing keywords and shifted budget toward them
Months 3–4, Scale & Refinement
- Scaled spend in the two highest-ROI locations by 40%
- LSA rankings reached top 3 in Broward and Dade markets
- Weekly scoreboard delivering calls, bookings, and missed calls by location
- Expanded service keywords to cover water heater and drain cleaning searches
The Results
Cost Per Lead
42% reduction over 4 months
Before
$74
After
$43
Monthly Booked Jobs
+41% across all locations
Before
61
After
86
Missed Call Rate
Text-back automation recovering 19% of missed calls
Before
28%
After
9%
LSA Response Time
Lifted ranking in 2 of 3 markets to top 3
Before
4.2 hours
After
38 minutes
Ad Spend Wasted on Junk Traffic
190 negative keywords eliminated irrelevant clicks
Before
~$1,100/mo
After
~$220/mo
Paid Advertising Wins
- Google Ads CPL dropped from $74 to $43 within 90 days of campaign rebuild
- LSA top-3 ranking achieved in 2 of 3 markets, generating calls at zero cost-per-click
- Emergency keyword campaigns producing 34% of all booked jobs from paid search
- Per-location attribution finally gave owner visibility into which markets to grow
Organic & Conversion Wins
- Google Business Profile review count grew 38% across all locations in 4 months
- Organic calls from GBP up 67% after category and photo optimization
- Local citations cleaned across 42 directories, no more wrong phone numbers
- LSA 'Google Guaranteed' badge active and prominent on all three profiles
"We were spending the same money and getting half the calls. Once we could see which location was working, everything changed."
- Office Manager, Hers & His Plumbing
Why It Worked
- Multi-location campaigns must be separated, shared accounts hide which market works
- LSA response time is a ranking factor: getting under 60 minutes changed their map position
- Attribution is the unlock, once the owner could see CPL per location, scaling became obvious
See What's Possible for Your Shop
We'll audit your current setup, website, ads, GBP, call tracking, and show you exactly where calls are leaking and what to fix first.
Request Your Free Marketing Audit
Tell us how to reach you. We'll review your business and help you decide what to fix first.
