Mike Scott Plumbing
Mike Scott Plumbing serves seven counties across central Florida, a rare multi-service, multi-market operation covering plumbing, septic, gas, and irrigation. Their challenge wasn't reputation, homeowners loved them. The challenge was visibility: they were invisible online in five of their seven service counties. Over six months, we built county-specific presence and paid campaigns that nearly tripled their total call volume.
195%
Total Call Volume Growth
5 of 7
Counties Ranking in Map Pack
+186%
Organic Calls from GBP
The Challenge
Serving seven counties sounds like an advantage, but online, it meant none of them ranked well. A single GBP listing tried to serve an 8,000+ square mile area. Google didn't know where to show them, so it mostly didn't.
- One Google Business Profile serving seven counties, too diluted to rank in any of them
- Word-of-mouth referrals were strong, but online visibility was near zero
- No website content for most service counties, search engines couldn't connect them to those markets
- Competitors ranking #1–3 in their markets despite Mike Scott being the more established operator
- No call tracking, couldn't tell if calls came from Google Ads, GBP, or organic search
What the Audit Found
- GBP service area set to 100-mile radius, too broad for map pack ranking anywhere
- Website had no county-specific service pages, zero organic signals for target markets
- Google Ads using generic 'plumber near me' keywords with no geographic modifiers
- Organic keyword visibility: 11 indexed keywords, all with average position 30+
- Competitor sites had 40–80 pages indexed; Mike Scott's site had 12
Our Approach
Paid Advertising
- Created seven county-specific Google Ads campaigns with unique budgets and keyword sets
- Built ad groups for each service type (plumbing, septic, gas, irrigation) per county
- Wrote ad copy featuring each county's city names to improve local click-through rates
- Installed CallRail with county-level tracking numbers to measure ROI per market
- Ran A/B tests on emergency vs. scheduled service messaging per county
Organic & Conversion
- Built seven county-specific service area pages with unique local content
- Created service-specific landing pages for plumbing, septic, gas, and irrigation
- Rebuilt GBP with tighter service area boundaries, prioritized top 3 county markets first
- Launched a review collection campaign targeting clients from each county
- Added structured data (LocalBusiness schema) for each service area page
Timeline of Changes
Month 1–2, Audit & County Campaign Build
- Built 7 county-specific ad campaigns and county landing pages
- Rebuilt GBP service areas and categories for plumbing, septic, gas, irrigation
- Launched call tracking per county to establish baseline attribution
- Published initial service area pages for top 3 priority counties
Month 3–4, Content Expansion & Organic Growth
- Published remaining 4 county service area pages
- Created service-specific pages (septic, irrigation) with FAQ content
- Review collection reached 40+ new reviews across target counties
- GBP starting to appear in map pack for Citrus and Marion County searches
Month 5–6, Ranking Consolidation & Scale
- Map pack rankings confirmed in 5 of 7 target counties
- Organic call volume up 186% vs. starting baseline
- Scaled paid spend in highest-CPL counties where organic now supplemented calls
- Weekly reporting showing county-by-county call volumes and job bookings
The Results
Total Monthly Calls
+195% total call volume
Before
34
After
100
Organic Calls (GBP + Search)
+186% organic call growth
Before
22
After
63
Paid Ad Calls
+208% paid call growth
Before
12
After
37
Counties Ranking in Map Pack
Marion, Citrus, Lake, Sumter, Hernando
Before
1 of 7
After
5 of 7
Indexed Keywords
7× more keyword coverage across all markets
Before
11
After
84
Paid Advertising Wins
- County-specific campaigns identified that Lake and Marion had 2× higher booking rates
- Septic-focused ad group produced the lowest CPL ($38) of any service type
- Call tracking exposed that 41% of Alachua calls were irrigation, shifted spend accordingly
- Emergency plumbing keywords in Citrus County generated 18% of all revenue from 8% of budget
Organic & Conversion Wins
- Map pack visibility in 5 of 7 counties, up from 1 county at the start
- Organic search impressions grew from 340/month to 2,800/month over 6 months
- Service area pages now rank in positions 4–12 for county + service queries
- GBP review count grew from 41 to 89 over 6 months with a structured ask system
"We always knew we had a good reputation in these counties. Now the phones show it."
- Operations Team, Mike Scott Plumbing
Why It Worked
- Multi-county operators need multi-county online presence, one GBP can't serve 7 markets
- Service area pages are non-negotiable for geographic ranking, content maps to coverage
- Call tracking per county transformed budget allocation from gut-feel to data-driven
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.
