Orange Plumbing
Orange Plumbing operates two locations in Brevard County offering 24-hour emergency plumbing service. Their challenge was dual: high missed-call volume from overnight emergencies, and a paid advertising approach that wasn't geo-targeted for the two distinct markets. In 90 days, we rebuilt both problems and grew emergency call volume 140%.
140%
More Emergency Calls
21%
Missed Calls Recovered (from 0%)
$52
Cost Per Lead (from $81)
The Challenge
Emergency plumbing is a first-responder market, whoever answers the phone first usually books the job. Orange Plumbing was missing 35% of their inbound calls with no recovery system. Meanwhile, their Google Ads treated North and Central Brevard as the same market, with the same messaging, at the same bids.
- 35% missed call rate from after-hours emergency volume, no text-back system in place
- Two markets (North and Central Brevard) running on a single, unfocused Google Ads campaign
- No Local Service Ads, major visibility gap for 'plumber near me' emergency searches
- Website didn't clearly communicate 24/7 emergency availability above the fold
- Google Ads budget split evenly between markets regardless of call volume differences
What the Audit Found
- CallRail analysis (post-install): 34% of inbound calls went to voicemail
- Google Ads: single campaign serving both 321-268-1043 and 321-632-4001 zones, no attribution
- LSA profile missing, competitors with LSA 'Google Guaranteed' badge ranked above every organic result
- Ad copy made no mention of 24-hour availability, biggest differentiator for emergency searchers
- Website hero section had a slideshow with 4 rotating messages, emergency CTA was slide 3
Our Approach
Paid Advertising
- Split into two geographically targeted Google Ads campaigns, one per Brevard zone
- Rewrote all ad copy to lead with '24 Hour Emergency Service, We Answer Every Call'
- Built dedicated emergency landing pages for North and Central Brevard
- Launched Google LSA profiles for both locations with proper emergency service categories
- Set up call tracking with separate phone numbers per campaign and per location
Organic & Conversion
- Rebuilt Google Business Profiles for both locations with emergency service hours
- Fixed website hero to show click-to-call and 24/7 badge above the fold on mobile
- Launched missed-call text-back automation, automated response within 60 seconds
- Added structured 24-hour emergency availability to GBP and website schema markup
- Launched review collection targeting homeowners who had emergency service calls
Timeline of Changes
Week 1–2, Emergency Infrastructure
- Installed call tracking, immediately revealed 34% missed call rate
- Launched missed-call text-back: 'We missed your call, still need a plumber?'
- Fixed website hero: click-to-call and 24/7 badge above fold on mobile
- Applied for Google LSA 'Google Guaranteed' verification for both locations
Month 2, Paid Rebuild & LSA Launch
- Split Google Ads into two location-specific campaigns
- Rewrote all ad copy with emergency availability messaging
- Built North and Central Brevard emergency landing pages
- LSA profiles activated, both locations started receiving LSA calls
Month 3, Scale & Optimization
- Identified Central Brevard as higher-CPL market, shifted budget 60/40 to North
- Emergency keyword bids increased during highest-volume hours (10pm–6am)
- Missed-call recovery reaching 21% of missed calls converted to booked jobs
- Weekly scoreboard: calls by location, emergency vs. scheduled, recovery rate
The Results
Monthly Emergency Calls
+140% total emergency call volume
Before
48
After
115
Missed Call Recovery Rate
Automated text-back within 60 seconds
Before
0%
After
21%
Google Ads CPL
36% reduction with location split strategy
Before
$81
After
$52
LSA Calls
New channel from zero, pay per lead only
Before
0
After
28/month
After-Hours Booked Jobs
+182% overnight bookings
Before
11/month
After
31/month
Paid Advertising Wins
- Google Ads CPL dropped from $81 to $52 within 60 days of campaign split
- LSA 'Google Guaranteed' badge added 28 new calls per month with no per-click cost
- 24-hour messaging in ads improved click-through rate 28% vs. prior ad copy
- After-hours bidding rules reduced wasted spend during low-volume daytime hours
Organic & Conversion Wins
- Missed-call text-back recovered 21% of all missed emergency calls to booked jobs
- Website mobile bounce rate dropped from 68% to 29% after above-fold emergency CTA fix
- GBP calls from organic search up 84% after emergency service hours were added
- New review collection system generated 22 new Google reviews in 90 days
"We didn't know we were losing a third of our calls. Once we saw that number, fixing it became the obvious priority."
- Dispatch Manager, Orange Plumbing
Why It Worked
- Emergency plumbing is a first-responder market, missed calls have 3-minute windows
- Text-back automation is the highest-ROI change for a 24/7 operation, costs under $100/month
- Two markets need two campaigns, North and Central Brevard had completely different CPLs
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.
