Priscilla's Plumbing
Priscilla's Plumbing had something most shops spend years building: a 4.9-star Google rating. But their website wasn't built to convert, and their paid campaigns weren't showcasing their best asset, their reputation. In 4 months, we rebuilt both, and calls nearly tripled.
187%
More Calls From Website
9.1%
Website Conversion Rate (from 3.2%)
Google Guaranteed
LSA Badge Achieved
The Challenge
A 4.9-star Google rating is a massive competitive advantage, but only if potential customers see it. Priscilla's Plumbing had excellent reviews but a website that buried that social proof, weak conversion design, and Google Ads campaigns that made no mention of their exceptional reputation.
- Website conversion rate of 3.2%, well below the 6–9% benchmark for plumbing sites
- 4.9-star rating not featured prominently on website or in ad copy
- Google Ads not using call extensions, visitors had to navigate to a contact page to find the number
- No Local Service Ads, missing the 'Google Guaranteed' badge that signals trust to new callers
- Review count of 34, strong average but low volume vs. competitors in the South Florida market
What the Audit Found
- Phone number not visible above the fold on mobile, required scrolling past 3 sections
- No click-to-call button anywhere in the top navigation or hero section
- Google Ads ad copy generic, no mention of '4.9 stars', 'top-rated', or review-based trust signals
- Website load time 5.1 seconds on mobile, 47% of visitors left before page completed loading
- LSA application never submitted, competitors with Google Guaranteed badge ranking above them
Our Approach
Paid Advertising
- Rewrote all Google Ads copy to lead with reputation: '4.9 Stars · 50+ Reviews · Call Now'
- Added call extensions to all ad groups, phone number visible directly in search results
- Launched LSA 'Google Guaranteed' application, license, insurance, background check completed
- Built service-specific campaigns: water heater, drain cleaning, leak repair, general plumbing
- Targeted Oakland Park, Fort Lauderdale, Pompano Beach, and Deerfield Beach with geo-exclusions
Organic & Conversion
- Rebuilt website above-the-fold: 4.9-star badge, click-to-call, and 'same-day service' claim
- Reduced mobile load time from 5.1 seconds to 1.9 seconds via image compression and caching
- Added review widgets showing live Google reviews on homepage and service pages
- Implemented a post-job review request sequence via text, automated send 4 hours after job close
- Optimized GBP with 4.9-star rating prominently in description, photos of team and work
Timeline of Changes
Month 1, Conversion Foundation
- Website hero rebuilt: 4.9 stars, click-to-call, same-day service, above fold on mobile
- Mobile speed improved 5.1s → 1.9s via asset optimization
- LSA 'Google Guaranteed' application submitted and processed
- Google Ads ad copy rewritten to lead with reputation signal
Month 2, Paid Launch & Review System
- LSA 'Google Guaranteed' badge activated, first LSA calls received week 1
- Service-specific Google Ads campaigns launched with call extensions
- Post-job review text sequence deployed, first 12 new reviews in 30 days
- GBP updated with team photos, service area details, and updated FAQs
Months 3–4, Scale & Reputation Amplification
- Review count grew from 34 to 74, volume now matching rating quality
- Google Ads scaled in Fort Lauderdale as CPL stabilized below $45
- Website conversion rate 3.2% → 9.1%, nearly 3× improvement
- Weekly scoreboard: calls by source, conversion rate, and review velocity
The Results
Website Conversion Rate
Click-to-call + social proof above fold
Before
3.2%
After
9.1%
Monthly Website Calls
+187% growth in 4 months
Before
28
After
80
Google Ads CPL
Reputation-led ad copy improved CTR 31%
Before
$68
After
$42
LSA Calls
'Google Guaranteed' badge now active
Before
0
After
22/month
Google Review Count
+40 reviews in 4 months via text follow-up
Before
34
After
74
Paid Advertising Wins
- Reputation-led ad copy ('4.9 Stars · 50+ Reviews') improved click-through rate 31% vs. generic copy
- LSA 'Google Guaranteed' badge generating 22 calls/month, pay per qualified lead only
- Water heater campaign: $34 CPL, highest-margin service type at the best cost
- Call extensions added to all ads, phone calls from ads up 58% in the first 30 days
Organic & Conversion Wins
- Website conversion rate nearly tripled from 3.2% to 9.1%, same traffic, more calls
- Mobile speed fix alone reduced bounce rate from 61% to 28%
- GBP review count doubled in 4 months with automated post-job text sequence
- Organic GBP calls up 94% after profile rebuild and photo update
"Our reputation was always our strength. Now our marketing actually shows it."
- Team at Priscilla's Plumbing
Why It Worked
- A great rating is only a competitive advantage if it's visible, surface it everywhere
- Mobile speed is a conversion lever: faster pages mean more calls from the same traffic
- LSA 'Google Guaranteed' badge cost zero per click and generated 22 new calls/month immediately
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.
