Tampa Bay Plumbing
Tampa Bay Plumbing had a large, experienced team and strong presence across the Tampa Bay area, but their marketing hadn't scaled with their headcount. Dispatch schedules were underfull. We built a multi-market paid and organic system that grew call volume 210% and filled their schedule to 88% capacity in 6 months.
88%
Schedule Fill Rate (from 67%)
210%
Total Call Volume Growth
35%
Lower Cost Per Lead
The Challenge
A 14-person plumbing team is expensive to keep, every empty slot on the schedule is a direct loss. Tampa Bay Plumbing was generating calls, but not enough of them, not consistently, and not with visibility into which market or service type produced the most bookings.
- Schedule fill rate of 67%, team capacity underutilized, especially midweek
- Three distinct markets (Tampa, Clearwater, St. Pete) with no market-specific marketing
- CRM not connected to marketing, no way to close the loop from call to booked job
- Dispatch receiving calls but unable to tell which came from ads vs. organic vs. referral
- LSA profile active but not optimized, ranking position 5–8 across all three markets
What the Audit Found
- Google Ads single campaign covering all of Tampa Bay, no city-level attribution
- LSA categories missing 'Drain Cleaning', 'Water Heater', 'Commercial Plumbing', major traffic gaps
- CRM (Housecall Pro) not integrated with call tracking, jobs couldn't be tied to campaigns
- Website had no Clearwater or St. Pete landing pages, ranking opportunities missed
- Schedule data showed Wednesday–Thursday 40% underbooked vs. Monday–Tuesday
Our Approach
Paid Advertising
- Split Google Ads into 3 city campaigns: Tampa, Clearwater, St. Petersburg with separate budgets
- Added all missing LSA service categories and optimized for faster response time
- Created service-specific campaigns: drain, water heater, remodel rough-in, commercial
- Built city-specific landing pages with local service area descriptions and unique phone numbers
- Launched a Wednesday–Thursday ad spend boost to address the mid-week booking gap
Organic & Conversion
- Integrated Housecall Pro with CallRail, first time jobs could be attributed to campaigns
- Built Clearwater and St. Pete service area pages with location-specific SEO content
- Optimized GBP for all three markets with geo-targeted service radius adjustments
- Implemented a post-job review request via text, targeted specifically to Clearwater and St. Pete
- Created commercial plumbing service pages targeting Tampa's commercial corridor
Timeline of Changes
Month 1–2, Attribution & Campaign Rebuild
- Housecall Pro + CallRail integration completed, first closed-loop attribution data
- Google Ads split into 3 city campaigns with separate budgets and tracking
- LSA rebuilt with all 11 applicable service categories
- City landing pages built for Clearwater and St. Petersburg
Month 3–4, Mid-Week Strategy & SEO
- Wednesday–Thursday ad spend boost implemented, fill rate gap begins closing
- Service area pages published for Clearwater and St. Pete, ranking in weeks 6–8
- Commercial plumbing campaign launched with Tampa-specific targeting
- Review collection producing 14+ new reviews per month across all markets
Month 5–6, Full Market Reach & Scale
- Schedule fill rate from 67% to 88%, all three markets contributing
- St. Pete organically ranking for 'plumber Clearwater' and 'plumber St. Pete' terms
- Total call volume up 210%, all three channels (Google Ads, LSA, organic) contributing
- Weekly scoreboard: fill rate, calls by city, cost per booked job by channel
The Results
Schedule Fill Rate
All three markets contributing
Before
67%
After
88%
Total Monthly Calls
+210% total call volume
Before
58
After
180
Google Ads CPL
35% reduction via city-specific targeting
Before
$61
After
$40
Mid-Week Booking Gap
Wed–Thu boost strategy working
Before
40% under Mon–Tue
After
12% under Mon–Tue
CRM-Attributable Booked Jobs
First time marketing tied to revenue
Before
0 (no integration)
After
71/month
Paid Advertising Wins
- City-split campaigns revealed Clearwater had lowest CPL ($33) and highest booking rate
- Commercial plumbing campaign in Tampa: $48 CPL but 2.8× the average job value
- Mid-week ad spend boost reduced Wednesday–Thursday gap from 40% to 12% below peak
- LSA rebuilt with 11 categories, LSA calls up 148% from 12 to 30/month
Organic & Conversion Wins
- Clearwater and St. Pete service pages ranking positions 3–9 for core plumbing terms
- Organic GBP calls up 119% across all three markets in 6 months
- Review count grew from 44 to 97, velocity now generating 14+ new reviews/month
- Housecall Pro integration revealed that 61% of monthly revenue was attributable to digital
"We had the team. We just needed the calls to keep them busy. Now both problems are solved."
- Owner, Tampa Bay Plumbing
Why It Worked
- Multi-city companies must market each city, treating Tampa Bay as one market loses targeting precision
- CRM integration transforms marketing from cost center to revenue attribution system
- Schedule data is a marketing input, identifying slow days and filling them is a paid media strategy
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.
