The scenario
A family-owned plumbing company in a mid-size US city. Great reviews, loyal customers, and plenty of capacity — but almost all their work comes from word-of-mouth. When someone googles a plumber in their area, they're nowhere to be found, and competitors are eating the demand.
What I'd find
Invisible on Google Ads
No active search campaigns. Every 'emergency plumber near me' search in their area goes straight to a competitor who's paying to be there.
Thin, slow website
Homepage has no clear call-to-action, missing meta description, and loads slowly on mobile — where 70% of 'near me' searches happen.
Underused Google Business Profile
Profile is claimed but barely optimized: few photos, no service list, and only a handful of reviews despite hundreds of jobs.
No tracking
They can't tell which marketing brings calls, so budget gets spent on guesses instead of what works.
The 6-month plan
Weeks 1–2
Foundation & quick wins
- ✓Launch a tightly-targeted Google Ads search campaign for high-intent terms
- ✓Set up call & form conversion tracking from day one
- ✓Optimize the Google Business Profile (services, photos, review request flow)
Weeks 3–6
Optimize & expand
- ✓Cut wasted spend, double down on the keywords driving calls
- ✓Fix the homepage: clear CTA, faster mobile load, local landing page
- ✓Begin local SEO content targeting their service areas
Months 2–6
Compound the gains
- ✓Scale winning ad campaigns within budget
- ✓Build out SEO so organic calls grow without paying per click
- ✓Monthly plain-English reporting on calls, leads, and cost per lead
Realistic targets
EstimateIllustrative ranges based on typical local-service campaigns — not a guarantee. Your numbers depend on budget, market, and competition.
Qualified calls / month
Cost per lead
Google Ads ROAS
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